...SUBLIMINAL SUBLIMINAL ADVERTISING ADVERTISING S UBLIMINAL ADVERTISING Intergrated Term Project Rakhi Jerly Semster 5 Fashion Communication Design What is Advertising? “Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. “ (Wells, Burnett, & Moriaty 1998) Criticism for advertising: While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Human psycology and Advertising: The human being is a complex creature. The same complexity that gives us the ability to manipulate objects also makes us vulnerable to manipulation. It is very Important for advertisers to study the human psycology and consumer behaviour inorder to exert maximun influence on target consumers. They aim at the vulnerabilities of human mind. A successfull ad agency is one which “manipulates human motivations and desires and develops a need for goods with which...
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...How a Publicity Biitz Created The iVIyth of Subliminal Advertising By Stuart Rogers I n September 1957, I began what to me was a serious study of contemporary applied psychology at Hofstra C'ollege in Hempstead, Long Island. At exactly the same time, in nearby New York City, an unemployed market researcher named James M. Vicary made a startling announcement based on research in high-speed photography later popularized by Eastman Kodak Company. The Tachistoscope Some time before, a device had been developed that could emit a flash of white light at a speed of I/60,000th ol a second. It was called the tachistoscope. The light pulse of the tachistoscope was so fast that it was imperceptible to human consciousness—what I was learning as a psychology student to call "subliminal." because it was below ("sub") the threshold ("limen") of human perception. The work done for Kodak involved a tachistoscope providing illumination in a pitch-dark studio for a large-lens camera with an open aperture. In one series of experiments, the flash of the tachistoscope was triggered electronically by the sound of a rifle shot, and the image of a bullet in flight was frozen on color film. Perhaps you have seen samples of these remarkable photographs hanging on the walls of your local camera store. Retainers and Consulting Fees Armed with the scientific sound of "tachistoscope,** Vicary invented a sparkling new pseudoscience, and proceeded to contact the CEOs, marketing directors, and advertising...
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...Chapter 1 1. Describe the interrelationship between consumer research, market segmentation and targeting, and the development of the marketing mix for the manufacturer of HDTV sets. Consumer research describes the process and tools used to study consumer behavior. Broadly speaking, there are two theoretical perspectives that guide the development of consumer research methodology: the positivist approach (objective and empirical causal research) and the interpretivist approach (qualitative and based on small samples). The focus of the marketing concept is consumer needs. Three elements for creating a strategic framework for discovering and analyzing those needs are market segmentation, market targeting, and positioning. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. Because most companies have limited resources, few companies can pursue all of the segments identified for the company to pursue. Market targeting is selecting one or more of the segments identified for the company to pursue. Because many companies have adopted the marketing concept, the marketplace is filled with many products and services claiming to satisfy consumer needs. Positioning is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfill...
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...Chapter 1 1. Describe the interrelationship between consumer research, market segmentation and targeting, and the development of the marketing mix for the manufacturer of HDTV sets. Consumer research describes the process and tools used to study consumer behavior. Broadly speaking, there are two theoretical perspectives that guide the development of consumer research methodology: the positivist approach (objective and empirical causal research) and the interpretivist approach (qualitative and based on small samples). The focus of the marketing concept is consumer needs. Three elements for creating a strategic framework for discovering and analyzing those needs are market segmentation, market targeting, and positioning. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics. Because most companies have limited resources, few companies can pursue all of the segments identified for the company to pursue. Market targeting is selecting one or more of the segments identified for the company to pursue. Because many companies have adopted the marketing concept, the marketplace is filled with many products and services claiming to satisfy consumer needs. Positioning is developing a distinct image for the product or service in the mind of the consumer, an image that will differentiate the offering from competing ones and squarely communicate to consumers that the particular product or service will fulfill...
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...Developing Country Studies ISSN 2224-607X (Paper) ISSN 2225-0565 (Online) Vol 2, No.3, 2012 www.iiste.org Advertisement Movement through Electronic and Print Media: A Study on Bangladesh MD. ABDULLAH AL JAMIL Department of Marketing, Comilla University, Kotbari, Comilla, Bangladesh. Postal Address: 16/F (Ground Floor), Tallabgh, Shukrabad, Mohahammadpur, Dhaka-1207, Bangladesh. Country Code: 880. Cell No: 01712561508, 01674-931127 E-mail: tanvir1111@yahoo.com Abstract The advertising industry has already passed almost four decades of institutionalization in Bangladesh. At the beginning of information and telecommunications technology, the industry has practiced drastic drag in all its localities such as the number of advertising agencies, patron firms, research organizations, models, production houses, fashion houses, handicrafts and so on. The industry has inclined its contiguous circumstances as well as accustomed to cope-up with the changed position. Now, it is time to reunite the progress and find out what it has accomplished and what nevertheless to achieve. So far, the study has contemplated on the quantitative features of the industry but the qualitative approval however needs to be completed. This paper also concentrated on the qualitative characteristics of the industry and marks the trends in progress of the advertising industry while focusing on the potential prospects. Finally, it provides some courses of action leading to an environment promising and healthy...
