Top MediaCurves Study of the Year, Number 5: Viewers Are Skeptical of New Scientology Ad Campaign
While most are skeptical, over half (52%) of viewers think the new Scientology ad is effective and 46% think it will attract new followers to the religion
Flemington, NJ, August 4, 2009 – A new national media study among 316 viewers of a new advertisement promoting Scientology revealed that viewers reported skepticism as their most felt emotion while watching the commercial.
The study was conducted by HCD Research using its MediaCurves.com® website on August 3, to obtain viewers’ perceptions of a new advertisement promoting Scientology.
That study also revealed that almost half (46%) of viewers think that the ad will bring followers to the religion of Scientology. 52% of viewers thought the advertisement was an effective one overall. The response curves, which measured viewers’ believability, revealed a considerable level of viewer believability throughout the ad until the Scientology reference at the end was displayed. “Typically when a logo or advertiser name appears in an ad there’s a decline in interest and/or believability. However, I have never seen such a precipitous decline in curves as was seen when the Scientology identification was shown on the screen,” noted Glenn Kessler, president and CEO, HCD Research.
Among the findings:
“Which of the following emotions did you feel the most while viewing the video?
Please check all that apply.”
|
|
Total
(n=316)
|
|
Anger
|
2%
|
|
Inspiration
|
27%
|
|
Sadness
|
2%
|
|
Skepticism
|
34%
|
|
Confusion
|
16%
|
|
Disturbing
|
6%
|
|
Embarrassment
|
1%
|
|
Pride
|
1%
|
|
Happiness
|
11%
|
“Please indicate how effective you believe this advertisement was.”
|
|
Total
(n=316)
|
|
Not at all effective
|
48%
|
|
Somewhat effective
|
45%
|
|
Extremely effective
|
7%
|
“Do you think this advertisement will bring followers to the religion of Scientology?”
While viewing the video, participants indicated their levels of believability by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements. For more information on mediacurves.com, please contact Barbara Taylor, director, MediaCurves.com, at (908) 483-9146 or (barbara.taylor@hcdi.net).
The ad was very good so was the survey. However, i still have no interest in becoming a Scientologist.
i have no idea if these ads help or hurt. i am not a mindless sheep so i don't how mindless sheep think.
i am a free thinker.
As a Christian I am extrememly opposed to Scientology and to view such an ad sent chills down my spine over the false teachings of this religion.
by JJ (Anonymous User)
on Wednesday, August 12, 2009 @ 8:21:59 AM (
#1820)
Haha!! As opposed to your "true" teachings eh?
ALL religion is poison and nothing good comes out of them. Though I must admit that Scientology is probably the weirdest and stupidest one...
by Nestor (Anonymous User)
on Wednesday, January 23, 2013 @ 3:01:13 PM (
#8351)
Thank you so much for joining all the cnborllockiog fun on my blog. It was great to have you and I'm happy to meet you! And these are great tips, I really like the one with the vacuum, we have a lot of Lego pieces around here and the small ones gets lost so easily. XO, Jill
by tftemwvkdjb (Anonymous User)
on Thursday, January 24, 2013 @ 8:40:35 AM (
#8355)
I have known about Scientology for years and have already decided that i'm not interested so I may not be the best judge of ths ad
i did not understand at what the commercial had to do with scientology it gave me no better idea of scientology i saw no point
No comment on the survey. Re: the ad itself, it might influence someone who had no prior knowledge of Scientology.
i wish the commerical gave more information about their methods
You really don't want to know their methods.
Interesting commercial and some what appealing. We have all heard of sciencetology and admittedly at time, are curious about it . We are also very skeptical.
WHAT CRAP! SCIENTOLOGY DOES NOT HAVE ALL OF THE ANSWERS PERIOD!
by Fancy (Anonymous User)
on Tuesday, January 4, 2011 @ 1:15:45 PM (
#6349)
As an Independent Scientologist who happens to be for the Venus Project I tend to agree with you but there is a lot of good in t he analtered tech. I would say never ever go to the Corporation known As Scientology.
