Sociology 2172A/B Lecture Notes - Lecture 5: Ritz Crackers, Subliminal Stimuli, James Vicary

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Published on 19 Apr 2013
School
Western University
Department
Sociology
Course
Sociology 2172A/B
Professor
Week 5 Feb. 6/13
Subliminal Advertising & Product Placement
Subliminal Advertising
- Originator of term James Vicary (1957)
- a stimulus that goes beyond conscious level that your brain will pick up
- Famous for “Eat popcorn and drink Coke” Study
While movie “Picnic” was playing, a message was flashed during the film
weren’t enough to be registered at a conscious level
Registered at an unconscious level
Claims: over 6 weeks popcorn increased by 60% and Coke 20%
1962: admitted that study was totally fabricated
- General consensus - Advertisers use subliminal advertising and they are effective
- Wilson Bryan Key (1970s)
Subliminal Seduction, Media Sexploitation
Claim: Advertisers use subliminal sexual objects and imagery to buy
objects/services
Eg. Ritz Cracker sex written in Ritz cracker, Alcohol - sex in ice cubes
Subliminal Perception - Pratakanis & Greenwald (1998)
- 1) Sub-threshold Stimuli
eg. “Eat popcorn and drink Coke” Study
anything where you get bits of info that you wouldn’t consciously be aware of
- 2) Marked Stimuli
get a messaged followed by something else
eg. get a messaged followed by a bright flash so you don’t get the message
before it
- 3) Unattended Stimuli
eg. naked pictures in ice cubes, embedded words in photos
- 4) Figuratively Transformed Stimuli
words and pictures are distorted
eg. play a record backwards to worship the devil
Budweiser Ad cloud looks like a bra, beer bottle fornicating with cloud, plane ejaculating
Marlboro - lit up penis area
Camel naked guy with penis
Pepsi- line up cans to spell “Sex”
Lipstick looks like Penis in her mouth
Coke Ad photos in ice cubes
Ikea Ad dogs penis
Disney’s Tangled “Sex” written in rope
Flick Off looks like “Fuck Off”
- ABC rejected KFCs hidden msg ad because of policy against subliminal advertising
Told to record ad and play backwards for a msg
Msg told you to go to website to get a coupon
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Document Summary

Originator of term james vicary (1957) A stimulus that goes beyond conscious level that your brain will pick up. Famous for eat popcorn and drink coke study. While movie picnic was playing, a message was flashed during the film weren"t enough to be registered at a conscious level. Claims: over 6 weeks popcorn increased by 60% and coke 20% 1962: admitted that study was totally fabricated. General consensus - advertisers use subliminal advertising and they are effective. Claim: advertisers use subliminal sexual objects and imagery to buy objects/services. Ritz cracker sex written in ritz cracker, alcohol - sex in ice cubes. Eg. eat popcorn and drink coke study. Anything where you get bits of info that you wouldn"t consciously be aware of. Get a messaged followed by something else. Eg. get a messaged followed by a bright flash so you don"t get the message before it. Eg. naked pictures in ice cubes, embedded words in photos.

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