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...Title of the paper: “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” Authors: 1. C.Gomathy, Head of the Department, Department of B.Com (AM), PSGR Krishnammal College for Women, Coimbatore. E-mail id: cgomathy@psgrkc.com Ph.No. 9600772041 2. G.Kalavathy Associate Professor, Department of Commerce, PSGR Krishnammal College for Women, Coimbatore. E-mail id: kalavathy@psgrkc.com Ph.No.9443998089 3. P.Keerthika M.Phil Research Scholar, PSGR Krishnammal College for Women, Coimbatore. “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” *Mrs.C.Gomathy **Mrs.G.Kalavathy ***Ms.P.Keerthika ABSTRACT The impact of television is vital because of its enormous potential as an audio-visual communicator. Television enables the creative man to communicate by combining motion, sounds, words, colour, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change...
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...Unconscious Racial Stereotypes about Adolescent Offenders Are Police Officers and Juvenile Probation Officers racially biased? Siobhan L. Healy July 1, 2014 Author Note Summary of the article “Priming unconscious racial stereotypes about adolescent offenders” by Graham, Sandra, Department of Education, University of California, Los Angeles, CA, US, shgraham@ucla.edu Lowery, Brian S., Graduate School of Business, Stanford University, Stanford, CA, US, 2004, retrieved on July 1, 2014 from http://eds.b.ebscohost.com.lib.kaplan.edu/eds/detail?vid=8&sid=607e6528-f5a4-4930-86e8-de2972012034%40sessionmgr198&hid=116&bdata=JnNpdGU9ZWRzLWxpdmU%3d#db=pdh&AN=2004-20470-001. Abstract This paper summarizes the main ideas of the article “Priming unconscious racial stereotypes about adolescent offenders” by Graham, Sandra, Department of Education, University of California, Los Angeles, CA, US, shgraham@ucla.edu Lowery, Brian S., Graduate School of Business, Stanford University, Stanford, CA, US. The main question asked is whether decision makers within the juvenile justice system harbor unconscious racial stereotyping. For this purpose, two studies were developed to examine the above question. Experiment 1 was performed on Police Officers and Experiment 2 involved Juvenile Probation Officers. Both groups were “subliminally exposed” to words either in the Black or Neutral Race category before being given tasks unrelated to the sublime race reference and without...
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...Title of the paper: “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” Authors: 1. C.Gomathy, PSGR Krishnammal College for Women, Coimbatore. “A STUDY ON INFLUENCE OF CELEBRITY ADVERTISEMENT IN TELEVISION ON CONSUMERS’ PURCHASE DECISION” *Mrs.C.Gomathy ABSTRACT The impact of television is vital because of its enormous potential as an audio-visual communicator. Television enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience. T.V. advertisements usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the product. Advertisements are among the most visible of the marketing strategy and have been the subject of a great deal of attention in the last ten to fifteen years. Advertisement cannot only change emotions but give subliminal message. Celebrity Advertising has become a significant tool for creating awareness of products. The important point in celebrity advertising is the effectiveness with which they are endorsing the product. By the mere presence of celebrity, the product will not make a sale. This study makes an attempt to find out whether the consumers are influenced...
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...regarding the framing of the works. When Rumford was asked a question, he elaborated more than he initially said, often sharing personal stories or a greater insight on things the audience may have desired to hear. As the research of the works was conducted by having a conversation with Keene and his family members, it was very personable. However, the research given by Ernesto Gomez regarding the time periods in which Keene lived, was a good prelude into the main discussion given by Rumford, and provided the information needed for the audience to understand the artwork that was to be discussed. Many of the artist’s comments and arguments stated that Keene was a very influential artist and was very crucial, as he recorded many of the most important moments in world history. The artistic style of Keene was a curious combination of American, European, and Haitian influence, and was, therefore, a very different style of art for his time. Rumford also stated that, although Keene was mainly a painter, Keene’s prints and works on paper were as important as his works on canvas. Mind, that statement was a personal one, but I enjoyed that Rumford put his personal opinion into the discussion in regards to the idea within the artistic community that prints and work on paper are very near to the bottom of the hierarchy of work with paintings on canvas residing somewhere close to the top of the scale. In sum, Rumford presented a developed discussion regarding the life and work of...
