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Thr Red and Black
Thursday May 7. IPkl
News Roundup
Key: Subliminal ads could affect attitudes toward sex
By BECKY DYER
Hcd and Black ( omribtiung Wriler
1 How
Have you ever seen the word sex written in parsley’’
about distorted faces in the ice cubes in a drink’’
Wilson Brian Key has Key is the author of three books on
what he calls subliminal seduction
Key presented a multi-media program on the wavs ad
vertising men use subliminal persuasion to sell and
manipulate the public at a University Union-sponsored
lecture Tuesday night Key told a group in the Memorial Hall
ballroom that although he knows the messages are there, he
does not quite know how they w ork
"You won't realize anything is there when I show the
slides." he said, "but your unconscious brain will. That’s
what the ad people are counting on ."
Key showed the audience slides of ads that have appeared
in publications across the country All of the ads cost at least
a million dollars to create and display Each ad contains
messages added in that appeal to a person's sexual or self-
defeating interests
Key gave an example of a placemat used at Howard
Johnson's restaurant. The placemat was a view through a
porthole in a ship which showed a plate of fried clams, slaw,
parsley and french fries By using a closeup of the placemat.
Key outlined the word ’sex’’ in the parsley, and what he
called an orgy in the clams, consisting of about eight human
figures and a donkey
That sells fried clam plates." Key said "but it also would
have a potential of making bestiality, group sex and orgies
acceptable ."
Key feels his ideas are valid because he said there is no
better explanation why the ads have such a favorable
monetary response. He said the pictures used in ads are not
photographs, but paintings done by highly skilled artists,
paintings that cost the advertising companies millions of
Books angered ad people, says Key
To some of his critics.
Wilson Brian Key is a man
who can see sexual images
in everything But Key feels
he has a valid case for his
theory of subliminal seduc
tion in the media.
"In the beginning you
want to believe these artists
are deceitful, tricky people
— but the messages aren t
hidden, thev're visible, ex
cept what you hide from
yourself." he said
Key has his theories on
why subliminal perception
works
"Your brain does have the
capacity to deal with images
that are distorted." he said.
“The unconscious brain is
also highly sensitive to
distances." he said This
would explain why the con
scious brain is unable to pick
out the messages until they
are enlarged, he said.
Key said he feels he has
been wrongly judged by the
media
“I’m very disappointed at
how angry the ad people
have been at me since I
wrote my books." he said
Key said some ad men have
admitted to him they didn't
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think the ads would work
without the material that is
added in.
Key does see a practical
use for subliminal persua
sion.
"The subliminal techni
ques have been used clinical
ly for 12 years," he said.
"They have had some
limited results with institu
tional patients."
Key also discussed the
possibility of using
subliminal messages in the
music played in department
stores as a deterrent to
shoplifting.
"A good use for
subliminals would be in
brainwashing America with
honesty," he said.
— Beckv Over
dollars.
"That isn’t a real cube of ice — have you ever seen a cube
of ice that looks like that?" Key asked his audience. “It’s all
a painting, a fake, a fantasy — and you thought it was real,"
he added
The alcoholic beverage companies are using techniques to
get people to buy products that will destroy them. Key said
He outlined distorted faces and skulls in the ice cubes on a
liquor advertisement.
"What is that doing in a scotch ad? Why don’t they show-
happy people standing outside at a barbeque drinking scotch
instead?" Key asked. He said the alcohol ad would not have
the same impact on sales if the subliminal messages were not
in it.
Key recently testified at a Senate subcommittee hearing on
alcohol advertising.
Copy in the advertising may also give out sexual messages.
Key said He pointed out an ad for Clairol herbal essence
shampoo that used the words, "your hair will get very, very
excited."
In one of the most blatant examples, an ad for Parkay
margarine, Kay detailed what appeared to be a male sex
organ in the pat of butter.
"Can’t you imagine millions of American housewives
salivating over their "Family Circles" without knowing
what’s turning them on? " he said.
Staff photo Mitzi Harris
Wilson Bryan Key
Services held today for Professor Kalber
Services for Frederick A.
Kalber. 50, associate
director of the University
Sea Grant Program, will be
at 2 p.m. today at Emmanuel
Episcopal Church.
Kalber died Tuesday in
Atlanta.
A marine biologist. Kalber
had been with the University
since 1978 Prior to his ap
pointment here, he was the
director of the Marine
Research Laboratory of the
Florida Department of
Natural Resources.
A native of Keene Valley,
N.Y., Kalber received his
bachelor's degree in biology
from Alfred University
(N Y.) in 1953. He earned his
master's degree in marine
biology in 1955 at the
University of Miami and his
doctorate at the University
of Delaware in physiological
chemistry in 1962.
The author of numerous
research papers. Kalber had
taught at Florida Atlantic
University, City College of
New York, the University of
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Survivors include his
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two daughters. Jill Susan
Kalber, Boca Raton, and
Lynn Robin Kalber Froman,
Fort Lauderdale, Fla.; and
three stepchildren.
Stephanie Charlotte, Jen
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Alexander Hayden, of
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Kalber has been cremated
and his ashes will be scat
tered on the Atlantic Ocean.
The family requests that
instead of flowers, con
tributions be made to the
University’s Marine Science
Program.
Frederick Kalber
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