U. S. Radio (Oct 1957-Dec 1958)

«^ HOMETOWN U.S.A. commercial clinic Nucoa Sells Consumer Through Subliminal Sound: Commercial Within a Commercial One oi the latest additions to radio's bag full of commercial techniques was conjured up recently by a west coast agency — a variation on the new theme, subliminal sound. This deliberate appeal to the subconscious has just been introduced by Nucoa Margarine, division of the Best Foods Inc., New York. The oneminute spots, now being aired during the daytime hours over 75 radio stations in 32 markets, were created by Glen Hurlburt, musical director for Guild, Bascom & Bonfigli Inc., San Francisco, agency for the product. Musical Reminder The Nucoa commercial, a jingle, sounds to the conscious ear like a normal music-and-words sales message. The subliminal sell, according to Henry Buccello, account executive in the agency's New York office, lies not in the vohune of the commercial, but in a "repeated reminder that is woven into the musical fabric of the regular sales message." The account executive does not believe the same hue and cry will be raised over subliminal sound as has been raised about subliminal sight commercials— those appealing to the subconsf ions through tlie eye. "Sight subliminals intrude upon a movie or iv program without the viewer being aware that he is being sold," Mr. Buccello ])oints out. "In our use of subliminal sound the listener is already hearing a connnercial. We are just adding a new ingredient to the regular, selling recipe." Mr. Buccello states that the agency does not yet have any information available on the residts of the new technique in selling Nucoa. The agency has been discussing, he says, conducting a test in two similar markets where the commercial will be aired in one with the siU^liminal portion, and in the other without it. "That way we would be able to compare sales in both markets to get an idea of what effect, if any, subliminal sell has on sales," Mr. Buccello explains. GB&B's Mr. Hurlburt describes his development of the technique this way: "The fact that I have been blind throughout my adult life may have given me more real respect for the value of sound. It is more likely, though, that SO years as a working nnisi( ian have made me aware of the Glen Hurlburt, GB&B music dir. phenomenon that the ear is frequently quicker than the eye. "I have used the technique of diversion so long employed by magicians, and adapted it to the commercial," Mr. Hurlburt explains. "The conscious ear is engrossed in the obvious, while the subconscious is aware of the secondary musical line." Mr. Hurlburt believes Nucoa is the first company to employ this technique deliberately, but says that other firms, notably Pepsi-Cola and Pepsodent, have used subliminal sound accidentally. "For example, in the original Pepsi-Cola jingle the repetitive use of the word, 'trickle,' though not being pertinent to the sales message, is certainly a reminder of thirst. "More recently," Mr. Hurlburt continues, "in the Pepsodent song, the production techniques leave a listener with a distinct impression that only a refreshing, pleasant result can occur from the use of the product." Mr. Hurll)urt will not reveal Nucoa's siiljliminal message because it would then lose its sidxonscious appeal, he feels. "Diversion is not, however, the only technique that can.be employed in this type of thing," ^he composer declares. "As in visual projection, secondary persuasion can be achieved by means of intensity of imagery." Mr. Hurlburt and David Bascom, board chairman of the agency who wrote the words, are reported ready to collaborate on future subliminal sounds. • • • U. S. RADIO May lOr.S 71