Neuro-linguistic programming (NLP)

What is Neuro-Linguistic Programming (NLP)?
History of NLP
Main NLP Techniques
NLP in Advertising and Promotion
Pros and Cons of NLP

What is Neuro-Linguistic Programming (NLP)?

Neuro-Linguistic Programming, or NLP, is a discipline focused on methods of effective communication and self-development. Proponents of this theory claim that specific thinking and behavior techniques can help people change their lives and intentionally influence those around them. For example, during World War II, illustrators created posters using recognizable gestures and facial expressions to affect the morale of citizens. The main character in one of these posters called on workers, while the hero of another appeal used a gesture directed at each individual person.

The abbreviation NLP includes three key components:

Neuro — perception of information through the senses and the neural processes of its processing.
Language — the words and phrases used for communication and thinking.
Programming — control of everyday actions, algorithms, and patterns of thinking and behavior.

By using specific gestures, behaviors, and words, a person can evoke trust and positive emotions in their interlocutor. For example, Barack Obama often displayed open palms during his public speeches, symbolizing honesty and trust in his words. Additionally, NLP advocates believe that influence can be exerted not only on others but also on oneself, using self-hypnosis and controlling one’s thoughts.

History of NLP

Neuro-Linguistic Programming emerged in the United States in the early 1970s, thanks to the efforts of psychologist student Richard Bandler and linguistics professor John Grinder. Later, notable figures such as Virginia Satir, Fritz Perls, and Milton Erickson joined them. Their developments were reflected in the book "The Structure of Magic" (1975), which quickly brought the authors success and financial well-being. They began conducting training sessions and actively promoting the methodology on the international stage.

One of the well-known followers of NLP is Jordan Belfort, a speaker and broker who became the prototype for the character in the movie "The Wolf of Wall Street." His character actively uses NLP techniques, manipulating words and gestures to achieve his goals.

Main NLP Techniques

NLP offers many individual and group practices. Some of the most popular techniques include:

Modeling — mimicking successful individuals to adopt their behavior and style.
Affirmation — repeating positive statements to change thinking.
Framing — changing the perception of a problem with an emphasis on positive aspects.
Anchoring — using stimuli to evoke specific emotions.
Hypnosis and self-hypnosis — influencing the subconscious through special techniques.

One of the NLP hypnosis techniques is Milton Erickson's triple spiral, where a person tells three stories, creating a logical connection between them in the listener's mind. This creates a situation where the main thesis penetrates the listener’s subconscious.

NLP in Advertising and Promotion

Some NLP techniques are applied in advertising, including:

Truisms — using well-known truths to incorporate the advertising message.
Implicature — indirectly pointing to the merits of a product without direct assertions.
Anchoring — creating associations between emotions and the product.
Synesthesia — engaging all of the buyer's senses to create a memorable experience.
Illusion of choice — creating a sense of choice for the buyer when their options are actually limited.

These techniques help to enhance the impact of the advertising message and attract the target audience's attention.

Pros and Cons of NLP

The effectiveness of NLP methods remains a subject of debate. The scientific community often criticizes this theory for the lack of reliable research and the use of outdated concepts about the human psyche. Some psychologists incorporate NLP techniques into their practice, which raises doubts among other specialists.