Subliminal advertising, as some call it, is primarily a
set of techniques that focus and defocus the viewer's attention and
awareness. Doing this has an impact on what the audience will be able
to consciously recall about the ad and what it will remember, but not
be able to consciously recall.
In magazines, for example, the advertiser's main
problem is that the typical reader gives a full-page ad only a glance
in passing. Less than 3 seconds, typically, the time it takes to
slowly turn a page and glance at it as it goes by on the way to the
So, in a magazine or newspaper, how can the potential
buyer's attention be captured and focused, in the absence of what tv
depends on: motion, music and 'natural' sound, and a human voice?
To do this more efficiently, different levels of
attention can be "managed" within microseconds of each other so that
the most conscious level of perception will partially mask, but will
not overwhelm low-level awareness at one or more other levels.
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