NONE: Re: More on subliminal
Re: More on subliminal
Michael Coates (michael_at_sipr.com)
Fri, 30 Aug 96 09:21:24 PDT
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>According to "Promo Magazine" advertisers spend big bucks on subliminal
>advertising/promotion in movies. Apple Computers reportedly paid big bucks
>for Tom Cruise to use and Apple in "Mission: Impossible" and then do print
>ads for the computer co. Cruise also is credited with major sales of
>sunglasses from his "Top Gun" movie. And, the United Airlines planes landing
>on "Hawaii 5-0" and the list goes on and on.
This is not sublimal advertising as the term is classically used. This
is paid promotional placement, usually acknowledged in the credits at the
end of the show and, if the company is smart, reinforced with traditional
paid advertising as Apple did. While a non-traditional advertising
approach, it in not in the same realm as the sublimal advertising that
this thread started talking about. We are now in the realm of sales
promotion and merchandising, all part of a marketing effort (in the best
cases).
>While seeing Cruise use a computer in a movie, or even Judge Ito with his
>Sony for 9 months won't make me run out to buy the product, I guess a lot of
>folks do. Anyone out there ever bought from subliminal hits like that.
The Sony case was a little more complicated, which is why the Sony logo
disappeared during the trial. It was not product placement in the above
sense or sublimal advertising. That was a case of a consumer product in
a highly visable media situation (what happened in movies and TV before
the product placement people institutionalized and commercialized it).
As was formerly done in TV shows, the brand was obscured after it was
realized that its placement was the equivalent of a promotion of Sony.
<< Michael Coates >>
SIPR-The Internet PR/Marketing Specialists
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Redwood City, CA 94063
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Email: michael_at_sipr.com
