Why believe in the myth of the 25th frame silly

What is the phenomenon of the 25th frame

He is as follows: no human eye can perceive more than 24 frames per second, which is why this frequency lies in the worldwide standard. But if you insert into the video of the 25th frame, and to supply him with some message, then this information will seep into the subconscious. And people want to do what is dictated to him this odd overs.

Sounds cool, right? If you think about it, this effect can be found a lot of useful applications. For example, to treat the 25-th frame mental disease or rescue people from bad habits. Change the unpleasant traits. Promote a healthy lifestyle and regular reading of books in the end!

Of course, in the wrong hands the 25th frame will cause a lot of trouble. After all, with the help of evil corporations will force us to buy unnecessary and even harmful productsAnd dishonest politicians - vote for them, contrary to our beliefs. A terrible thing, is not it? Fortunately, our legislation protects us.

Not permitted in radio, television, video, audio and film production or other product use and distribution of hidden advertising, ie advertising that has not consumers aware of the impact of advertising on their minds, including such effects through the use of special video (dual recording) and other ways.

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Federal Law "On Advertising"

But the attackers on the attackers and to use dirty methods to bypass any laws, right? So how do you protect against this invisible enemy - the 25th frame?

The correct answer - nothing. No phenomenon of the 25th frame does not exist. It believes only very stupid or very trusting people. And that's why.

Where did this myth

In 1957, the ingenious marketers James Vicary and Francis Thayer conducted an experiment, which was to raise the advertising to the next level. In one theater a place called Fort Lee are for six weeks experienced the so-called subliminal messages (subliminal messages). Total influence of these messages has undergone more than 45 000 spectators.

ExperimentHandbook of Social Psychology It is as follows. While the audience watched the film "Picnic" (1955), they were shown a text insert the following: "Hungry? Eat popcorn "and" Drink Coca-Cola ». According to Vicary, messages appear and disappear on the screen so quickly that they were invisible to the consciousness of the audience, but the effect on the subconscious. Inserts flared 3/1 to 000 seconds and are displayed once every 5 seconds.

After Vicary experiment compared the current sales and cola popcorn for six weeks, with the figures for the previous six. The figures, he said, surprised him: Coca-Cola sales rose by 18.1% and popcorn - as much as 57%. Impressive, right?

The effect of 25th frame James Vicary brought great fame. He patented this technology and has openedJames M. Vicary and the Subliminal Advertising Controversy of 1957 his company James M. Vicary Company, which began to engage in "subliminal advertising".

Real hard the Americans were afraid that some cunning businessman will control their subconscious. The CIA even prepared a reportThe Operational Potential of Subliminal Perception about Vicari invention, after which the US Congress almost passed a law prohibiting the insertion of the 25th frame in the movie.

It raises the hype in the press. 25th shot and James Vicary became even more famous after the release of the same year books writer and journalist Vance Packard's "Hidden persuasion» (The Hidden Persuaders), in which he sensationally branded "dirty methods" of advertisers. So much so, that advertise using 25th frame bannedDoes subliminal advertising actually work? In Great Britain.

So the story of the 25-th frame start a march on the minds of millions of people.

Then do not we all sit down and accept the fact that we are already deeply zombified, if not a couple yet.

Why is the myth of the 25th frame - this is nonsense

1. Vicary himself admitted that invented the experiment

One small detail. The history of the 25th frame started with an experiment, James Vicary... which has been fabricated. In it, he admitted in a television interview in 1962. When the president of the American Psychological Corporation, Dr. Henry Link, offered to repeatPopcorn Subliminal Advertising experiment, Vicary was forced to declare that the results were rigged them.

And when the investigator asked Stuart RogersHow a publicity blitz created the myth of subliminal advertising theater manager, in which James allegedly twisted film with the 25th frame, it turned out that he is not familiar with it, and no experiment had never happened. In fact, Vicary coined effect to cash in on gullible advertisers who are ready to lay out large sums for "subconscious advertising».

In January 1958, FCC (Federal Communications Commission) has demandedNorth Jersey Legacies: Hidden History from the Gateway to the Skylnds by James Vicary demonstrations of 25-frame effect. At a conference on the subject were invited congressmen, scientists and journalists. Naturally, no impact on the audience, James could not have.

Later, he decided for another experiment (it was necessary to somehow restore the tarnished name) with the help of television Canadian Broadcasting Company. In a half-hour TV shows inserted the message "Call now!", Repeated 352 times. And... no increase in the number of calls is not recorded.

James Vicary disappeared from public view. Later, September 17, 1962, in a newspaper Advertising Age published an interview with him. There, he finally admitted to himselfSUBLIMINAL ADVERTISINGThat no experiment has never been, and he came up with the effect of 25th frame, only to draw attention to themselves and to earn extra money.

2. Scientific studies have confirmed the validity of the 25th frame

After all applications Vicary in 1958 scientists from the American Psychological Association tired of this farce, and they deniedSubliminal messages: Between the devil and the media the opportunity of the 25th frame in any way to influence the audience. However, to believe in myth about "subliminal exposure," people then did not stop.

Jan Zimmerman, a psychologist at the University of Missouri - Columbia, in his article,Subliminal Ads, Unconscious Influence, and Consumption for the scientific journal Psychology Today has denied the ability to influence people, "subliminal messages".

Many are convinced that subliminal messages - a powerful and effective way to make us do things that we do not want to do. But this is not the case. It's just a myth.

Ian Zimmerman

In 2006, researchers from the University of Utrecht and the University of Radbuda in the Netherlands conducted another experimentDoes subliminal advertising actually work?. They showed a three-minute test group Spooks clip appearing periodically in the frame word Lipton.

And as a result a significant number of participants after watching the video said they did not want to drink at all - despite the fact that they were fed before the experiment salty. Those who drink wished divided into two camps: 46% expressed a preference for tea of ​​Lipton, 54% chose a water. The researchers acknowledged that the expected effect of the 25-th frame is not rendered.

articleNegative subliminal messages work for BBC marketer and psychologist Paul Buckley of the Cardiff School of Management also argues that the messages transmitted by the 25th frame, do not work.

In practice, there is no evidence that the "subliminal messages" have some effect. Of course, in many countries there are laws that prohibit their use on television. But no more could not point to one case where a message worked.

Paul Buckley

3. The human eye is perfectly distinguishes the 25th frame

The myth is based on the convictionThat the human eye can not recognize more than 24 frames per second. Accordingly, the 25-th frame allegedly bypasses consciousness and affects the subconscious. You can not see it - but it affects.

That's just really a person can take more than 24 frames.

At the dawn of cinema, when movies were silent, the Lumière brothers (and all the filmmakers who followed them) used 16-frame shooting. This decision was made in order to save consumption of 35mm film was exactly 1 foot per second, so it was more convenient to the calculations.

Then, with the advent of sound film, it has become the standard rate of 24 frames per second. Now movies at the cinema show at 48 or 72 frames per second. Each of the 24 original frame is repeated twice or three times to reduce flicker. It is believed that a frame rate of 72 Hz is sufficientContrast sensitivity of the human eye and its effects on image qualityUntil the image is smooth.

But it is not so. For example, Air Force pilots couldHuman Eye Frames Per Second
identify the plane of the picture, which appeared to them only within 1/220 of a second, that is, they are able to perceive 220 images per second. And yet there are studiesHumans perceive flicker artifacts at 500 HzProving that people can detect even a single frame at a frequency of 500 Hz!

So, if you really burn some message and paste it in the 25th frame, you will see it and be able to decipher without any subconscious. And movies with this "secret" scenes you do not get to watch: he will be dazzled and distracted viewing. Our video proof:

Why do people continue to believe in this nonsense

25-th frame, in which naive simpletons believe, fraudsters have turned into a profitable business. Starting from the 80's in the United States were sold to a variety of cassette audio and videos that have been designed to help customers lose weight, quit smoking, Find peace of mind, to pump memory and self-esteem, and other ways to improve life. Psychologists Anthony Pratkanis and Erik Greenwald spentDouble-Blind Tests of Subliminal Self-Help Audiotapes scale-blind testing of such products. As expected, no effect miracle cassette had no effect.

But people continue to believe. In the 90's 25th shot came in Russia. Everywhere were sold all the same cassette, which can be and to stop drinking, and to learn English from scratch over the last month, and cure any disease. Why are there 90's! Even now, there are various online services, claiming to teach, heal and help you through the 25th frame.

So why this nonsense is still alive? Because so many people do not have enough critical thinking.

After all, to spend a little time on shtudirovanie studies refuting another stupid myth that you need to make some effort. But to believe that you can quit drinking or become a millionaireLooking magic video - easy and pleasant. Recognize that you do silly things myself - it is difficult, but to blame the troubles on the television station, "irradiating" the population of the 25th frame - it easily.

Just know this: there is no evidence of the influence of the 25th frame on the mind, the subconscious, the soul, the energy of qi and other similar matter. The creator of this myth has admitted that all up. So who should be to continue to believe in the 25th frame? Answer this question for yourself.