"It's a secret language, known to all different people, in different ways, that enables them to read a subliminal message without realising they're reading it. It affects people on many levels, and even people who think they're not into fashion, or reject fashion are then being informed just in the case of rejecting it. The fact that they had to react against it was a conscious decision."

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The determination of the relationship and mutual dependence of the facts in particular cases must be the first goal of the Physicist; and for this purpose he requires that an exact measurement may be taken in an equally invariable manner anywhere in the world... Also, the history of electricity yields a well-known truth-that the physicist shirking measurement only plays, different from children only in the nature of his game and the construction of his toys.

— Franz Karl Achard