有益身心的廣告
(向時代廣場買廣告，可能是這世界上最有效的廣告。)
／／在一次爭取UA時代廣場售票員的椅子的過程中，我們去信時代廣場購買廣告，隨後不過一星期，ＵＡ作出了改善，在此我們感謝ＵＡ，更感謝時代廣場的支援。
今天我們從勞工處得知，ｃｉｔｙｓｕｐｅｒ正積極考慮向收銀員增添椅子，在此我們感謝勞工處前線員工作出的努力，使香港最後一間大型超市有望回復正軌，遵循指引，我們會繼續密切監察ｃｉｔｙｓｕｐｅｒ有否遵守承諾，不排除日後把個案轉交時代廣場／／
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時代廣場廣告負責人，
你好,我很久沒有到訪時代廣場了，今次來信是想向你們購買一個外牆大屏幕廣告。這廣告的形式和內容對你們來說可能有點荒唐，但也請你耐心看看我的詳盡解釋，你一定會感到這廣告很有意義，更重要的是我們必然會付足廣告費，不須你們贊助。
是這樣的，我曾到訪你們13樓的UA戲院看電影，看到那些售票員竟沒有椅子支援，與勞工處的有關收銀員職安健指引相違，你知道嗎？聽說其他UA院綫都有椅坐，唯獨是在時代廣場的這間分店沒有，所以我才嘗試向你們買一個呼籲關顧服務業打工仔長期站立勞損廣告。
說回廣告內容及形式，那廣告設計只是一張硬照上面印有請關顧服務業打工仔長期站立勞損問題。我相信你們對這天經地義內容不會反對的，然而作為創作人的我還對廣告形式有點要求，希望你們也可如日常工作一樣寬容接受這些奄尖顧客胡鬧，我的要求是要一個潛意識的廣告：
1957年，就在我們上次在時代廣場上野餐前的51年，廣告調研專家維卡瑞James Vicary在美國新澤西電影院播放Picnic（野餐）這部電影時，穿插印有「喝可口可樂」和「吃爆谷花」這些話語的圖片在電影中，並很快地閃過。因為速度太快，觀眾們意識上完全不能覺察到他們看到電影暗藏的信息，但是這些信息卻被他們的潛意識接收了。結果是，戲院的可樂和爆谷的銷量竟然分別爆增15%和58%!
潛意識廣告的刺激落在消費者感知極限之外，只能被潛意識所接收，通過對潛意識的刺激，引發消費者的某些響應行為或者認知。聽說這手法由促銷爆谷到總統競選也生效!
亦因著此，我們想選用這方式展示廣告，嘗試改變香港人潛意識中對職場勞損情況忽視及冷漠。具體的計劃是每10秒安插一個1/24秒呼籲關顧服務業打工仔長期站立勞損畫面，我知你們收費不便宜，一星期每小時播放180秒要$35830，我們大概每小時只佔15秒…….(心珠算後) 我們總共應要付約$2985.9元，3000元對我們基層來說期實也不少，但在計劃獲確定後我們一定眾籌所須的回來，因為我們相信沒有什麼地方比時代廣場買這廣告更有效更適合。希望我們共同可以使老闆、打公仔和消費者在購物天堂和人肉市場的夾縫中學習同理心，拜托你門了，期待你們早日回覆，謝!
程展緯 （１０月８日）
(ps: 一小時每５秒閃一次廣告，總共可有720次，所以我期後會給你更多的圖像，16:9 JPEG格式可以了嗎? 另外偶然看到你們外牆畫面不太流暢，這是否有人比我們更早向你們購買這種潛意識廣告? 如果不是，為什麼有這麼多打工仔對自己在職場面對的處境無聲吶喊？)
#寓言練習潛意識廣告。
(Purchasing outdoor TV advertising from Times Square. Probably the most effective advertisement in the world.)
// During the process of campaigning for UA Cine Times to provide chairs for ticketing cashiers, we wrote to Times Square to purchase advertisements. In less than one week UA made improvements. Here we show appreciation for UA, and thank Times Square for their support.
