The Borgata – The Show That Never Ends billboard

Borgata - The Show That Never Ends billboard - large

Installed near the NJ side of the Lincoln Tunnel

The message to men is clear: The Borgata Atlantic City casino is a great place to “get lucky.” The cork embraced by the mouth of the model on the left certainly needs no explanation. What should be noted is that the subconscious mind will quite gleefully fill in the blanks of the not shown phallic wine bottle neck and the ejaculation release of champagne.

As the model to the right appears to be wearing a funeral hat, the billboard also communicates to women the idea of the casino as a vehicle for re-establishing a social life.

Motorists see the image either just when driving by or through peripheral vision while waiting to pay the toll. As the advertising is not consciously examined, the mind acquires the content subliminally.

Sell alcoholic beverages without marketing?

Dr. Fekjær proves that trying to sell alcoholic beverages without marketing makes as much sense as trying to distribute these products without bottles. Chapter 4 shows that the perceived effects of alcohol are not inherent, but learned — dependant on the set of expectations. Chapter 8 reviews research where consumers can’t tell “better” alcoholic beverages from cheaper versions. Plus, drinkers of a particular brand seemingly are unable to distinguish that drink from others unless labeled.

Brand preference and even the product experience must be learned; marketing serves as the teacher.

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The Psychology of Getting High
by Hans Olav Fekjær, MD, psychiatrist,

Part 1 – Unconscious motives for intoxicant use

Chapter 1: Intoxicants as symbols and rituals

“Having a glass of wine is so nice and cozy”
Symbols generate moods
Symbols are valuable tools
The symbolic functions of the intoxicants
Rituals and the spirit of community
Drug use as a compulsory ritual
Ceremonial chemistry
The wine snobbery and cocaine snobbery
Snobbery is not perceived subjectively

Chapter 2: Intoxication as alibi for performances

The social psychology of intoxication
Explaining behavior and performances
The attractiveness of self-handicapping: Principles
The attractiveness of self-handicapping: Examples
Intoxicants as tranquilizers: Principles
Intoxicants as tranquilizers: Examples

Chapter 3: Intoxication as alibi for actions

Responsibility during intoxication
Forgive them, for they know not…
A sense of freedom – for better or for worse
A strict conscience on vacation
… but more often, a permissive conscience is on vacation
Intoxication for different purposes
Advertising the alibi
The extenuating circumstance in court
What is meant by “drinking too much”?
The cause of counter reactions: Problem behavior
Do they really “not know what they do”?
Intoxication as a collective self-deceit

Part 2 – Conscious motives for intoxicant use

Chapter 4: Are intoxicants magical substances?

Magical substances or learned effects?
Research with humans and animals
How do we identify our feelings?
Can chemical effects be learned?
The power of expectations: The mighty placebo

Can intoxicants be studied by blind tests?

Chapter 5: Do illegal drugs have pleasant effects?

The pioneer study of marijuana
Later research on marijuana intoxication
Do amphetamine and cocaine have pleasant effects?
Are addicts and drugs users motivated by the chemical effects?
Psychological effects of morphine and

Psychological effects of LSD, inhalants etc.

Chapter 6: What are the psychological effects of alcohol?

Blind tests with alcohol
The “Marlatt Method”
Alcohol and sex
Alcohol and inhibitions
Is alcohol a tranquilizer?
Alcohol and aggression
Alcohol, mood and self-confidence
The effects of alcohol upon skill and performance
Blind tests with alcohol – and so what?
Alcohol as a natural adulterant
The best studies: alcohol in different cultures
Learning the spell of alcohol
“Loss of inhibitions” – only now and then
The behavioral effects of alcohol – conclusions

Chapter 7: The chemistry of “getting high”

The adventurous experiences of intoxication and religion
The pharmacological basis of getting “high”
“Getting high” — not an effect, but an interpretation.

Chapter 8: Do alcoholic beverages taste good?

Taste preferences: inborn or learned?
Is alcohol of vital importance for the taste?
Do “good” alcoholic beverages taste better than “poor”?
Alcohol, taste and illusions

Chapter 9: Research on motives for intoxicant use, in perspective

From superstition to science: demystification of

How did alcohol and other drugs become
“psycho-active” drugs?

Chemical hypothesis or indisputable motives?
Understanding intoxicant use – is it possible?

Chapter 10: May conventional wisdom be changed?

Separating alcohol use from disinhibition
Putting theory into practice
Altered expectations give altered experiences