their male superiors and they’re expected not to interpret these gestures as
sexual advances. The research also shows that men may interpret a woman’s
touch as conveying sexual intent, whether this is the case or not. The find-
ings demonstrate that if touching implies power or intimacy, and women are
considered by men to be status inferiors, a woman’s touch is read as an inti-
mate gesture, because power is not a reasonable interpretation.Unless the people who are touching one another are of equal status, the
person who is in a higher position is the one who, in theory, initiates the con-
tact. A flagrant disregard for this practice occurred in 1992 when Queen
Elizabeth II was visiting Australia. Without considering the potential implica-
tions and reactions, Paul Keating, the Australian Prime Minister at that time,
put his arm around the Queen’s waist in an effort to guide her as she walked
amongst the crowds. British traditionalists were appalled at his behaviour.
The Australians didn’t understand what the palaver was all about. And as for
the Queen, we never knew what she thought.Reinforcing the message....................................................................
Touch is a powerful gesture. Depending how you administer it, it can be a
sign of love, support, anger, or frustration.Say you’re arguing with another person. The tension rises, cruel words are
said, and before you know it you’re slapped across the face. This is an
extreme example of reinforcing a negative message. The gesture supports
what’s been said and is a physical sign of anger, frustration, and desire to
inflict pain.Your little girl falls down and scrapes her knee. As she cries you cradle her in
your arms and stroke her hurt leg to soothe and comfort her. Here, the touch
is a calming and placating action meant to reassure and to console.In both cases the touch reinforced the message. The type of touch deter-
mined the type of message being reinforced.Savvy sales people, marketers, and advertisers understand the importance of
appealing to as many senses as possible, including the sense of touch, when
selling to the buying public. You seethe product and your visual sense is
stimulated. You hearthe product, like the snap, crackle, and pop of breakfast
cereal or the roar of a powerful engine, and your auditory senses are stirred.
And when you touchthe product, whether soft carpet or smooth leather, your
kinaesthetic response reinforces the message that this product is something
that you like the feel of.If you want to appeal to someone, appeal to all his senses.136 Part III: The Trunk: Limbs and Roots