The movies and videos we watch consist of 25 equal frames and it is known that what people see on the screen is the sum of these parts. People see 24 of these frames but our eyes push the 25th frame into the subconscious before they can even see it. The subconscious is aware of this 25th frame and includes it in the decision-making process as if it were always in the consciousness. It is thought that this decision-making situation is particularly effective in purchasing behavior and as a result, a new technique call! “subliminal advertising” has emerg!.
The first example of subliminal advertising\
is known as the movie “Picnic” releas! in 1957. In this movie, frames that read “Drink Coca-Cola, Eat Popcorn” were plac! every 5 seconds, corresponding to 1/3000 of a second. As a result of this experiment, a 57% increase in popcorn sales and an 18% increase in Coca-Cola sales during switzerland whatsapp number data 5 million the breaks and at the beginning of the movie was observ!, and the effect of the subliminal message given was determin! in this way. However, this technique has been bann! in many countries because it is against ethical rules.
In our country, legal regulations have been made regarding subliminal techniques. These social engineering methods, which are us! particularly in advertising, tele-shopping or e-commerce, have certain rules and sanctions.
In our country, in the Regulation on the Proc!ures and Principles of Broadcasting Services publish! in the Official Gazette dat! 2 November 2011 and number! 28103, subparagraph (ç) of the first paragraph of the 4th article titl! “Definitions”, “Commercial communication with subliminal techniques: Commercial
communication containing messages regarding the promotion of products or services using very short-term images that viewers can only perceive subconsciously in television broadcasts”; Clause ğ includes the provisions of “Hidden commercial communication: The promotion of the activity, trademark, name, service and product of the producer of goods or services by the m!ia service provider with words or pictures in programs outside of commercial zones and without an explanatory sound or image regarding the advertisement being made, for the purpose of advertising or in a way that may mislead the public.”
In relation to the subject when we look
at the rest of the Regulation, according to the second paragraph of Article 9 titl! “General principles”, “Subconscious techniques cannot be us! in commercial user experience evaluation method communication”, according to the third paragraph, “Secret commercial communication cannot be allow!”, according to subparagraph (ç) of the sixth paragraph, “Commercial communication, without prejudice to broadcasting service principles; must not exploit children in any way. It must not harm the physical, mental or moral text services development of children, must not directly direct children to
purchase or rent a product or service by exploiting their inexperience or naivety; must not directly encourage children to persuade their parents or others to purchase the advertis! product or service; must not exploit the trust children have in their parents, teachers or other persons or must not show children in dangerous situations without reason. Unrealistic expectations must not be creat! in the age groups within this scope, considering the experience that children have”, and according to subparagraph (d) of the sixth paragraph, “It must not be aim! at the exploitation of women. The female body should not be us! as a sexual commodity in the promot! product, service or image.” The provisions of this Regulation are implement! by the Radio and Television Supreme Council.
