THE MICHIGAN DAILY New Advertising Technique Not Effective-Blackwell I111, a IAll11%, IMM DIAL NO 2-3136 IANTING, REFRESHING ENTERTA INMENT! WALT DISNEYU... TtE STORYco Vrc rer*'ifants F , r w SoWn UT TIECHNICOLNOR' 0 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, ;I.r, ae w; -;i''s :" r . . . added enjoyment t Disney's CinemaScope &,Color Featurette! "ALASKAN SLED DOG" 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 i J Dial NO 2-2513 * ENDING TODAY "Hard-hitting film with swift pace!" -M.P. DAILY .«,auff tl51U8imta.... .. "i"""""""""""""""""""-,, -----" t ~mm a lR i the baby-face punk who became the FBI's PUBLIC *ENEMY NO.1! { I 1111 1IN .. Dial NO 8-6416 - . NOW . . . 9 "' Acadmy-Award Winning treaters of "GATE OF HELL" jjand "RASHOMON", have joined to bring you the first fresh, vital story of Japan today! "Genuine Artistry ". :-j