Subliminal Ads Tried on TV

Hidden commercials are being studied by the FCC.

During recent months, a comparatively new advertising technique has been receiving considerable publicity. This technique uses the principle of "subliminal perception.” The term, borrowed from psychology, refers to the fact that we are able to perceive or apprehend something even though we are not actually conscious of it through our physical senses. Hence, we are made aware of some bit of information by an appeal directly to our subconscious minds, without our being aware of seeing, hearing, or feeling the information itself. The method has already been tested with some success in the movies, where a special projector is used to flash a brief com-mercial on the screen for only 3/3000th second.

Since such brief exposures are not practical for TV, two other methods have been tried. In one of these the commercial is superimposed on the received program for as long as several minutes, but the brightness level is kept so low that the viewer is not conscious of it. This method has been tried only on closed-circuit TV, where its proponents have claimed some success.

In a second method that has been tried over the air by an independent TV station, the subliminal ad is put on one frame out of 250 frames in a film loop. The commercial is sent out once every 11 seconds more or less steadily on some of the station’s programs.

Here again the ad is superimposed on the regular program. Results of this test have been inconclusive.

As a result of the public clamor and interest, the major TV networks as well as the National Association of Radio and Television Broadcasters, have issued statements on the subject of subliminal ads. In essence, the networks have forbidden the use of such techniques while the NARTB stated that the process should not be permitted on the television broadcast medium.

Because of Congressional protests, the FCC has undertaken a study of the technique as expeditiously as possible. Upon the completion of this study, the Commission proposes to "take such action as may be warranted under the circumstances.” The Commission has further indicated that the problem is such that the public interest is not in immediate danger of being adversely affected. They feel that adequate proof has been given of the recognition by television licensees of their responsibilities and obligation to operate their stations in the public interest.

Radio and Television News/February 1948