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Ethics Code and article 36 of the Consumer's Code. Future uses of subliminal: may be usefull in Health-care, Education and Arts. Observing all the bibliography in Comunication available in Portuguese, we get to the conclusion that the problem about Subliminal Propaganda is treated very superficially and most of the references to tachistoscope related to Jim Vicary's experiences, in , in a cinema , are redundant.
Before that, it can be asked the problem if other experiences were developed between and , and if were used other techniques and other media besides cinema. What is wanted to do here is to enumerate what other techniques are been used to emit subliminal messages, and also tell about their functioning and applications.
Here are analysed all the bibliographic material available in Portuguese, Spanish, English and French, including specialized periodics, technical books , Internet websites , pratical experiments and study of cases. It remounts to Democrito B. All of them made many references about this subject in their works. Poetzle, Freud's follower, in developed a complex theory about dreams and formulated the ''Law of Exclusion''. He stated that the content of dreams is composed by all subliminal material ''captured'' by day, in our vigil moments. In addition, according to Gestalt, human perception occurs when a pattern of stimulus is focused.
In this process, focus is figure and everything left over is back. Carl Gustave Jung explains that conscience is like a spotlight; what is not lightened is the back - out of our focus, preconscious, subliminal. To him, always that any sensorial organ or psychic function presents any kind of limitation consciousness' threshold, memory, etc. Also in Theory of Information we can find noise's conception.
If one's focus is a Wagner's record, for instance, then noise will be the tv sounds emitted simultaneously outloud. On the other hand, if one's focus are the tv sounds, Wagner's songs will be noise. That is the same process ocurred in Visual Pollution. Saturation of information Clutter effect in media or in our environment causes them to be completely undistinguished, according to Al Ries and Jack Trout.
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When it happens, every comunication becomes back. This fact can be called ''McLuhan effect''. Moving fast images impede conscious focus conscious perception and overload people with much information. Because of this fact, all the material not captured consciously by people goes directly to Personal Unconsciousness. Vicary's experiment can also be included in this formula. At June 10th, , ''Sunday Times'', a journal of London published the very first application of subliminal technique in Marketing made by an advertising man named Jim Vicary.
This fact caused a great increase in coke's sellings. The journalist and professor Vance Packard, from Connecticut, New Canaam, published his book , ''The hidden persuaders'', and in this work he criticized a lot Vicary's subliminal technique. He said people would not be permitted to choose things freely, because of the subliminal suggestion. Packard's work was responsible for all the myth and taboo about Subliminal Propaganda in the media, arousing many citations related to this subject until Consequently, a Federal Trade Comission prohibited the use of any technology based on tachistoscope's speed in any mass medium in USA.
Wilson Bryan Key describes the cellular morphology of human eye and explains that fovea is the conscious sight the cells called cones, on fovea, sees colors , while peripheral sight is the subliminal visual reception area road-shaped cells, which see things in black and white. Considering all those researches, many techniques have been developed in Brazil what people usually call ''merchandising'' in television ''novelas'' soap operas.
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They are experiences envolving video's edition, websites on Internet , CDRoms and shop window with moving effects see the Subliminal Mediology synoptic chart at the end of this paper. Semiotics proves that foveals scanning catches an icon image or figure instantaneously, what leads to the conclusion that icons or analogical signs are the most appropriate signs to subliminal speeds. Roger Sperry Nobel Award in Anatomy and Neurophysiology, proved, with the cure of epilepsy by sectioning callous body , the lateralization of cerebral functions and that icons'.
Remembering that optical nerve is crossed what means that left eye emits messages to the right hemisphere, and vice-versa , it is possible to verify that subliminal icons should be placed at left visual field, in order to maximize results. Several researches about consumer's behaviour confirm this technology. By making use of techniques in brain's maping and E. It is the advertising strategy of ''brand's image'', which acummulates iconic details in brain's right hemisphere subliminally.
The subliminal impact is greater if public don't take up arms. That is, if message is inserted in any editorial material ''merchandising'' or in any kind of program - not in the commercial break. Other Freudian's researchers emphasize the sexual appeal of subliminal messages, as an example of Ero's motive or life's instinct. According to him, human brain has evolved in three stages: a Reptile Brain - seat of primary behaviour sex, food, territory, attack, escape.
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And analogy can be traced between this theory and Maslow's Motivational Theory, which says that there are three kinds of motives: 1 physical motives -physiological and care needs; 2 interaction motives - needs of ''status'' and affection; 3 self motives - self-realization. Both of trines remind Freud's trinity very much: id, ego and superego.
B The erotic image is processed in brain's right hemisphere Nobel Prize Sperry. Therefore, with the tachistoscope, it was possible to prove the effects of subliminal signals send to the human brain, who reacts to an icon projected at a speed of exposure until 3. Subliminal icons perceived as back, go, this way, towards to the brain's right hemisphere and Reptile Brain. These icons may be embedded in others, messages inside other messages, as ''doble messages'' - a method which remounts to Giuseppe Arcimboldo ''The Arcimboldo effect'', got by images built inside others, or the Bruno Munari's ''double images'' , semiotic intra-traductions and some kinds of the anamorphosis.
The Iconesos are specimens collected in media , classificated in species and kinds using the traditional ''Porfirio's Tree'' from library of Alexandry-Egipt, century III Before Crhist; his sistem is very usefull in exploratory researches. The letters are conventional-cultural symbols, and the human eye makes a very fast and conscious fovea's sweeping, decoding letter by letter, syllable by syllable, word by word, the message is procecessed in brain's left hemisfere Sperry and this attention makes the letters the Figure Gestalt.
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But the letters are designed with human naked couples in positions that are simmilars to the form of letters; this designed people are icons, which are peceived subliminally by peripheral sight as back Gestalt , therefore influencing brain's right hemisphere Sperry. Another case is the poster of the movie ''Silence of the lambs'', an specime who demonstrate the possibility of overcoming iconesos in degrees of subliminality: A The poster of the movie ''Silence of the lambs''; Jodie Foster with a butterfly over her mouth; B Iconeso of first degree: the white skull is a subliminal visual message inside the back of the orange colour butterfly; C Iconeso of second degree: three white women whose naked bodies make the shape of the skull this iconeso is of the kind ''Archimbold's Effect'' ; D Iconeso of third degree: four more women in orange colour contour the others three white women , making complete the photographic surrealistic essay of Salvador Dali ''in Voluptate Mors'', ; in true, this four in the seven women are dissimulated by the orange colour to create this colour subliminal technique.
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