If anyone is interested just find someone out of it that does the same thing without the massive money they ask in the corporation to screw you up and you leave and have to find an Independent that can fix the damage. Which happens all the time.
I do note they say money is part of life. NO IT IS NOT. Don't surprise me they put emphases in money.
Please read the fine print when joining Scientology as a religion. I have never been a member, but my aunt and uncle were asked to sign yheir house over to them in California.
by Nephi (Anonymous User)
on Thursday, December 15, 2011 @ 4:51:04 PM (
#7148)
You have the monopoly on useufl information-aren't monopolies illegal? ;)
by gzvaccsnbq (Anonymous User)
on Friday, December 16, 2011 @ 3:34:36 AM (
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by Sundance (Anonymous User)
on Wednesday, January 18, 2012 @ 1:28:39 AM (
#7234)
Hats off to wheover wrote this up and posted it.
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on Wednesday, January 18, 2012 @ 5:00:06 AM (
#7239)
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by Samuel (Anonymous User)
on Tuesday, July 24, 2012 @ 1:01:48 PM (
#7824)
Thanks for the feedback. After lonikog into it I can see that the DF installer doesn't create the bbbanlist table any more so I must have it in my install from an earlier version this is now fixed (from 0.9.01) so just re-download the convertor and try it again.
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I like these commercials, and it was fun to be asked to do a survey on this one as I've been a Scientologist for many years. :)
This advertisement jumped around so much that you lose interest way fast!
It is also about brainwashing.
by Kaedn (Anonymous User)
on Saturday, July 9, 2011 @ 8:02:37 AM (
#6760)
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When the ad started, if I had not been told it was an ad for Scientology, I would have thought it was an ad for a movie.
The video was interesting but it says nothing about Scientology. It is not at all persuasive about Scientology.
Interesting, but really didn't say what Scientology was.
I didn't know what the commercial was about until the very end. They should mention Scientology at the beginning.
The whole idea of commercials to promote religon is ridiculous in my mind. What is it a business or religon????
I thought the ad was very well done, but for me it will not change my feelings about my faith
I think that ANY form of evangalising is dangerous
Personally I find Scientology to be evil. I have researched it in the past.
It was a nice quiet commerical that showed life as it is. It didn't relate to religion until the very end
it was a "feel good" video, but didn't specifically link Scientology toward the images shown. If they want new members, they should be more specific, showing perhaps a cause and effect video about the religion.
n/a but i will add that the ad was really dumb in my opinion. tells nothing about scientology - but maybe that is what they wanted to avoid.
I enjoyed the opportunity to view the advertisement for you. Please send me more. :)
I believe in the Lord Jesus Chrit and not one word of Jesus was said in this so called church add ,So for that I did not like the add. Any add that does not mention Jesus for that church is a very poor add,
Plus being a very poor church .
I was confused on what the subject was till the end. At that point it reeled you in.
I had no idea what the ad was abouot until the end.
Really grabbed your attention; liked it very much despite the Scientology which was very understated and tasteful.
I have never taken a survey about a church before and this particular one is very talked about in the tabiloids
intersting commercial but didn't really tell me much about this religion
I have no intention of practicing scientology, but was impressed by this advertisment.
It was pleasant tow atch, but didn't really say anything about Scientology.
Made me curious to find out more about Scientology but will never change my religion!!
I think scientology is misleading people. Unfortunately an advertisement like this only leads more people into it.
I did not realize at first that it was a video about scientology. I thought it was just a build up before the video.
very interesting ad which wasn't overly aggressive about joining the religion
I realized that I had seen this ad before but I did not pay attention to what it was for. I just liked the ad and thought it was talking about life.
