Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

By Max Sutherland | Go to book overview

8 VICARIOUS EXPERIENCE AND
VIRTUAL REALITY

The theater is a form of hypnosis. So are movies and TV.
When you enter a movie theater you know that all you are
going to see is twenty-four shadows per second flashed on
a screen to give an illusion of moving people and objects.

Yet despite this knowledge you laugh when the twenty-four
shadows per second tell jokes, and cry when the shadows
show actors faking death. You know that they are an illusion
yet you enter the illusion and become a part of it and while
the illusion is taking place you are not aware that it is an
illusion. This is hypnosis. It is a trance.
1

Robert Pirsig

Virtual reality technology has been developed partly from video games, partly from cinema and partly from flight simulators. It is based on the concepts of illusion and immersion. It creates the illusion of being immersed in an artificial world.

Years ago Morton Heilig (the inventor of Sensorama), after he had seen Cinerama and 3D, said: 'When you watch TV or a movie in a theater, you are sitting in one reality, and at the same time you are looking at another reality through an imaginary transparent wall. However when you enlarge that window enough you get a visceral sense of personal involvement. You feel the experience and don't just see it.'2 Anyone who has been in an Imax big-screen theater will relate to this. As Heilig put it: 'I felt as if I had stepped through that window and was riding the roller-coaster myself instead of watching somebody else. I felt vertigo.'

What has this got to do with advertising? Sometimes studying the extremes of a phenomenon can provide insights into its milder forms

-91-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this book

This book has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this book

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited page

Bookmark this page
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
/ 366

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.