Embedded ads can slip under the radar. The message appears to be part of the program. It MAY NOT be processed as advertising. Neuroscientific research indicates embedded ads penetrate long term memory and the emotional brain far better than traditional ads. The program is written to sell the product. Dialogue and scenes are doctored with promotional intent. The product is portrayed as a solution to desires and problems. Characters tacitly endorse the brand.
RIGHT: This scene in "Hitch" sends a subtle message to PG-13 viewers -- eat junk food to deal with romantic loss and rejection.
Ad-skepticism is reduced. Skepticism and counter-arguing may not occur. The viewer accepts the ad's hidden message without a thought.
Embedded ads can have subliminal effects. Seamless embedded ads may bypass the conscious mind. Attitudes and behavior can be primed without the viewer's awareness.
Children and teenagers are highly vulnerable. Many children do not understand promotional intent in advertising. Children and teens often pattern behavior on favorite characters. Research shows that kids learn societal norms from TV and movies. When advertisers "write the script" the norms can be skewed to serve the marketer's agenda.
Marketers engage in stealth advertising. Embedded ads may bypass ad regulations and marketing codes. Alcohol, tobacco and gambling can be sold to kids under the radar. Pharmaceutical firms do not have to disclose drug side effects.
Advertisers control program content. When sponsors pay for placements, they gain leverage over content. Producers often relinquish creative and artistic control. Entertainment devolves to "advertainment."
Commentto the FCC by Jean Kilbourne Senior Scholar, Wellesley Centers for Women Creator of the "Killing Us Softly: Advertising's Image of Women" films Author: Can't Buy My Love: How Advertising Changes the Way We Think and Feel
Comment to the FCC by Korby Siamis Screenwriter and producer, The Cosby Show, Murphy Brown
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