The IOC also had to accommodate the Games to the varying economical, political, and technological realities of the 20th century. As a result, the Olympics shifted away from pure amateurism, as envisioned by Coubertin, to allow participation of professional athletes. Not surprisingly, news sources in most countries give fullest coverage to their own athletes.. While listening to a normal forward message (often somewhat nonsensical), one is simultaneously being treated to a back wards message (in other words, the lyric sounds like one set of words going forward, and a different set of words going backwards). Some experts believe that while the conscious mind is absorbing the forward lyric, the subconscious is working overtime to decipher the backwards message.Subconscious stimulus by single words is well established to be modestly effective in changing human behavior or emotions. However there is no strong evidence that messages in advertising can or have been used effectively.Perception of subliminal messages is a type of subconscious cognition.An important question about subliminal perception is: How much of the message is perceived? That is, is the whole message sensed and fully digested, or are only its main and simpler features? There are at least two schools of thought about this.
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