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...Abstract Purpose – The aim of the paper is to discuss a possible extension of narrative analysis to a new medium of expression of consumer behaviour, specifically YouTube. Design/methodology/approach – Marketing and consumer behaviour studies often apply narrative analysis to understand consumption. The consumer is a source of introspective narratives that are studied by scholars. However, consumption has a narrative nature in itself and consumers are also storytellers. YouTube is a new context in which subjects tell stories to an audience through self-made videos and re-edited TV programs. After defining the pros and cons of different approaches to the study of YouTube, narrative analysis is presented as a possible means of understanding YouTube. Findings – Some preliminary evidence is presented by discussing several YouTube videos. These indicate that YouTube content can be better understood as stories, rather than example of other approaches, such as visual analysis, media studies, videography, and others. Research limitations/implications – From the analysis conducted, preliminary managerial implications can be drawn. It seems unlikely that normal TV broadcasters will be substituted by YouTube videos. For the most part, YouTube content draws its sense and shared meaning from the major TV shows and series. The discursive nature of YouTube is also an indication of how to deal with this new medium as a company or researcher. Originality/value – The paper is an attempt to open up new...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...Ethical Considerations in Marketing, Product Safety, and Intellectual Property LEG500 August 25, 2014 Write an eight to ten (8-10) page paper in which you: http://www.insidebusiness360.com/index.php/ethical-issues-faced-by-marketers-18696/ Legal and ethical situations have been a topic in the business world since day one. Legal and ethical can sometimes be confusing in the work place if there are not rule and regulation to abide by in the organization. Legal is an act according to law, not in violation of law or anything related to the law. Ethical involving questions of right and wrong behavior relating to ethics and following accepted rules of behavior that are morally right and good. 1. Research three to five (3-5) ethical issues relating to marketing and advertising, intellectual property, and regulation of product safety and examine whether PharmaCARE violated any of the issues in question. Marketing is the total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer. Advertising is the act or practice of calling public attention to one's product, service, need, etc., especially by paid announcements in newspapers and magazines, over radio or television, and on billboards. According to Mathenge,“Over the years, advertising and marketing communication messages have created a lot of debatable ethical issues, due to the public belief , that advertisements nowadays deeply affect the way people perceive...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...Analysis Paper on the Barriers to Breastfeeding in the Media HEA-305 Women’s Health Breastfeeding is regarded as one of the most rewarding activities mothers partake in when caring for their children. The cells, hormones and antibodies in breast milk provide babies with unique protection against various illnesses (“Women’s Health”, 2014). Studies have shown that breast feeding reduces the risk of ear infections, gastroenteritis, severe respiratory tract infections, eczema, asthma, obesity, diabetes, childhood leukemia and sudden infant death syndrome (Northrup, 2014). With all of the great benefits breast feeding affords, it is unfortunate that breast feeding is no longer regarded as a natural process between a mother and child but as an obscene act that has become inferior to bottle feeding. The absence of the media’s acceptance of breast feeding, has led to a shift in our culture which is now influenced by the over flooding of products and advertisements promoting bottle feeding as the best way to feed a child. A product that supports the shift to a bottle fed culture that I chose to analyze was the Bottle Holder accessory by BabyGiraffe which is pictured below: The bottle holder accessory which was featured on lilsugar.com, a popular blog for mothers was regarded as a “third arm” for busy moms that have other younger children (“5 Products Designed”, 2014). The intended audience for this product includes busy mothers who commute frequently (the ad includes a car seat)...
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...Chapter 16 Today’s Promotional Techniques Chapter Contents Brief Chapter Outline 16.3 Other Teaching Resources 16.4 What’s New in this Edition 16.7 Lecture Outline and Lecture Notes 16.8 PowerPoint Slide Show 16.46 Transparency Acetate Notes 16.50 Casing the Web 16.54 Developing a Promotional Strategy for Biltmore Estate Answers to Video Case Questions 16.57 The Art Of Motoring – Mini Usa Lecture Links 16.58 Lecture Link 16-1: Subliminal Advertising 16.58 Lecture Link 16-2: Autowrap Mobile Advertising 16.58 Lecture Link 16-3: Dealing with Changes in Personal Selling 16.59 Lecture Link 16-4: Sampling Works Wonders 16.59 Lecture Link 16-5: Viral Marketing Used to Promote Yu-Gi-Oh! 16.60 Critical Thinking Exercises 16.61 Critical Thinking Exercise 16-1: Identifying Product Placement 16.61 Critical Thinking Exercise 16-2: Advertising Appeals 16.62 Supplemental Cases 16.64 Supplemental Case 16-1: Waking Up the Coffee Industry 16.64 Supplemental Case 16-2: The New Breed of Salesperson 16.67 Brief Chapter Outline CHAPTER 16 Today’s Promotional Techniques GETTING TO KNOW DAN WIEDEN OF WIEDEN AND KENNEDY I. PROMOTION AND THE PROMOTION MIX. II. ADVERTISING: PERSUASIVE COMMUNICATION. A. The Growing Use of Infomercials. B. Advertising and Promotion on the Internet. C. Global Advertising. III. PERSONAL SELLING: PROVIDING PERSONAL ATTENTION...
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