This is so crazy, it is trickery!!
by Enqi (Anonymous User)
on Tuesday, July 24, 2012 @ 2:03:42 PM (
#7826)
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by Ingo (Anonymous User)
on Thursday, July 26, 2012 @ 12:32:46 AM (
#7834)
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Personally, I think Scientology is ridiculous and based on a work of science fiction.
you assume I believe in god.
just about the commercial: it was confusing what it was even about, until the end (& then still it didn't make a lot of sense)
This was a good example of the way you can be convinced something controverial is good when it is not.
I hope this will not help this religon. Any religon that does not have Jesus Christ, the only begotton Son of God as the center is totally false hope. God sent Jesus to die for us. We could not save ourselves. We owed a debt of sin we could not pay. Jesus took our place on the cross.
May you see the need to accept Jesus Christ as your Lord and Savior.
by Chris Thompson (Anonymous User)
on Wednesday, January 5, 2011 @ 7:34:09 PM (
#6350)
I don't think the commercial explained Scientology and that's why I was confused.
The commercial video was interesting to watch, but I do not see how the subject depicted is connected to any particular religion, let alone, scientology.
I am aware that that Hubbard said, "I'm going to found a religion. That's where the money is."
I know Scientologists and they are just as much messed up as the rest of us.
by Arup (Anonymous User)
on Tuesday, July 24, 2012 @ 1:51:58 PM (
#7825)
Dear Tory,Thank you for standing up and spnaeikg out about the dangers of $cientology. I was never a member of the cult, but I could well have ended up joining. At the time I encountered it, I was on my out from the religion in which I was raised, and was sort of desperate for something to regain some sense of stability. I was very young then and still a teenager.I read Hubbard's Dianetics and was very interested. I even did the Self Analysis book, which I sort of liked for a while. I have always been a voracious reader of news. So I came across the Time Magazine article in 1991 ( The Cult of Greed and Power ). I immediately lost all interest in pursuing $cientology courses. That article saved me a lot of grief later on.Those of you who have experienced the best and worst of $cientology bring us a unique perspective. The testimony of former members is hugely important and can affect more people than you know.
by Hasan (Anonymous User)
on Thursday, July 26, 2012 @ 1:01:06 AM (
#7836)
The government wants to be in the bsinseus of telling us how to live our lives in all sorts of personal ways...so irritating. I feel strongly that law should only be used to protect us from each other...not from our own stupid selves. Clearly, some (ahem) in the government disagree.Biblically, I think it's pretty clear that things are going to get MUCH worse for Christians before the Lord comes back for us. I wouldn't be surprised if I'm meeting in underground churches by the end of my lifetime. World governments will get stronger and more intrusive, and the True Church will suffer. But...praise God...none of that changes who He is. I can't claim to understand the mind of God, but from my limited perspective, it seems that the heat has to get turned up to some pretty painful levels to force people to make a choice. It won't be long before happily sitting on the fence just will not be an option.I pray that I have the courage to shout from the rooftops until they lock me up or send me Home for good!PS. That video...pretty revealing!PPS. Sorry to ramble in a comment...this is why I do my own blog ;-)
With the current economic climate, people who are looking for answers to their problems will see this commercial and jump to join, expecting their problems to disappear. L Ron Hubbard has used these types of commercials before and they have proven to be very effective, especially when so many people are feeling a decline in their way of life. He's similar to a real estate agent taking advantage of the home foreclosure crisis or lawyers chasing ambulances.. It seems like people want a quick fix and Scientology could be the answer they're looking for, unless they research beyond the commercial they witnessed.
I thought it was an interesting commercial, with lots of good visuals, but I didn't get what they were selling. They left the hard sell to the last frame. Up till then I was just enjoying the video.
People in general don't go for promotions of religions.
I believe some people will respond to the ad if they disatisfied within themselves and are easily swayed
dont know anything about this religion but would rather stick to christiany
by Fred Willcutt (Anonymous User)
on Thursday, August 6, 2009 @ 12:09:04 PM (
#1758)
Personally, I'd rather join Anonymous now and commercial made me angry
The ad was true to life and what happens in our lifetime. I would not take this as a religion but maybe a class to learn about life itself and why things happen as they do in our lifetime.
by ExSntlgst (Anonymous User)
on Wednesday, August 5, 2009 @ 12:54:44 AM (
#1736)
Good commercial but I can tell you that life inside Scientology is NOTHING like that video.
