The Economist-Subliminal Ad Presentation
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Transcript of The Economist-Subliminal Ad Presentation
![Page 1: The Economist-Subliminal Ad Presentation](https://reader033.fdocuments.net/reader033/viewer/2022061105/54438680b1af9f600a8b458d/html5/thumbnails/1.jpg)
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•Publishing since September 1843.
•Reported an average circulation of over 1.6 million copies per issue in 2009.
•Claims sales in more than 200 countries.
•Eliminates ignorance obstructing the progress.
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Why was this advertisement launched…
• Research discovered potential 3 million readers in UK.
•Aimed at tapping the “intellectually curious”
•Also the traditional red out of white posters did not connect well with the non-readers.
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About the Advertisement
•Red Wires was their first cinema ad campaign in eight years aired on 3rd July 2009.
•Abbott Mead Vickers BBDO, the Economist's long-standing ad agency, created the campaign.
•The ad was directed by Tom Carty.
•The background music was specially composed by Peter Raeburn, Oliver Julia, Nick Foster from Soundtree
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Starts from a sidewalk
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Carefully ascents
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The background Music changes Everytime he jumps fromOne rope to the other
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He stumbles while Switching between Ropes initially
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Manoeuvres moreConfidently and Effortlessly.
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Each Red Wire in this adrepresents thoughts and ideasinspired from readingThe Economist
Key Metaphors
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•The High wire walker representsthe reader of The Economist
•It represents the “thrill that astimulated mind enjoys”
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•Despite of risk the rope walkeris walking the safe line
•The buildings act as an anchoron either sides of the rope
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Depicts the ability of the reader tothink of more feasible and logicalideas
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Subliminal Embeds
•The advertisers have used the imageof a FUNAMBULIST i.e.a rope walker or a high wire walker
•The Funambulist image works aspart of a conceptual metaphor.
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The image is associated with
•SKILLS•RISK•REWARD
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•Evolution of The Economist reader makes him more receptive
•He is able to connect his ideas better
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Aarohan MedirattaAditi BhanotBhavdeep SinghSahil AroraSushank Kukreja