![]() In order to better apply subliminal visual messages to commercial advertising, education and other fields, this paper studied the process of subliminal visual messages in the brain. The visual information that can't be detected by consciousness but can affect individual's behavior and attitude under specific conditions is called subliminal visual messages. Some scholars argue that only cognitive advertising appeals are acceptable, as they communicate rational facts and thus pose no threat to consumer autonomy (Crisp, 1987). Advertising scholars have criticized deceptive ads (Hyman, 1990 Hyman et al., 1994), sponsor-disguised advertorials (Tansey et al., 1996), host selling (Shanahan & Hyman, 2001), puffery in ads (Preston, 1996), ads relying on non-consensual persuasion techniques (e.g., ads with subliminal appeals, psychoactive ads Crisp, 1987 Hyman & Skipper, 1993 Hyman & Tansey, 1990 Moore, 1982 Smith et al., 2013), ads targeting children and other vulnerable populations (Barrett, 2000 Hyman, 2009 Kunkel, 1987 Shanahan et al., 2003), inappropriate-themed ads (e.g., wartime ads depicting combat Tansey et al., 1992), condescending and paternalistic ads (Rothschild, 1999), and obtrusive ads (e.g., billboards) for violating consumer autonomy (Bishop, 2000 Lutz, 1995 Nebenzhal & Jaffe, 1998 Sneddon, 2001). Consider advertising as an example domain. Positive experience or happiness is a subjective feeling and is generated by supraliminal messages which has been shown in the study to rely heavily on consciousness. Such messages and their wide-spread broadcast are not ethical because of the advertiser’s inclinations to use lascivious, disparaging or satanic stimuli which can lead to fatal outcomes like alleged suicide of a 10-year old boy. As indicated in the current study, subliminal messages when used in commercials are not capable of making a significant increase in sales figures when compared to supraliminal messages. Further exploration is required to prevent subliminal abuse. However, research in the field of subliminal messages is required to inspect whether it is capable of improving mental health as indicated by few researches. Positive priming on the other hand showed weak presence in behaviour. Interpretation of the existing corpus of the literature shows that subliminal messages can create negative experience which leads to hostile behaviour like derogatory comments on an African by an American citizen when the latter was primed with negative subliminal messages. Such behaviour is elicited only in laboratory conditions with specific situational variables. This study shows that researches in subliminal messages have been set to work towards a set of pre-defined results and can only be used to generate some insignificant changes in social behaviour. The implications and findings of this research suggest that the subliminal stimuli field needs continued research and also, this chapter helps to place this subject, in a proper perspective and clarifies much of its confusion.ĭespite the growing interest among the scientific community regarding the power of subconscious, the current research did not find any evidence of its superiority over consciousness in generating positive consumer experience. We evaluate subliminal techniques and establish the existence, or nonexistence, of the subliminal priming and persuasion. Since its beginning, subliminal effects was investigated in marketing applications, of the question of effects on behavior. Studying subliminal priming represent interest among marketers, as a notoriety topic, not enough studied. This chapter, through a case study based on secondary sources, reviews how subliminal advertising influences consumer behavior. This paper aims to explore most of the definitions and concepts associated with subliminal priming and subliminal techniques in order to test and develop a theoretical approach to subliminal marketing and its effects. This is an interesting phenomenon that needs to be studied, explained, and understood in order to destroy the myth among consumers. ![]() Subliminal advertising is one of the most controversial topics in marketing for several decades and sparks interest among the general public and marketers.
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