Broadcasting Telecasting (Oct-Dec 1957)

ing a message on a screen so quickly that the viewer is unaware of it, yet theoretically will be influenced by it [Advertisers & Agencies, Sept. 16]. A Coca-Cola symbol was flashed on a movie screen for 1/ 3,000th of a second once every five seconds during a New York demonstration last September. At that time it was also reported that the message "eat popcorn" had been flashed during the show and that lobby popcorn sales jumped 57.5%. The resulting publicity brought letters of inquiry to both the FCC and the Federal Trade Commission. Inquiries asking for information and expressing alarm at the implication of what Rep. Dawson called the "secret pitch," came to the FCC from about 20 members of Congress, including Sens. Paul H. Douglas (D-Ill.), Joseph S. Clark (D-Pa.) and Jacob K. Javits (R-N. Y.). An FTC spokesman reported that some inquiries from citizens had been received but only a few had complained. The complaints, it was reported, expressed fear that the SP technique might be used to "brainwash" Americans with foreign ideologies. Mr. Doerfer, in his letter to the Congressmen, said the Commission is investigating the method. He called attention to the fact that the Commission is forbidden to censor broadcast transmissions but that it can and does review overall programming at renewal time. This latter activity does entail types of advertising and the manner of their presentation, the FCC chairman noted. He also expressed some doubt that the FCC has complete jurisdiction in the matter. Some FCC engineers questioned whether the system could be used on tv, since a television half-frame lasts for l/30th of a second while the SP technique apparently appears at 1/ 3000th of a second. It was felt that a message transmitted from a tv station would be discernible, although perhaps not decipherable by the viewer. Mr. Vicary said last week his company has worked out a method of overcoming this factor. He declined to describe it. The FTC pointed out that its interest in SP is whether the method might be considered improper advertising and whether in specific instances the SP messages are used by an advertiser to disparage competitive products or untruthfully extoll the virtues of the product being advertised. Mr. Vicary said that he is not fearful of regulation; that all he wants is a reasonable kind of regulation which would permit everyone to know "the rules of the road." He also emphasized that SP messages could get through only to viewers who are psychologically receptive. Besides Mr. Vicary's firm, it is understood there is another firm engaged in subliminal activities. This is Experimental Films Inc., New Orleans. FCC Extends Comments Deadline The deadline for industry comments on the FCC's scrutiny of the spectrum between 25 and 890 mc was extended from Nov. 1 to Nov. 25, with a hearing to be set later. The Commission is seeking data to help with future allocations of the many non ELBOW ROOM Demand guaranteed separation for your announcements . . . give them Elbow Room, give them the chance to tell the story they were designed to tell. When your announcements ARE BACK TO BACK WITH one, two or three more they lose their impact . . . you just can't get your messages across impressively. Stamp out multiple spotting. OUR PLEDGE TO YOU O *^ *~ c rated From . • • cements Win Be Separated From All Announcements ^ competitive AH other commercial • unCements announcements by t.me at ieast 15 for one compJslS mUSl minutes, ccd selection.* ,y ,me sig„oh ♦Except 10 second, Q»°"e This is not a new policy with WOLF. It is the proven sales formula that has brought in consistent renewals through the years from pleased clients representing top national advertisers. We never had it so good— why spoil it. RATING for RATING . . . RATE for RATE in CENTRAL NEW YORK IT'S — National Sales Representatives THE WALKER COMPANY SYRACUSE, N.Y Broadcasting November 11, 1957 • Page 73