hypnolibertarian

Some commercials are perfect examples of hypnotic technique.  This morning I saw one that I had to admire for its mixture of techniques.  I have made disparaging remarks about Archer Daniels Midland, and take back none of them, but I must admire the skill of their advertising agency.

The commercial was, of course, for ethanol.  It was officially by some advocacy group; however, I strongly suspect ADM money is the primary part of their budget.

First is the text that moves across the screen during the scenes.  Easily read text emphasized the spoken points; however, over every scene, in text so faint it can barely be seen, is the word, “ethanol.”  The subtle, subliminal connection is made during the entire commercial.

A second item is a wonderful example of a reframe.  A rap against the ethanol industry is that it takes corn that could be used for food.  The commercial says, “We send 40% of the corn we get out for cattle feed.”  This mean, of course, that 60% of their corn — by far the largest producer and purchaser of corn in the country — is removed as a source of food.  This is akin to those drinks that proudly proclaim, “10% fruit juice!” instead of, “90% water and artificial ingredients!” How many would willingly buy the latter?

Combining techniques can be extremely effective.  Look for commercials that do this: combine techniques that we have spoken about to mix a conscious and an unconscious message.  Look to see if the conscious message is framed to make one side or the other to be better or worse.

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