Today we know from the Labour Department that Citysuper is actively considering chairs for cashiers. Here we thank the frontline staff of the Labour Department for their effort and contribution to hopefully correct the last large-scale Hong Kong supermarket that has not accomplished this. We will closely observe if Citysuper fulfils their promises. We do not exclude the possibility of handing the case to Times Square in the future. //
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Dear representative of Times Square,
It has been long since I last visited Times Square. This time I am writing to purchase an outdoor TV advertisement from your mall. The format and content of the advertisement may be deemed a little absurd at first, but I will explain in detail. You will sure find it highly meaningful. More importantly, it is certain that we are going to pay the full advertising fee. There is no need for sponsorship from your group.
I have been to UA Cine Times on your 13th floor and was surprised to find that there were no seats for the ticketing cashiers. This is in violation of the Labour Department’s guidelines for occupational safety and health. Did you know? We gather that seats are available in all UA branches except the one in Times Square. This is why I would like to buy an advertisement from your mall to raise awareness of workers’ health risks of prolonged standing.
Speaking of content and format, the advertisement will simply consist of a single photograph, on top of it a text that reads health concern for strains caused by prolonged standing of workers in the service sector. I believe your group will not oppose the irrefutable ethics of the content. Rather, as a creative I have specific requirements for the format. Hopefully you will accept this unusual request in the usual patient manner of embracing difficult customers. My request is a subliminal advert:
In 1957, 51 years before we picnicked at the open piazza of Times Square, market researcher James Vicary conducted an experiment during the film “Picnic” in a New Jersey cinema. Visual slogans “Drink Coca-Cola” and “Eat Popcorn” were inserted as very quick flashes throughout the film. Due to extremely short exposures, the audience could not consciously notice the hidden messages, but subconsciously received them instead. Consequently, Coca-Cola and popcorn sales of the cinema greatly increased by 15% and 58% respectively!
Subliminal advertisements influence consumers outside of cognitive senses, they could only be received by subliminal perception. Through subliminal stimuli, consumers are conditioned to certain behaviours or knowledge. It is suggested that this method has been effective from popcorn sales to presidential elections!
Hence we decided to adopt this advertising approach in attempt to subliminally change Hong Kongers’ neglect and indifference to occupational health issues. The plan is to insert a 1/24-second image, that promotes awareness of workers’ prolonged standing, into your outdoor TV programmes every 10 seconds. I am aware your airtime is not inexpensive. For every 180 seconds per hour, the cost is $35830 for one week of playing. Our design only occupies approximately 15 seconds per hour… (After mental abacus) We have to pay $2985.9 totally. $3000 is indeed a considerable amount for grassroots workers like us, but we certainly will crowdfund it after the approval of the project. We believe there is no place more suitable than Times Square for this advertisement to take place. Let’s hope that employers, workers, and consumers have the opportunity to learn empathy at the intersection of the shopping paradise and brutal capitalist market. Looking forward to your positive response soon. Thank you very much!
Ching Chin-wai, 8th October
P.S. If an ad flashes every 5 seconds in an hour, there will be 720 times in total. Therefore I will submit more images later. Would 16:9 JPEGs be appropriate? Additionally, I found lagging in your outdoor TV broadcast. Were there earlier orders of this kind of subliminal advertising from other parties before us? If not, why are there so many workers silenced about their difficulties in the workplace?
#AllegoryPracticeOfSubliminalAdvertising
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程先生:
謝謝你的意見，我們對事件亦非常關心，並即時向UA 院線作出反映。
回覆亦已抄送UA院線，他們會再與 閣下跟進。
時代廣場 上
十月十二日
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親愛的程先生
感謝閣下的查詢及寶貴意見。
UA 院線一直都注重員工的身心健康，所以會於間場時提供小休時間予UA Cine Times的同事們輪流自行休息；在員工休息室內亦提供座椅讓有需要的同事使用或稍作伸展等。
惟基於現場的空間限制及運作上的安全考慮，我們會於櫃台內提供少量座椅予有需要的同事使用，而相關安排已由即時起開始實行。我們亦會積極研究增加員工設施如腳踏、矮欄等，希望同事有更舒適的工作環境。
再次感謝閣下所提供之寶貴意見，希望在不久將來，有機會再為閣下服務。
UA CINEMAS謹覆
十月十三日
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