The next stage this the internalization of the (messages) present values in the given announcement - what moves or to consolidation of the given value in the whole arrangement of the world of recepient value, be also the changes of this arrangement; and now consolidation of the former need of the possession of the given good can happen, particularly alone this thirst or also appearing the new need. This relates to all which will happen not so much so-called values recognised, how many values felt, the factor of recepient more far behaviours.
He sets with consolidation or the change of the value simultaneously consolidation or the change of attitudes, that is the totality of instruction to the estimating and emotional reacting and convictions of the relating features of given goods, as also susceptibility to such and not different behaviours - that is to the purchase of given goods or service.
Passing on information below the threshold of the consciousness is possible. Painting lasting 1/30 second or more briefly, that is too briefly, he would by to be registered by the eye, if sound, insufficiently loud, the ear to detect can him, they reach to recepient, because one the weak influence accumulates with time their. He happens with the visual
and acoustic information which were concealed among different similarly.
Hidden influences on the consumer behaviour, so from the pretence of the insignificant factor as the pace of the musical work, they make up the good example of the mechanisms which can use
and use in the advertisement. Advertising money transfer has two layers in many cases. He is one of them this, be able to inform recepient. Hidden elements second create before his reflection - from the simple manipulation music, to act on the (sublimes)subconscious by money transfers havings, after feeling observational.
The average consumer be able to not to inform the hidden elements of advertising money transfer, because he doesn’t possess necessary to this specialist knowledge, neither doesn’t administer necessary the apparatus sometimes. He is, so in the face of them helpless.
Before the end of years fiftieth public opinion not many influenced to sail about advertisements havings recepient beyond the control of the consciousness. Just in 1957 Vance Packard, in his book pt. the “Hidden persuasion” (“Hidden persuaders”) he disclosed what earlier only scientists handful knew. He claimed simultaneously that 2/3 the largest advertising agencies had using the discoveries of psychology, psychiatry and sociology to manipulating consumers. The book met with the great interest, about what selling 100 thousands her copies testifies only in first year.
Accusations themselves, and they the slander of Packard caused the true movement in western countries practically, mainly in the USA. After first consumers as the community felt<
G.J.Gorn made banal, but the important experiment. He showed two slides representing this alone feather in two colouristic versions (blue and pink)to the studied students of American universities. The introduction of one was united of them with played in the background music the pope, second meanwhile with the works of classic Indian music. When persons taking the part in the experiment were asked for the choice of some from feathers, they showed in 79 % cases this, which appeared with music the pope in the background.
In 1957 James Vicary were - 3/1000 second of cinemas in the Fort Lee (condition New Jersey)
during the projection of the film displaying in one, what 5 sec und on alternatively inscriptions: the “Drink Coke” (“Drink the Coke”) and “Hungry? Eat popcorn” (”you’re hungry? Eat roasted maize”). Viewers didn’t notice anything obviously, because the eye isn’t able to detect lasting paintings so briefly. They however reacted on the advertisement allegedly, because 6 weeks the sale of the Coke grew up about 58% in the draught, meanwhile popcorn about 18% . When given
about the experiment were widespread, it came to public protests. After several years of scientific investigations, when the proofs were not found however on statements Vicary`ego and he he confessed that he’d never conducted the experiment alone, the relief appeared at uneasy persons.
We administer numerous proofs on the existence of money transfer subliminalnego at present. The feminine act was used on example in one of the experiments of the advertisement of cigarettes and Scottish whisky
in the prepared notice. For studied men groups happened advertised in this way products more attractive in the composition with the usual versions of these notices, though the sexual plot itself didn’t reach to the consciousness tested persons completely.
The newest investigations also induce to optimism. It turned out, for, that the advertisement isn’t directed to the subconscious so dangerous as was judged some day because he be subject to serious limitations:
- he can sail only the addressee very elementary needs, such how the hunger, thirst, if the sexual impulse, not meanwhile on higher needs, and especially the system of the value
- he works, more or less since several minutes till several hours
- he be subject to large hesitations because of individual differences, and now many people shows on her the resistance.
Saying, the experiments with the advertisements in which sexual contents were concealed showed, that women in the contrast to men in the small degree undergo the influential this kind of the persuasion subliminate (the elements of the manful act were applied in the women case).