Publicidad subliminal
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PUBLICIDAD SUBLIMINAL
• Mario Rey
• Laura Izaguirre
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PUBLICIDAD SUBLIMINAL
Publicidad subliminal: la que presenta a un producto o servicio de manera tan leve o breve que no es conscientemente percibida y lleva a consumirlo sin saber por qué.Persigue una manipulación de nuestra percepción consciente, que no se da cuenta de lo que está percibiendo.Alude al sexo y a la muerte, por el impacto emocional que estos estímulos nos provocan.
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Surge en 1956, en un experimento de New Jersey, donde se intercaló en una película de cine las frases "Bebe Coca-Cola" y "Come palomitas".
Los fotogramas resultaron imperceptibles para el público pero la venta de refrescos aumentó un 18% y la de las palomitas un 58%. Estudios posteriores parecen demostrar que estos resultados estaban algo amañados, al venir la prueba acompañada de publicidad adicional de tipo convencional sobre estos productos, situada en el hall del cine y de una subida de la temperatura de la calefacción del local. En definitiva, no está comprobada su eficacia pero los publicistas se sirven de ella, creyendo en su influencia.
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Aportaciones de Mario Rey y Laura Izaguirre