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Rating Table

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Sample Rating Table

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The table presented above is/was going to have been the basis of the rating tables mentioned on many rollover images. However, after rating a few ads it became apparent that the amount of work required to place ratings on each would have been disproportionate to the benefit. The outcome is that, in the meantime, rating tables are not being implemented. The classification system is discussed on a couple of pages (TopSecrt.htm and Famtree.htm) and is summarised in the following Table.

Category and Type
Category Type Semi-subliminal Manipulative
I Unattended Information No No
II Product Placement No Yes
III Other Manipulative ads: not so easy to notice as those in Category III. Often rely upon language to direct/trigger meaning. No Yes
IV Small, camouflaged or embedded, semi-subliminal components Yes Yes


Borderline embedded images and minor variations in the texture/grain of the artwork Yes Yes

Subliminal material

No Yes

The varations in ads falling into these categories and analysed on this site span categories III, IV and V. Which of the three categories is under consideration is usually made clear in the associated discussion.

The site also contains a few ads where attention may not be given to elements that can be perceived (Category I). More generally the ads illustrated contain embedded imagery that can be perceived when attention is drawn to them (Categories III or IV). Some others are much more difficult to perceive and these fall into Category V. There are only a few illustrations of such ads with imagery on the borderline of perceptual ability as these cannot be effectively presented on low resolution screens. And, of course, truly subliminal ads (Category VI) are absent - or, if present, were not detected by the author and are included unknowingly.

Therefore, for any references to Rating Table, until such times as a rating table scheme is implemented, simply ask yourself where the ad fits in on the continuum of categories.

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Commentary and information about any of the ads or requests on this Web site can be sent by e-mail to the Webmaster

To the best of the author's knowledge none of the illustrations, in the format used on this site, are subject to copyright. If copyright has been inadvertently breached please contact the author in order to rectify the matter. All brands and logos referred to or illustrated on this site are the property of the relevant companies and copyright holders. However, commentary and other information produced by the author can be freely copied and distributed. Similarly, illustrations of ads, so long as they are accompanied by commentary or are presented in the form of parody, can also be copied and distributed but please acknowledge as the source. Translation of tobacco company ads and relevant commentary into languages other than English will be particularly welcomed.

Last Revised: 3rd January, 2003

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