Wednesday, October 8, 2008

The return of the hidden persuaders

Subliminal advertising? Have we returned to the era of The Hidden Persuaders? Network Ten has had an official rap over the knuckles from the ACMA for their use of 'subliminal advertising' in last year's ARIAs broadcast.

I find Network Ten's role in this B-list scandal to be bizarre. First, because this kind of simplistic trickery is hugely devaluing for brands in an era of transparency. And second, because it's a technique that came under fire decades ago and has never really been proven effective. Hopefully, in 2008 Ten will find more interesting ways to add value to sponsors of the ARIAs.

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