Subliminal Advertising
Advertising actually uses consumers' subconscious perceptions to stimulate advertising. This is an advertising theory proposed by research expert Vicary. This theory states that what the conscious mind actually sees is only a portion of what the eyes present. Vicari conducted his experiment in a movie theater in northern New Jersey, USA. He asked the boss to prepare a special projector. When the movie "Picnic" was shown, the two machines worked simultaneously. During the movie screening, many machines were used. Weak intensity projects the words "Drink Coca-Cola" or "Please eat popcorn" on the screen, inserted every 5 seconds at a speed of 1/3000th of a second. In this way, although the conscious eye cannot notice the advertising information superimposed on the movie scene, the unconscious eye has memorized and "read" this information. Throughout the summer of 1957, the test was successful, with consumption of Coca-Cola rising by one-sixth and popcorn by more than 50% due to subliminal advertising. Vicary patented the idea and organized a company to work on "subliminal" films and television.
This experimental conclusion caused an uproar in the United States and was widely condemned. It now appears that subliminal advertising will no longer be used because it conflicts with the law. But the storm that subliminal advertising caused at the time made Vicary famous. The theory of subliminal advertising has even been applied to movie stories, depicting politicians who use any means to manipulate TV programs in order to win the election.
A survey of American consumers shows that almost 2/3 people believe in the existence of subliminal advertising, and more than half of them are convinced that this can make them buy things they don't actually need.
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