• Bylu

Behind Your Eyeballs.

A film about cowboys was showing to an audience.

Unknown to them the producers had inserted a single frame (an unnoticeable - fragment of a second - image) in the film which read:

Buy a Coke Now.

At that moment in the film, a large percentage of the audience stood up and went to buy a coke.

Moral of the story: Every single frame in your video influences your audiences buying decision.

I posted this on LinkedIn one day, and received this comment from @Rosalie Shatzman:

Bylu Wertheimer, it's what was termed "subliminal advertising".

The above mentioned "story" is actually based on an experiment conducted in a N.J. movie theater in 1957 by James Vicary, He wanted to see if "flashing a couple of suggestions - "drink Coca-Cola" and "Hungry? Eat popcorn" - would increase sales.

Legend has it, that it did, however, Vicary lied about his results. When he was challenged to repeat the results of his original experiment, he confessed that he had falsified the data. As usual, the media (and hence, the public) paid attention only to the sensational original story; the scant coverage given to Vicary's later confession was ignored or quickly forgotten.

The practice of using "subliminal advertising" became all the rage until 1974 when the FCC announced that subliminal techniques, "whether effective or not", were "contrary to the public interest".

Subliminal messaging doesn't work; the whole premise was based on a lie. I think we can all learn a lesson, however, DON'T believe everything the MEDIA says!

Upon more research it turns out that Rosalie is on point.

The study was falsified.

End of story.


And yet….

Is the public really so stupid? So unshakable in their faith? I wouldn’t say so….

After all, the earth was considered flat for years and it only took a while for science to completely overturn that notion….

So why would we be so dense to the busted theory of subliminal messaging?

Because it does work….

It might not work at one frame, or fractions of seconds,


It works.

And the key to successful video production is acknowledging that the slight insinuations make a world of a difference.

Those are a few subliminal messages we’ve incorporated in a couple of recent video projects.

- Spacing between the lines on an employee list.

More spaces make it seem like a longer list, hence the impression of a bigger company.

- The speed of voice in a speech.

Faster speed makes a peppier personality while a slower speed gives a more scholarly appearance.

- The sharpness/softness of the images.

- Fast motion and slow motion.

- A long look to the side, eyes rolling upwards, a slight smile, mentioning third parties, drinking from specific cups, and whether drinking direct from the bottle would maybe make a better impact.

- A deep swallow.

- A slight crease between the eyebrows.

Aren’t you seeing so much behind your eyeballs?

In your subconscious?

Through subliminal messages…..?

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