Russia: Subliminal media manipulation? Russia's Deputy Media Minister Valerii Sirozhenko has announced that his agency has set up special devices capable of detecting the illegal use of the so-called "25th frame" to send subliminal messages to television viewers, Russian agencies reported.
Sirozhenko claimed that many channels use the 25th frame, and if such usage is proven by the new equipment, they will be subject to stiff fines or the revocation of their broadcasting licenses. He also mentioned that the practice was used in the Soviet era "for unclear reasons."
On June 27 Sirazhenko warned "some TV stations" who his office "know are using subliminal" advertising. Sirazhenko says has only been once case of a television station being caught. Two years ago, reported the Moscow Times, the Press Ministry said Yekaterinburg broadcaster ATN was trying to mesmeriee its viewers with an undetectable "watch only ATN" command.
According to popular legend, in the 1950s, tests in cinemas in the United States using an undetectable 25th frame with an advertising slogan, such as "eat popcorn, drink Coke" resulted in significant increases in consumption of both. Movies recorded on film are normally shown at 24 frames per second, the speed with which the human eye recognizes fluent motion
The concept of so-called 'subliminal advertising' has been widely deried in recent years, though the practice, effective or otherwise, is still illegal in Russia and the US.
RFE Radio Liberty report.
Snopes.com 'urban legends' pages on subliminal advertising.
The row over subliminal advertising during the 2000 US presidential elections.
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