For the first time, the idea of hidden advertising was born in onefrom movie theaters in American New Jersey in the summer of 1957. During the film “Picnic”, later awarded the Oscar, marketer James Vikeri every 5 seconds showed an advertisement on the screen with the film being shown. The show was interrupted so quickly that it was impossible to detect them consciously. Nevertheless, the fleeting advertisement for soda and popcorn invented by Vikeri increased the sales of cola by 18.1%, and popcorn by 57.8%. Does hidden advertising really really affect us so much, and if so, can we somehow resist it?
Do techniques work on influencing the human subconscious?
When Vickery shared the results of hisexperiment with the public, the data published by him was very interested in the president of the psychological company Psychological Corp., who invited the marketer to repeat his experiment, claims the portal livescience.com. However, after Vikeri was unable to restore the company's sales growth, he admitted that he simply fabricated the results of his famous experiment. Can it be that then subliminal messages do not affect human decisions?
Perhaps a wretched con man would be very surprisedif I knew that hidden messages are indeed a fairly powerful form of exposure. Jan Zemmerman, an assistant professor of psychology at the University of Minnesota, believes that subliminal messages can have some influence on our decisions, but in order for hidden advertising to work, specialists in advertising It is necessary to take into account several important points: from the personal attitude of the audience to the product they demonstrate to their banal mood.
Advertising - This is an advertising system, the process of informing people about goods and services.
In theory, subliminal messages convey the ideawhich the conscious mind is not able to recognize. So, the brain can simply ignore the information because of the speed of its display, which was not taken into account, for example, by opponents of one of the US presidential candidates Al Gore in 2000. It is known that then during the broadcast of the debate, the campaign of George W. Bush launched the hidden word “rat” in order to denigrate the candidate in the eyes of voters. Although the result of such an unsightly attempt is still unknown, as we all know, it was George W. Bush who once ruled the United States. Perhaps this was facilitated to some extent by hidden advertising?
A laboratory experiment conducted by scientists in 2002 can be evidence of the effective operation of subliminal messages. Then
researchers combined cadre cadresCoca-Cola with the word "thirst" and with one of the episodes of the famous TV show "The Simpsons". The results of the study indicate that the thirst for the participants in the experiment was 27% higher than that of the control group, which watched the animated series without any hidden advertising inserts.
In other words, subliminal messagingworks best when it connects to an existing desire. In the event that a person is currently not experiencing any need or purpose to which a subconscious message is connected, it probably will not be more effective.
However, subconscious influences cannotlast long. According to a study published in the journal Neuroscience of Consciousness in 2016, this effect lasts an average of 25 minutes. After a specified period of time, subliminal advertising disappears from memory and ceases to be effective.
In general, our subconscious is an interesting thing. You can read about how scientists learned to predict our decisions that have not yet been made by analyzing the work of the most mysterious mechanism of our body in this article.