Tudat alatti reklámokkal kísérletez a TV2?

A hatvanas évek Amerikájában James Vicary komoly vitákat kavart kísérletsorozatával, amelyben állítólag gyanútlan mozilátogatókat vett rá, hogy pattogatott kukoricát meg kólát vegyenek. A módszer meglehetősen egyszerű volt: egy moziteremben felállított vetítővel 1/3000 másodperc erejéig, ötmásodpercenként olyan feliratokat vetített a filmbe, mint hogy: „Igyál Coca Colát!”, meg hogy: „Éhes vagy? Vegyél pattogatott kukoricát!” S bár ez az idő sokkal kevesebb, mint ami a tudatos feldolgozáshoz kell, a büfében állítólag 18,1 százalékkal megnőtt a kólaeladás, a pattogatott kukoricát meg vitték, mint a cukrot. Később aztán kiderült, hogy mindez legenda. Az Urbanlegends.hu weboldal utána is járt, hogy pontosan miért.

Ennek ellenére a médiatörvény tiltja az efféle reklámokat, mivel amennyiben releváns adatokat tartalmaz a felvillanó üzenet, hathatnak ránk. Igaz, nem vesznek rá semmire akaratunkon kívül, de preferenciáinkat befolyásolhatják. A TV2 meglehetősen különös próbálkozással állt elő a napokban.

A Paksi Atomerőmű logóját mindig csak egy pillanatra villantották fel két reklám között – az ilyesmi pedig a “tudatosan nem észlelhető”, egyébként tiltott reklámok fogalmát kimerítheti. Más kérdés, hogy amíg ezen lamentálgatunk, pont az történik, ami a hirdetőnek a legjobb: hosszan beszélgetünk az egyetlen pillanatra felvillantott (tehát valószínűleg nem túl drága) reklámról.

A TV2-n két reklám között egy pillanatra felvillan a Paksi Atomerőmű logója – de tényleg csak egy felvillanás látható, kontextus nélkül (előtte egy Skoda, utána egy Béres Porcerő reklám szerepel, ahogy az alábbi videón is látszik):

A Forbes megkereste a TV2-t, a csatorna sajtóosztálya azt válaszolta: “November 10-én a tudomány világnapja alkalmából egész napos együttműködésünk volt az MVM Pakssal, melynek keretén belül pillanatreklám, más szóval sting megjelenések is voltak”.

Ez a Forbes szerint aggályos, hiszen a Reklámtörvény tiltja a tudatosan nem észlelhető reklámok közzétételét – például azokat, amelyek túl rövid időre jelennek meg. Ez persze nem túl konkrét definíció, így nehéz megmondani, hogy kimeríti-e a fogalmat a most sugárzott hirdetés. A lap által megkérdezett szakjogász szerint mindenesetre ebben a reklámban megvalósul ez a fajta tiltott reklámtevékenység, hiszen ennyi idő kevés ahhoz, hogy a felirat és a teljes vizuális forma feldolgozható és tudatosan észlelhető legyen – írja a Privatbankar.hu.

Ha a napokban többet gondolunk Paks 2-re, ne felejtsük el, hogy melyik csatornán táplálták belénk ezt a képet…


Oszd meg ezt a cikket, hogy minél többekhez eljusson, milyen veszélyeket rejtenek a tudat alatti reklámok!

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