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Subjective color
I'm not sure what term was used for that color effect in the television business but in the field of psychology and sensation an perception it is known as "subjective color." In the mid 1800's C.E. Benham invented a top that contained black and white lines. When spun the black and white stimuli produced bands of different colors. This was probably the same effect shown in that commercial. Psychologists are not exactly sure how the brain produces this effect but it is believed that it causes temporal differences in the response rate of the neurons in the color pathways. Sorry, too much detail, but I have to lecture on this very topic on Wednesday!
Steve
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