| [ freeeXpression ] in KIDS 글 쓴 이(By): Convex (4ever 0~) 날 짜 (Date): 2002년 10월 7일 월요일 오후 01시 56분 29초 제 목(Title): Re: 가설을 먹고 자라온 양자역학 >> 바로 피크닉 효과라고 해서 영화관에서 필름 일부분에 >> "코카콜라를 마셔라" "팝콘을 먹어라" 등등으로 보는 사람 몰래 >> 광고를 하여 매상을 올렸다는 주장을 한 사람이 있었는데 >> 오래 전에 사실이 아님이 밝혀졌으나 유명인들이 쓰는 책이나 >사실이 아니라는 주장의 참고문헌이 있나요? 피크닉이라는 제목의 영화를 상영하는 도중에 실험을 했다고 하여 피크닉 효과라고 합니다. 그러한 형식의 광고 방법을 subliminal advertisement 라고 하고요. 수사물 콜롬보에도 이것을 이용하여 범인을 잡는 장면이 있었죠. 이것을 정치에 이용해서 타후보에 관한 인신공격에 써먹었다고 주장하는 모 후보까지 있었으나 어쨌든 효과는 없었다고 합니다. 모 디제이가 자기 방송중에 지금 전화 걸면 얼마줄께라는걸 가끔 집어넣었는데 한사람도 전화를 안걸어와서 수상히 여기면서 이의를 제기한게 발단이 되었다고 하고요. 어쨌든 참고 자료는 다음과 같습니다. http://www.snopes2.com/business/hidden/popcorn.htm Claim: An early experiment in subliminal advertising at a movie theater resulted in tremendously increased sales of popcorn and Coke. Status: False. ************************ Origins: Public awareness of what we now term "subliminal advertising" began with the 1957 publication of Vance Packard's book The Hidden Persuaders. Although Packard did not use the term "subliminal advertising," he did describe many of the new "motivational research" marketing techniques being employed to sell products in the burgeoning post-war American market. Advertisements that focused on consumers' hopes, fears, guilt, and sexuality were designed to persuade them to buy products they'd never realized they needed. Marketers who could reach into the hearts and minds of American consumers soon found consumers' wallets to be within easy grasp as well. It was James Vicary who coined the term "subliminal advertising." Vicary had conducted a variety of unusual studies of female shopping habits, discovering (among other things) that women's eye-blink rates dropped significantly in supermarkets, that "psychological spring" lasts more than twice as long as "psychological winter," and that "the experience of a woman baking a cake could be likened to a woman giving birth." Vicary's studies were largely forgettable, save for one experiment he conducted at a Ft. Lee, New Jersey movie theater during the summer of 1957. Vicary placed a tachistoscope in the theater's projection booth, and all throughout the playing of the film Picnic, he flashed a couple of different messages on the screen every five seconds. The messages each displayed for only 1/3000th of a second at a time, far below the viewers' threshold of conscious perceptibility. The result of displaying these imperceptible suggestions -- "Drink Coca-Cola" and "Hungry? Eat Popcorn" -- was an amazing 18.1% increase in Coca-Cola sales, and a whopping 57.8% jump in popcorn purchases. Thus was demonstrated the awesome power of "subliminal advertising" to coerce unwary buyers into making purchases they would not otherwise have considered. Or so goes the legend that has retained its potency for more than forty years. So potent a legend, in fact, that the Federal Communications Commission banned "subliminal advertising" from radio and television airwaves in 1974, despite that fact that no studies have ever shown it to be effective, and even though its alleged efficacy was based on a fraud. You see, Vicary lied about the results of his experiment. When he was challenged to repeat the test by the president of the Psychological Corporation, Dr. Henry Link, Vicary's duplication of his original experiment produced no significant increase in popcorn or Coca-Cola sales. Eventually Vicary confessed that he had falsified the data from his first experiments, and some critics have since expressed doubts that he actually conducted his infamous Ft. Lee experiment at all. As usual, the media (and thereby the public) paid attention only to the sensational original story, and the scant coverage given to Vicary's later confession was ignored or quickly forgotten. Radio and television stations began airing subliminal commercials, leading to two congressional bills to ban the practice being introduced in 1958 and 1959 (both of which died before being voted upon). In 1973, Dr. Wilson B. Key picked up where Vicary left off, publishing Subliminal Seduction, an indictment of modern advertisements filled with hidden messages and secret symbols -- messages and symbols that only Dr. Key could discern (including the notorious example of the word "S-E-X" spelled out in the ice cubes pictured in a liquor advertisement). The old "subliminal advertising" controversy was stirred up again by Dr. Key's book, leading to the 24 January 1974 announcement by the FCC that subliminal techniques, "whether effective or not," were "contrary to the public interest," and that any station employing them risked losing its broadcast license. For neither the first nor the last time, a great deal of time and money and effort was expended on "protecting" the public from something that posed no danger to them. As numerous studies over the last few decades have demonstrated, subliminal advertising doesn't work; in fact, it never worked, and the whole premise was based on a lie from the very beginning. James Vicary's legacy was to ensure that a great many people will never be convinced otherwise, however. Sightings: The "subliminal cut spurs popcorn sales" is not only explicitly mentioned in a 1973 Columbo movie (Double Exposure) but the acceptance of its principle as fact forms the basis of the episode. Last updated: 18 August 2002 --,--`-<@ 매일 그대와 아침햇살 받으며 매일 그대와 눈을 뜨고파.. 잠이 들고파.. Till the rivers flow up stream | Love is real \|||/ @@@ Till lovers cease to dream | Love is touch @|~j~|@ @^j^@ Till then, I'm yours, be mine | Love is free | ~ | @@ ~ @@ |