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Dissertation - Seducing the Subconscious - Book - Notes


PAGE 160 

"Advertisments ordinarily work their wonders... on an inattentive public."

Michael Schudson - Advertising, the uneasy Persuasion (1984 : 3) 

PAGE 165 


"There are a lot of consumers coming home in the evening, taking their brain out and putting it in a warm bowl of water, and watching television. That's what we watch TV for, to relax and not to have to think about too much." 


Page 11, 184, 204-206, 225-6

PAGE 225

A Force of Evil or Good?

"Most of you reading this book will be grown-ups. In one area, the dilemma is more important, and that is for children, Is it right that cereal manufacturers should be allowed to use advertising to create cartoon characters that appeal to children, when the products they are advertising contain significant quantities of added sugar?"

Its okay for us grown-ups because we are old enough to understand what might be happening, but kids are clueless and global corporations know this, and target it specifically. Is this fair? 

"Does the Subconscious Seduction model mean that we need to be a lot more vigilant about the sorts of campaigns that our children see? I suspect it does."

PAGE 226

"If you start advertising to people when they are aged 6, by the time they are 26 they will have been exposed to 20 years of advertising. Twenty years of beautiful imagery, 20 years of technical breakthrough, 20 years of 'the ultimate driving machine.' Is it any wonder, then, that so many people in the world want to own a BMW?


"But, another way of looking at subconscious seduction in advertising is to see it as a force for good. Every year governments use advertising to try to make us live better.... They warn us not to eat too much sugar, salt, and fatty foods.... Many of these campaigns are made using a traditional model of advertising.  They try to persuade us to behave correctly. ------ Suppose this sector of adveritsing were to employ the subconcious seduction model when making hter ad cmapaigns? And suppose they did it as effectivly as the commercial brand marketers do. Might it turn out to have a positive role, not a negative one? 

This is funny because governments are currently using a straight forward advertising model. what if they was the play the corporations at their own game and become even more succesful to counter-act what their doing and for greater good of the world. This is a really interesting thought. 

McDonalds Case Study

PAGE 205

"Ronald Mcdonald is a pied piper drawing youngsters all over the world to food that is high in fat, sodum and calories. On the surface, Ronald is there to give chilren enjoyment in all sorts of way with toys, games and food. But ronald Mcdonald is dangerous, sending insidious messages to young people." Alfred David Klinger 

Alfred Klinger believes that Ronald McDonald should become "retired", but is this right?

Theres no question that children like clowns , and so I'd probably agree that the clown shouldn't be used to sell the burger. 

Plus, ronald McDonald has ow cleverly been repositioned to front up a charity providing 305 Ronald McDonald houses which provide overnight accomadation for parents visiting children in chronic care hospitals. 

Ronald McDonald is also used for good so who is right? who knows?  at least This debate is out in the open and people can make up their own minds to if they want thier kids to wast at mcdonalds or not. 

PAGE 206


Go to Mcdonalds and many other fast food chains and you'll find yourself confronted with...

"A Blaze of Red and yellow and occasionally blue...These are exactly the same shades of bold primary colour that are found in Lego and Duplo and Mega Bloks and Fisher Price and the cast majority of baby toys. A baby or small child exposed to these colours would instinctively process them and feel like these restaurants are a friendly and safe environment, because they "look" exactly like toys their parents buy for them to encourage them to play with. By the time that child grows into an adult, they may well be conditioned to feel that McDonalds and Wendys and Burger King are associated with the colours of their childhood, and couldn't possibly be bad places. "

Great quote about the colours used in semiotics that appeal to children. 

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