I picked one magazine that was likely to include several ads for watches and/or clocks in this case, it was the May issue of Esquire. In order to update you on the status of the 10:10 rule, I conducted a nonscientific test. The 10:10 rule was apparently one of those things that, well, just was. More interestingly, most of the pros involved in creating timepiece advertising had no idea why the practice was common. Following some interviews with watch and clock marketers and advertising production pros, the reporter concluded that the practice was indeed common. Several years ago, The Wall Street Journal uncovered this phenomenon in a “Column Four” article. (I guess 8:20 would conjure up Mister Frowny Face.) The practice is so embedded within the industry that even ads for digital watches and clocks (which can neither smile nor frown) generally show the time as 10:10.Ī wealth of research has demonstrated that such subliminal advertising attempts aren’t effective with consumers. Why? Legend has it that someone in the business, some time ago, believed that at 10:10, the hands on a clock made a kind of smiley face - and that this smiley face subliminally would encourage consumers to be so happy that they would want to purchase said advertised watch or clock. The vast majority of print ads for watches and clocks show the time as 10:10 or something close to it. Pardon me - do you have the time? If your watch is showing a time other than 10:10, then you’re obviously not living in the world according to magazine and newspaper advertising. Some incorrect assumptions are unfortunately durable. Although field research is more tentative, with definitional and control problems that need to be solved, a sufficient body of evidence points to the following position: Advertising can affect a consumer’s attitudes and behavior without the individual’s conscious processing of the ad.(Note: I published this column in 2002 in Arkansas Business. Much remains unknown, however, including the generalizability of these effects. Results help shed light on the topic in question as applied in Lebanon and guide marketers to the advantages and disadvantages of subliminal messages in ads.Ī thorough review of laboratory-type research on subliminal stimuli, perception, and influence - an area still enmeshed in controversy - suggests four conservative conclusions: (1) Subliminal perception exists, (2) subliminal stimuli can influence cognition, demonstrated in particular by the link between mere exposure and liking in social influence research, especially when the stimulus is subliminal, (3) subliminal stimuli can influence behavior both indirectly and directly, at least in some situations, and (4) as is the case with other forms of influence, including those such as persuasion that intend to offer conscious choice, subliminal influence works best when it resonates with an individual’s consciously or subconsciously held predispositions. The outcome is an assessment of the respondents’ literacy and attitude towards subliminal messages. This research is exploratory in nature and uses two research techniques, namely a survey research to quantify findings, and a qualitative research to conduct an in-depth literature review that is supported by structured interviews with selected figures from the Lebanese market. A sample of MBA students has been exposed to a selection of examples of such messages the results of these experiments are analyzed, tested, and then analyzed throughout the paper. The purpose of this paper is to shed light on the dilemma of subliminal messages as used in Lebanese marketing advertising. Although researches in this field have not proven that subliminal messages affect human behavior per se, results of the studies that examined the effect of subliminal messages have been contradictory there is no clear evidence as to how this concept works. Many believe in the power of the subconscious and propose that subliminal messages are hidden in ads and are addressed to that hidden part of the brain. However, there has been a continuous debate among marketers about the use of subliminal messages in advertising. Millions of dollars are budgeted to attract new customers and to retain current customers. Marketing advertising is one of the fundamental activities performed by all businesses.
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