Thanks for the great comments! We really appreciate your feedback.
by terryeo (Anonymous User)
on Thursday, August 6, 2009 @ 5:19:07 AM (
#1754)
The ad doesn't even touch on their product. It's just a rapid succession of pretty images and feel-goodiness.
The huge decline at the end shows the sample audience are smart enough to see though the facade. With them split on the efficacy of this ad I think they sell everyone else short. Tom Cruise's implosion a few years back and the dedicated persistence of former members and activists online has irreparably tarnished the group's corporate image.
The Scientology brand is toxic to all.
by Anonymous (Anonymous User)
on Thursday, August 6, 2009 @ 5:57:21 AM (
#1755)
When I first saw this ad on television, I thought it sounded really cool until I saw the Cult of Money logo at the end. Silly Scilons, tricks are for hookers!
by Mike (Anonymous User)
on Thursday, August 6, 2009 @ 10:27:19 AM (
#1756)
The scientologist author of the Scientology slogan "Know life, know yourself." left Scientology after 25 years.
http://www.tampabay.com/specials/2009/reports/project/hall.shtml
by Django (Anonymous User)
on Thursday, August 6, 2009 @ 12:06:13 PM (
#1757)
All this fluffy, ambiguous feelgood nonsense may persuade someone to check Scientology out, but there's the internet now, and the real truth about this dangerous mind-control cult can be seen. Read some stories of life in Scientology:
www.exscn.net
www.exscientologykids.com
www.counterfeitdreams.blogspot.com
Scientology - Through The Door
If you're in Scientology and feel you need help leaving, help is available:
1-800-XSEAORG (1-800-973-2674)
Magoo44@charter.net. (818)-588-3044
www.grahamberry.com
It's not some happy shiny goofy UFO religion. It is a dangerous, predatory cult that brutally harasses its critics and ex-members, and maliciously abuses its adherents. Google it.
by Anonymous (Anonymous User)
on Thursday, August 6, 2009 @ 1:19:28 PM (
#1759)
Bunch of happy-feel-good pictures that have nothing to do with $cientology. There's no substance in this at all - you could replace "Scientology" with anything from a credit card company to a life insurance company and it would have made just as much - or little - or actually much MORE - sense. Simply trying to use EMOTIONS, not SUBSTANCE. Why am I not surprised.
I'm delighted to see that people find this ad highly unbelievable - and admittedly, I laughed when the curve went down. A lot.
Anonymous strongly urges anyone to get informed about $cientlogy, using all sources available. Google is your friend.
Thank you HCD, you made my day.
by Tyler (Anonymous User)
on Thursday, August 6, 2009 @ 1:58:40 PM (
#1760)
It's true that the ad is too ambiguous. I think you'll find that Scientology is never directly to the point. They want you to pay before you can learn anything. The more you pay, the more you learn. This is why they copyright everything, so that when someone publishes it online or leaks their teachings, they can sue for copyright infringement. It's also to hide certain high-level material that may turn potential customers off from joining.
by David Murphy (Anonymous User)
on Thursday, August 6, 2009 @ 5:19:01 PM (
#1762)
I thought that was an advert for a really great holiday when I first saw it, but that's for a 'religion'? Gimme a break, just tell me where they filmed all that and I'm booking a ticket, I want to base jump into caves.
by Doodle (Anonymous User)
on Thursday, August 6, 2009 @ 5:22:29 PM (
#1763)
http://scien.tology.org/'nuff said.
by 156 (Anonymous User)
on Thursday, August 6, 2009 @ 8:26:57 PM (
#1764)
That little sight is sooo brilliant.
by Tommy Davis (Anonymous User)
on Friday, August 7, 2009 @ 2:21:31 AM (
#1765)
"In any event, any person from 2.0 down on the Tone Scale should not have, in any thinking society, any civil rights of any kind, because by abusing those rights he brings into being arduous and strenuous laws which are oppressive to those who need no such restraints." - L. Ron Hubbard, SCIENCE OF SURVIVAL, 1989 Ed., p. 145 [The "Tone Scale" is Scientology's measure of mental and spiritual health.]
