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December 10, 1957 - Image 2

Resource type:
Text
Publication:
Michigan Daily, 1957-12-10

Disclaimer: Computer generated plain text may have errors. Read more about this.

THE MICHIGAN DAILY

New Advertising Technique
Not Effective-Blackwell

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DIAL
NO 2-3136

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Subliminal projection would
not be "at all effective" in mani-
pulating the subconscious mind,
H. Richard Blackwell, director of
the University Vision Research
Laboratories, said recently.
Prof. Blackwell said there was
no chance that advertisers would
"soon have the public at their
mercy" by using this technique.
Subliminal projection, as ap-'
plied to advertising, means flash-
ing a series of movie frames over
a regular movie or TV program al-
ready in progress, Prof. Blackwell
explained.
Suggests to Viewer
Each superimposed frame would
contain' a slogan,,suggesting to the'
viewer that he do asithe advertiser
wishes, such as "eat popcorn," he
said-
The slogan is flashed too brief-
ly to be "seen," but it is assumed
to leave its imprint on the sub-
conscious mind, and to cause the
viewers, in some cases, to do as
the advertiser wishes - in this
case, to "eat popcorn," he con-
tinued.
Not as Effective
He said that this means of ad-
vertising would not be as effec-
tive as the-sponsors might hope,
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because they assume that sublim-
inal stimuli "affect the subcon-
scious and demand compliance
beyond our power to resist."
But, Prof. Blackwell said, sci-
entists have no evidence of "any-
thing compelling about these
stimuli to those who have learned
to see them." He said that some
objects not usually "seen" can be-
come clearly visible with. train-
ing.
He had studied the methods of
s u bli m in al projection during
World War, II for the United
States government, and since 1945
he has worked at the University,
where he set up special apparatus
for measuring responses to sight
stimuli. 1
Fear Due to Freud
The popular fear of subliminal
projection in advertising stems
from the Freudian belief that
making contact with the sub-con-
scious will somehow have "pro-
found effect on a person's ac-
tions," Prof. Blackwell explained.
He said, however, he does not
agree with this opinion. From the
studies which he hag conducted,
he concluded that "I know of no
convincing evidence that sublim-
inal perceptions are different from
any other kind" of perceptions.
Prof. Blackwell concluded, "I
believe that 'invisible advertising'
would be less effective than the,
kinds we can see clearly, except
possibly for the novelty effect."

DIRECTOR STEPHENSON
Musket Called Unique' Production
By LANE VANDERSLICE
"Another Opening, A n o t h e r
Show," may be the opening song
in this year's Musket production,
but to Clarence Stephenson of the
speech department it isn't quite
the whole. truth.
Stephenson, this year's Musket
director, agrees that directing
"Kiss Me Kate" has many things
in common with the other shows
he has directed but says Misket
is unique in many respects.
Stephenson ca s George Mc-... .z\
Whorter, for example, the best
singing actor he has ever seen at
the University.
"Not being able to use the the-
atre for. a longer time is certain-
ly a handicap," he says. Because
Musket uses a local theatre to
present its show, rehearsal time
is limited.
Stresses Two Things
With "Kiss Me Kate" opening
tomorrow, Stephenson says he
feels there are two important
things he must stress as a direc- r
tor. "For one thing, energy over a
long rehearsal period tends to .-Daiy-Wesiey Kar
drop," Stephenson commented. MUSKET PREPARES-Director Clarence Stephenson confers with
"That, and pace." He said that George McWhorter, singing lead in Musket's forthcoming produe-
the show as a whole has to con- tion of Cole Porter's Kiss Me Kate." The show will open on
form to the speed that the script tion sdCy Porter' iss M ae.e sw.
indicates, 'and, in addition, speci- Wednesday evening with a gala premiere.
fic scenes have to present certain "One of the main differences is "I find there are times in direct-
key ideas properly. in the style of the two shows," he ing that it does hinder me," he
Stephenson has been director of said. "Gilbert & Sullivan shows said, "however; I'm struggling
the Gilbert and Sullivan Society have a good deal of 'manner' to hard to overcome this defect,"
shows for the past seven years. them. Too, in Gilbert & Sullivan
How does he think the shows shows we are dealing with a clas-
comparg to a director? sic scrint and many traditions 1rdi rnt t971ff

Soon " "Tammy and the Bachelor

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9

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FACE

(Continued from Page 1)
of its original colonial tie to Brit-
ain. He emphasized as an inde-
pendent nation, Ghana at present
is a leader among the African
peoples. "As such it is essential
that we win their friendship and
respect."
Collins, president of Student
Government Council, explained
that he was one of three Ameri-
cans to receive the scholarship
granted by the World University
Service last year.
The grant enabled Collins to
travel in Africa and participate in
a three-week seminar' with 100
students representing 22 nations.
The seminar was held in Accra,
the capital city of Ghana.
Remarking on the intensive pre-
paration undergone by the group
in England before flying to Afri-
ca, Joe stated, "I never crammed
so hard for any exam, as I did
studying Britain's colonial policy.

ANALYZES SUMMER VISIT:
SGC President Condemns
Near Eastern Foreign Policy

fihm sCBmE GtOD
Also
Cartoon - Specialty - News

Starting Wednesday
KISS ME KATE"
O$ STAGE

Our preparation however was es-
sential for the pu 'poses of the
seminar." After a Week in Britain,
the group traveled in Nigeria and
Ghana for eight weeks before
settling down to the problems of
the seminar.
"Many Americans have miscon-
ceptions about Africa," he contin-
ued. "Most people you talk to
think only' of deadly snakes, voo-
dooism, and the Mau Mau terror.
Women Influence
Collins thought it interesting
that the woman is such a power-
ful influence in local politics. "The
marketplace is the social and eco-
nomic center of the community.
Since the women are the market-
ers, they are also an important
political force."
Summarizing his first impres-
sions, he concluded he had found
the Africans considerably more
civilized and politically conscious
than he had formerly thought.
"They are definitely not a 'prim-
itive' people."
"They are comparatively unde-
veloped by Western standards.
But Africa, in transition, is mov-
ing forward with the resoluteness
born of the years of suppressed
nationalism under the British."
KEEP AHEAD
OF YOUR HAIR
6 11 HAIRSTYLISTS
6 NO WAITING
The Daseola Barbers
Near Michigan Theatre

1%

. . . additional ._.

Read DailyC lassified

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"CONT IN ENTA L HOLDAY"
in Europe!
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Sri r

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