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@ REVIEWS the effectiveness of ad campaigns. force. Vegetation is seen as two steps lower B oO oO K Ss This newly revised edition of their 1993 on the life-force scale. book includes more visuals from interna- According to the authors' studies: protein ADVERTISING AND THE MIND OF tional ad campaigns plus new chapters on is king (but should never be combined with THE CONSUMER: What Works, What humorous ads (entertainment value vs brand _ carbohydrates); vegetables are largely _ Doesn't, and Why recall), ad awareness measurement, and underutilised (accessing cell-level nutrition y . website advertising—a medium which requires proper chewing of raw veges); by Max Sutherland & Alice Sylvester upends many of the usual design rules. This _ grains (particularly whole) are an electrical Publisher: Allen & Unwin, Australia, 2000 book is aimed at ad designers, marketers and drain digestion-wise; fruit is the ideal break- (2nd rev. ed.; 1st published 1993) business people with products to sell, but fast (but only on its own); tofu is a total no- ISBN: 1-86508-231-7 (326pp tpb) has particular appeal for students of con- no, as are all processed foods as they are Price: AUD$38.43; NZD$45.00 sumer psychology and the media. denatured and tend to be laden with excito- Sources: Aust—Allen & Unwin, tel (02) toxins (e.g., aspartame). This advice seems 8425 0100, e-mail frontdesk@allen- ELECTRICAL NUTRITION to confirm what the advocates of correct unwin.com.au; NZ—Archetype Book by Denie and Shelley Hiestand food combining have been saying all along! Agents, tel (09) 377 3800 Publisher: ShellDen Publishing, Bellevue Hopefully the authors will expand their Lx it or not, advertising is a powerful Washington, USA, 1999 , * arguments with further scientific backup in a phenomenon in society. But rather than —|SBN: 0-9684928-1-9 (192pp tpb) follow-up book. Meantime, this one serves dwell on notions of mass mind manipula- Price: USD$14.95 + p&h; NLGf38,90 as an intriguing introduction, giving action- tion, the authors of Advertising and the Mind — Sources: USA—ShellDen Publishing, tel able advice for achieving vibrant health (and of the Consumer analyse the subtleties and 1800 207 2239 (toll free in US), (403) 314 these authors certainly look glowing!). It complexities of advertising (print, TV and 2045, fax (917) 464 8128, e-mail may well completely overturn your views on radio) against new scientific research into info@vibrationalmedicine.com, website what constitutes good diet. memory and behaviour. www.vibrationalmedicine.com; Europe— The fact is, people aren't compelled to go NEXUS Office, tel +31 321 380558 out and buy every product they see adver- ‘rom an electrical nutrition viewpoint, the \ ee tised, even if it's something they need. So higher the vibration of the foods we eat, N l itrit 10M what ads work, what ads don't and why? the greater the life force available to us. So pe i i Advertising must be doing something to say vibrational medicine practitioners Denie someone, but what, how and to whom? The and Shelley Hiestand, US-based New answers are still all too elusive—incredible, Zealanders, in Electrical Nutrition. considering that around US$400 billion is Everything is energy and has an electrical spent on advertising annually around the matrix; so the more tampered-with a food is, world—but authors Max Sutherland and the more ineffective it will be as an energy Alice Sylvester succeed in demystifying the source. The authors summarise the process- subject and the myths behind it. Sutherland _ es involved in digestion and energy absorp- is a psychologist and advertising/marketing _tion, and ultimately these aren't chemical but researcher who works in the US and electrical. In what will be seen as an affront Australia, and Sylvester is a high-profile US _ to vegetarian beliefs, the authors conclude ad agency research/planning director and that animal flesh is the food with the highest consultant. Both have spent time tracking vibratory rate and the greatest amount of life force. Vegetation is seen as two steps lower on the life-force scale. According to the authors' studies: protein is king (but should never be combined with carbohydrates); vegetables are largely underutilised (accessing cell-level nutrition requires proper chewing of raw veges); grains (particularly whole) are an electrical drain digestion-wise; fruit is the ideal break- fast (but only on its own); tofu is a total no- no, as are all processed foods as they are denatured and tend to be laden with excito- toxins (e.g., aspartame). This advice seems to confirm what the advocates of correct food combining have been saying all along! Hopefully the authors will expand their arguments with further scientific backup in a follow-up book. Meantime, this one serves as an intriguing introduction, giving action- able advice for achieving vibrant health (and these authors certainly look glowing!). It may well completely overturn your views on what constitutes good diet. Electrical . \ \ Nutrition NEXUS - 73 AUGUST - SEPTEMBER 2000