"There are only two answers for the handling of people from 2.0 down on the Tone Scale, neither one of which has anything to do with reasoning with them or listening to their justification of their acts. The first is to raise them on the Tone Scale by un-enturbulating some of their theta by any one of the three valid processes. The other is to dispose of them quietly and without sorrow." - L. Ron Hubbard, SCIENCE OF SURVIVAL, p. 170
"The sudden and abrupt deletion of all individuals occupying the lower bands of the Tone Scale from the social order would result in an almost instant rise in the cultural tone and would interrupt the dwindling spiral into which any society may have entered." - L. Ron Hubbard, SCIENCE OF SURVIVAL, p. 170
"When somebody enrols, consider he or she has joined up for the duration of the universe - never permit an 'open-minded' approach... If they enrolled, they're aboard, and if they're aboard they're here on the same terms as the rest of us - win or die in the attempt. Never let them be half minded about being Scientologists... When Mrs. Pattycake comes to us to be taught, turn that wandering doubt in her eye into a fixed, dedicated glare. The proper instruction attitude is, 'We'd rather have you dead than incapable.'" - L. Ron Hubbard, KEEPING SCIENTOLOGY WORKING, 7 February 1965, reissued 27 August 1980
by NorwAnon (Anonymous User)
on Saturday, August 8, 2009 @ 10:28:51 AM (
#1800)
I laughed my a** off when I saw the curve. I was completely convinced that this was some sort of joke before I realised this is a serious site and the graph is real. What a drop.
by enigmanon (Anonymous User)
on Monday, August 10, 2009 @ 2:31:27 PM (
#1802)
I've never seen this ad before I almost fell out of my chair when that curve dropped that s*** was funny as hell
by brendon (Anonymous User)
on Tuesday, August 11, 2009 @ 1:16:09 AM (
#1815)
This commercial is just lipstick on a pig.
The reason it doesn't explain what Scientology is ..... is because it is nothing and a con. The leader of the church David Miscavige is amassing more and more property and millions from these unsuspecting parishioners and his intent is to rule and suppress others into a slave state. Yes, he is a madman but very dangerous. Keep away!
I found the ad uninteresting and boring. I believe in God !
by Nikki (Anonymous User)
on Tuesday, December 4, 2012 @ 12:54:25 PM (
#8220)
yes uggs are fugly. but they are also expensive.i dont see why? the wraranty is good for a lifetime.its awful close to christmas so all the uggs in stock at your local mall are more than likely cleaned out, but its worth the try! (call first and save yourself the gas money) the worst that can happen is that the particular shoe is on backorder and you have to wait longer. go to a shoestore and you NEED a recipt they may order it for you right there. if not just ask what to do someone will telll you.best of luck! i hope someone can help you!
by qgodkfvf (Anonymous User)
on Wednesday, December 5, 2012 @ 5:52:47 AM (
#8230)
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on Wednesday, December 5, 2012 @ 10:59:14 AM (
#8239)
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on Monday, December 10, 2012 @ 9:17:58 AM (
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by dr. rock (Anonymous User)
on Tuesday, December 29, 2009 @ 6:43:36 PM (
#4216)
scientology is a dangerous cult. just read about operation freakout. it's scary.
by Aaron Saxton (Anonymous User)
on Monday, February 22, 2010 @ 7:31:20 PM (
#5119)
I used to work in the Intrnational Management of Scientology. This add shows happiness, people playing sports, jumping off cliffs, living lfe with others - this doesn't happen in the halls of Scientology. Are we sure having the name Scientology at the end wasn't a joke?
