• Associated Press, Friday, March 3, 2006 1 PM

Citing its policy against subliminal advertising, ABC has rejected a spot from Kentucky Fried Chicken that contains a secret message viewers can see if they replay the ad slowly on a digital video recorder. But the fast-food chain doesn't buy the argument that it's breaking any rules. "We ran it through our legal counsel," KFC spokeswoman Laurie Schalow said. "We don't feel it was subliminal advertising, but ABC did feel it was too close." KFC says the message is not subliminal because it has been widely publicizing the ad and encouraging people to find the hidden message, which tells viewers to visit KFC's Web site to receive a coupon for a free sandwich. The technique is designed to counter the rise of digital-recording technology that enables viewers to skip past commercials. One advertising executive said he was surprised at ABC's decision. "I would think the networks would look to partner and encourage experimentation with techniques that involve the viewer and discourage them to skip the commercials," said Jamie King, senior vice president at Publicis & Hal Riney. "Broadcasters need to recognize that their role in a marketer's media mix is going to evolve. They should evolve their points of view accordingly."

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