While older research indicates placing subliminal text within visual media as not having any measurable effect on the viewer, today media is saturated with continual and repetitive flashing visual stimulus. The research of Canadian’s Ronnie Cuperfain, a company marketing executive, and Keith Clarke, a professor of Marketing at the School of Business Administration at Dalhouise University claim, “academic marketers may have been too quick to discount the ability of subliminal presentations to impact upon consumer decision making” (A New Perspective). Their research indicates that right brain activity and memory recall to image placement and repetition can be highly influential to viewers. According to Siva K. Balasubramanian, Associate Professor of Marketing at the College of Business and Administration, Southern Illinois University at Carbondale, the current trend of advertisers is through the use of hybrid advertising messages, or those messages that employ hidden or deceptive practices, such as, product placement – having an actor use a brand or having it in the camera view’s background, program tie-ins, where advertising agencies dictate multiple or exclusive advertising rights over the movie, and Program-Length Commercial (PLC) also known as infomercials where the viewer watches a full length episode of actors espousing the use of the advertiser’s product throughout. It appears advertisers and marketers in the United States have dominating free reign to influence the American viewer in any manner possible with seemingly little social or moral guidance.
What do you think?
__________
References
Balasubramanian, Siva K. “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues.” EBSCO – Journal of Advertising. Dec. 1994. Web. 31 Mar 2011.
Cuperfain, Ronnie, Clarke, Keith. “A New Perspective of Subliminal Perception.” PsychInfo. 1 Nov. 1985. Web. 31 Mar 2011.
No comments:
Post a Comment