by HuhWhatHF (Anonymous User)
on Tuesday, March 23, 2010 @ 9:03:37 AM (
#5311)
All nice and pretty, but being in $cientology one would not experience any of those things seen in the ad. One would see a bullying, mental straight jacketing cult that literally enslaves it's followers. Worse, they treat thier staff like slaves, destroy living, empty bank accounts and practice the opposite of what they preach (other than a few PR fronts, whose end goal is snagging everyone on earth into the cult). Oh, and one MUST accept hubbard's teachings, 100%, or else. Oh yeah, believe or leave, but wait: and 100% excommunication and $$$$$ in new debt owed to us if you do.
by ann (Anonymous User)
on Friday, July 2, 2010 @ 9:38:20 PM (
#6029)
spent 25 yrs in scientology and not any better off now than in the beginning except yes and oh how did they open my eyes to lies and reality. all i can say is guess what???? after 300,000 thousand you stilll cant walk on water unless you know where the stones are!!!!!! LOL
by George (Anonymous User)
on Wednesday, October 13, 2010 @ 2:03:49 PM (
#6160)
This CULT is very wealthy aqnd powerful. Why? because it's member pay a quater to a half MILLION dollars to do it's "services". Guess what? None of what they sell delivers what they ptomise.
Want to work for this group? You'll sign a BILLION year contract. Work for $60/week, no dental, no medical no retirement and if you ever leave you'll OWE them for them training you to work for them.
If $cientology worked the world would be beating down their doors. It doesn't work. There are maybe 40,000 active members in the world ( not the 8 to 10 MILLION they claim.
They claim over 6500 "churches" yet their own website shows they have a grand total of 475 "churches".
They have many many books full of their own rules ( they call "polocy" ) which they demand memebers follow exactly but which the leaders follow not at all.
Bottom line? Dangerous cult, stay away or have your soul sucked out of you.
by George (Anonymous User)
on Wednesday, October 13, 2010 @ 2:10:55 PM (
#6161)
Oh, if you buy a book from them they will mail to you and call you for at least the next 25 years. No matter how many times you move from state to state.. they will STALK you.
And if you displaes them they WILL h*** PI's to investigate you and spread lies to your neighbors and co workers, etc. They may even have members picket your home.
Does this sound like any CHURCH you ever heard of?
Reasdeach this group on the 'net. They are a very control oriented group that feels the means justify the ends.
Watch out !
by Mest Lover (Anonymous User)
on Wednesday, December 8, 2010 @ 6:00:20 PM (
#6337)
For more information about the Church of Scientology, I highly recommend this site:
EXSCN
the Ex Scientologist Message Board
forum.exscn.net
Read, Join, Post
Freedom of speech.
Freedom from suppression!
by pattylynn (Anonymous User)
on Saturday, August 27, 2011 @ 3:24:17 PM (
#6903)
These ads are highly "laughable" as the question bears, why does this so called religion have to "commercially" advertise? Honestly?! Think about it. First Scientology is not a religion, only by tax exempt status and that was after blackmail. If you are in the "cult" than you have most likely stopped functioning and gone on the defense after reading this and are either saying or shouting out "what crimes have you committed" and "religious freedom"! If you have been in the "cult" than you KNOW and are probably saying, oh there they go again, stats are down, freaks. If you haven't been in the "cult" and are unaware of this "cult" take heed and please stay away. And if you are still interested, this ad peaked your interest, before taking the leap talk to a variety of "ex" members. A better tagline for this ad is "just say no ... to scientology"! : )
by Buff (Anonymous User)
on Wednesday, January 18, 2012 @ 4:13:22 AM (
#7237)
If my problem was a Death Star, this aritcle is a photon torpedo.
by Lynsey (Anonymous User)
on Thursday, January 19, 2012 @ 11:20:56 PM (
#7269)
Kewl you sohlud come up with that. Excellent!
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