| Broj rada | 4 | ||
| Engleski | Naslov rada | BASIC TECHNICAL REQUIREMENTS FOR THE USE OF SUBLIMINAL MESSAGES IN MARKETING | |
| Autor | ŽELJKO MLADENOVIĆ, SAMIR LJAJIĆ | ||
| Institucija | INTERNATIONAL UNIVERSITY OF NOVI PAZAR, NOVI PAZAR, SERBIA | ||
| Sažetak (Abstact) | Subliminal perception refers to the effects that stimuli presented for such a short period of time that they cannot be consciously perceived have on human behavior. The public is familiar with the use of subliminal messages for marketing purposes. In the study conducted by Rogers & Smith (1993) on subliminal advertising, 74% of respondents were aware of this phenomenon, while 61.5% believed that advertisements contained subliminal messages, although this manipulative form of advertising is legally prohibited. Data regarding the effectiveness of subliminal messages originate from laboratory studies in which specialized equipment was used. By analyzing the technical characteristics of modern television receivers and computer monitors produced by leading global manufacturers, we examined whether textual messages or images could be displayed subliminally on these devices. A textual message presented for a duration of 50 ms is invisible to the observer (Kouider & Dupoux, 2001). The duration of image exposure, however, depends on their content and ranges from 1–4 ms (Murphy, 1990) up to 20 ms. The shortest possible stimulus exposure on modern monitors is limited by the refresh rate. The refresh rate of CRT monitors refers to the maximum number of images that can appear on the screen within one second and is expressed in Hz. For most monitors, this value is 60 Hz, meaning that an image can be displayed on the screen for a minimum duration of approximately 1000 ms / 60 ≈ 16.67 ms. LCD monitors use a different method of image generation and have different refresh rates compared to CRT monitors; however, devices with nominal refresh rates of 60 Hz, 120 Hz (≈8.33 ms), and 240 Hz (≈4.16 ms) are available on the market. These monitors typically also have a response time of around 5 ms. Therefore, modern computer monitors and television sets possess the technical capabilities required for the subliminal presentation of textual messages and images. | ||
| Ključne riječi (Keywords) | semiotic, poster, advertising, war | ||
| BHS | Naslov rada | OSNOVNI TEHNIČKI PREDUSLOVI ZA UPOTREBU SUBLIMINALNIH PORUKA U MARKETINŠKE SVRHE | |
| Autor | ŽELJKO MLADENOVIĆ, SAMIR LJAJIĆ | ||
| Institucija | Internacionalni fakultet u Novom Pazaru, Srbija | ||
| Sažetak (Abstact) | Subliminalnom percepcijom označavaju se efekti koje na ponašanje ljudi imaju draži koje se izlažu veoma kratko tako da se ne mogu opaziti svesno. Javnosti je poznata upotreba subliminalnih poruka u marketinške svrhe. U istraživanju Rogers & Smith (1993) o subliminalnom reklamiranju znalo je 74% ispitanika, a 61.5% veruje da reklame sadrže subliminalne poruke, mada je ovaj manipulativni vid reklamiranja zakonski zabranjen. Podaci o učinkovitosti subliminalnih poruka potiču iz laboratorija gde je korišćena specijalna oprema. Analizirajući tehničke karakteristike savremenih televizijskih prijemnika i kompjuterskih monitora vodećih svetskih proizvođača proverili smo da li se na njima subliminalno mogu prikazivati tekstualne poruke ili slike. Tekstualna poruka izložena u trajanju od 50 mѕ nevidljiva je za ispitanika (Kouider & Dupoux, 2001), dužina izlaganja slika, pak, zavisi od njihove sadržine i kreće se između od 1-4 ms (Murphy, 1990), pa do 20 ms. Najkraće izlaganje stimulusa na savremenim monitorima ograničeno je ciklusom osvežavanja (refresh rate). Ciklus osvežavanja kod CRT minitora odnosi se na maksimalan broj slika koje se mogu pojaviti na ekranu u okviru jedne sekunde i izražava se u Hz, kod većine monitora on iznosi 60 Hz, dakle slika se na ekranu može najkraće izložiti 1000ms/60≈11.67ms. LCD monitori imaju drugačiji način stvaranja slike i ciklus osvežavanja od CRT monitora, ali su na tržištu prisutni uređaji od nominalno 60 Hz, 120 Hz≈8.33 ms i 240 Hz≈4.16 ms. Ovi monitori obično imaju i vreme odziva od 5 ms. Na savremenim kompjuterskim monitorima i Televizijskim aparatima, dakle, postoje tehnički preduslovi za subliminalno izlaganje tekstualnih poruka i slika. | ||
| Ključne riječi (Keywords) | Subliminal message, marketing, television monitor, computer monitor, refresh rate. | ||
BASIC TECHNICAL REQUIREMENTS FOR THE USE OF SUBLIMINAL MESSAGES IN MARKETING
