Though the study was never reported in a scientific journal and had no control group, it fit a popular paranoia of media power such that it caused a public outcry concerning psychological manipulation of consumers, which was immediate and widespread (Moore 1982). The claimed results of increased sales of popcorn and cola were widely reported in numerous news media stories. Vicary claimed to have conducted a six-week study in 1957 that involved showing movies while at the same time projecting the words "eat popcorn" and "drink Coca-Cola" on the screen for 1/3,000 of a second. In a movie theater in Fort Lee, N J, psychologist and marketing researcher James M. What is commonly thought of today as subliminal advertising began in 1957 when a movie theater experiment subliminally directed the audience to "eat popcorn" and "drink Coca-Cola." David Ogilvy, founder of the international advertising agency Ogilvy & Mather, noted that "nfortunately word of found its way into the public prints, and provided grist for the mills of the anti-advertising brigade" (Ogilvy 1983, 209). The literature repeatedly shows that most effects are only obtained in highly artificial situations, and no research has shown an effect that changed attitudes or impacted purchasing behavior. This paper reviews nearly 50 years of research on subliminal advertising and comments specifically about Bullock's more recent publication. August Bullock (2004a) is the most recent "advocate" with his book The Secret Sales Pitch: An Overview of Subliminal Advertising. Every 20 years, subliminal advertising pops back into popular culture.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |