Rumors about the 25th frame, secret weapons of advertisers and propagandists, pass from generation to generation. The image that affects the subconscious, while a person looks serenely at the screen, such a picture looks quite realistic in the age of high technology. We checked whether it actually works.

The last peak of the popularity of the 25th frame theory was on the 90s and the beginning of the 2000s. In Russia, mass media like this played a significant role in this "Komsomolskaya Pravda". But literature did not lag behind. Anatoly sinners in the book “Information War: On the Secret plans of Westerners, secret weapons and new technologies for the destruction of Russia” wrote:

“On the computer screen, as well as on a TV screen, frames change at a frequency of 24 frames per second. Computer virus "666" issues a specially selected color combination on the screen with a 25th frame that immerses a person into a kind of hypnotic trance. After 25-30 frames, the picture changes. Everything is designed so that the subconscious perception of the new pattern causes a change in heart activity - rhythm and the strength of abbreviations. As a result, blood pressure in the small circle of blood circulation increases sharply, then drops sharply. And so on until the vessels of the brain do not withstand the vessels of the brain. ”

And the newspaper "Kommersant" in 2000 conducted survey Among the television workers on a burning topic. This is how the TV presenter Dmitry Dibrov spoke:

“According to textbooks,“ the effect of the 25th frame ”is, and this is nothing more than manipulating consciousness. I recently bought a French textbook on the 25th frame on the CD-ROM-I want to quickly learn the French language. ”

Lidia Volokhova is not someone, but the Mosfilm installer, that is, a person related to video frames at the highest level, answered the question of the existence of technology:

“In principle, I believe. And I think that there is a meaning in the official ban. Moreover, now many small personnel are used, which grasp the eye, are perceived by consciousness, not like a subconscious. I tried to do this, hooliganism, of course, but very interesting. I watched whether it would be visible and will be remembered for. I can’t say that there was an effect, but this is probably because I myself did and knew what was there. And on someone else, I did not dare to check. ”

*"Dialogue". Journal of the Central Committee of the CPSU*

On this wave, Russian lawmakers really adopted the Law “On Advertising” No. 38-FZ dated 03/13/2006, where it is said:

“The use in radio, television, video, audio and film products or in other products and the spread of hidden advertising, that is, advertising, which has the effects that is not recognized by consumers on their consciousness, including such an impact by using special video stations (double sounding) and other methods, are not allowed.

Thus, more recently, in the 21st century, the use of 25th frame technology in the Russian Federation was prohibited. Now let's turn to the origins of the whole story.

In 1957, the American marketer James Vikeri publicly announced the experiment he held in the cinemas of the town of Fort Lee. While the film called “Picnic” was going on on the screen, the second projector in short breaks between the frames showed the hidden advertisement of Popkorna and “Coca-Cola”. According to Vikeri, as a result, sales of a soft drink grew by 17%, and popcorn by all 50%. After the sensational message, Vickery acquired a patent and opened an advertising agency specializing in this technology.

Vikeri's statement caused a great resonance, a marketer began to ask for another experiment. However, not a single transparent application of technology has given the desired result. When the advertising study fund demanded that Vickery provide detailed data from the first, “successful” experiment, he refused. The arrival of the course on this topic on this topic added oil into the fire and the arrival of the Forter. Student I found outthat the local cinema simply could not accept the number of spectators mentioned by the marketer, and the administration did not know about any experiments. Some sources even They saythat after a series of failures, Vikeri disappeared with millions of dollars received from different persons as a fee. This information is not confirmed, but it is reliably known that in 1962 the American gave interviewwhere, in fact, he admitted that the effect was a soap bubble, bloated from a small and unreliable experiment.

Nevertheless, the case of James Vikeri lives. And not only in Russia, where, according to recent polls68.2% of respondents believe in the 25th frame effect. Subconscious advertising is also prohibited in the West, for example in the UK. Various experiments are carried out from time to time (not only video, but also audio-), designed to prove the effectiveness of this family of methods. But they either fail, or are based on an unless sample.

Yes, it was established that slow music in the supermarket subconsciously makes a person move slower and sales are growing. Yes, and no one canceled the messages inside static advertising.

*Simpsons from the animated series, where US presidential candidate Albert Gora unequivocally hints*

Moreover, proventhat certain areas of the brain can be stimulated at the subconscious level. However, no one knows how to make this process controlled and focused. So the legislative acts of a number of countries can be considered insured-after all, we are talking about our health. And specifically the effect of the 25th frame is quite convincing, but with a hoax.