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March 02, 2006
A-B-C rejects KFC ad because of policy against subliminal advertising (MSN Money)
It turns out a hidden message in a K-F-C ad is too close to subliminal advertising for A-B-C. The network says it's following a longstanding policy and won't air the commercial with the message. A-B-C is airing a different version, with the message frame cut out.
No other network has refused the ad.
Viewers can slowly replay it to find a message to enter on the fast food restaurant's Web site to get a coupon for a free sandwich.
A University of Missouri advertising professor says he doesn't think it's a subliminal ad. In fact, he thinks it's just the opposite -- because people have been told to look out for the message.
The Kentucky-based company is pleased with the results. It says more than 70-thousand people have entered to receive coupons.
The strategy is meant to counter the growth of new technology that lets viewers skip through commercials.
[CNN reported about KFC's ad a few days ago, but the ad had not been pulled by ABC yet. I remember seeing that commercial a few times and I never felt compelled to log on and get my coupon for a free sandwich. However, I also don't sit and watch something frame-by-frame, either. I agree with the advertising professor's assessment about KFC's tactic of telling audiences that something is hidden in its ad. I might add that some controversy is being generated from recent media coverage and that strategy worked well for Mel Gibson leading up to Passion of the Christ was released in theaters. My Dad pointed out to me that controversy = free publicity and here we see it in action again. BK]
Posted by kuechebj at March 2, 2006 02:51 PM