Carbohydrate: the Ultimate Hunter 115 will be in life. Most people with high IQs and high levels of education work for those with lower IQs and inferior educational achievements – but higher EQs! Now think about this. If you want to control people and get them to buy your food products( or give your government more power) wouldn’ t it be best to do it so they don’ t know? Wouldn’ t it be best to influence them in a way that they do not perceive as influencing them? As a general rule I don’ t think any of us like the idea of being controlled or‘ sold to’. So would not the best way to control us be to use a way of controlling us that we don’ t believe works? Better still, a way that we don’ t believe works, that talks to a part of us that we are only distantly acquainted with and don’ t really have much respect for – our unconscious? McDonald’ s knows more about Freudian Theory than most doctors. In fact, I would argue that McDonald’ s will go down in history as a more influential proponent of the unconscious mind than Freud, simply because they applied it at social and commercial levels that Freud could not have imagined – whereas the man limited himself to the individual. So how did McDonald’ s apply its understanding of the unconscious? Remember, Freud believed we are ultimately driven by emotions rather than rational thought. What is the most powerful emotional attachment for not just humans but all animal species? Absolutely, the attachment to our children. Where we won’ t spend money on fast food for ourselves – for all the right reasons – we will spend money on our children for all the wrong reasons. Our emotional attachment to our children is such that we will be moved by them. Our DNA programs us to care for them and, wait for it … feed them. The human race must have food to survive. But more powerful than that, we cannot bear to see them unhappy. They pull at heartstrings to which no advertising executive has access. If we had a McDonald ' s advertising executive sitting in our backseat urging us to pull in to the‘ golden arches’, I don’ t think most of us would find it too hard to pull over to the side of the road and give them the