Subliminal Messaging Essay Example

is widely known among the public, who not only believe that advertisers use it but also consider it effective in influencing brand choices and purchasing decisions. In response to the attention garnered by the Vicary study in 1958, Haber conducted a study in 1959 to assess public beliefs about subliminal advertising given limited factual information available. The results showed that out of 324 respondents, 41% were aware of subliminal advertising. Although half considered it unethical, 67% claimed they would still watch television programs even if they believed commercials contained subliminal messages.A survey conducted by Zanot, Pincus, and Lamp on 209 adults two decades later revealed that awareness levels of subliminal advertising had doubled compared to the Haber study. The results showed that 81% of participants were familiar with subliminal advertising and believed it to be widely used and effective in selling products. This study also found a strong correlation between education level and awareness of subliminal advertising, with higher educated individuals being more likely to be aware of it. Rogers and Smith's research in 1993 confirmed this link between higher education levels and belief in the effectiveness of subliminal advertising. Conversely, Block and Vanden Bergh's study in 1985 discovered that consumers with lower education levels and younger age groups had more favorable attitudes towards the use of subliminal techniques for self-improvement. Furthermore, three surveys conducted over the past decade in Washington, D.C., Honolulu, Hawaii, and Toledo, Ohio consistently demonstrated that a majority of American adults are aware of subliminal advertising and acknowledge its occasional use by advertisers. These surveys began by assessing respondents' knowledge about subliminal advertising before exploring their beliefs on the subject.Despite variations

in topic and limitations, all three studies produced similar results. Each survey found that a comparable number of participants were aware of subliminal advertising, believed it was used by advertisers, and thought it was effective for selling products. Rogers and Seiler (1994) conducted a survey involving individuals from advertising agencies, their clients, and media production professionals to gauge their awareness of subliminal advertising. The response rate for this survey was 36 percent, with most respondents indicating no experience or association with companies utilizing subliminal advertising. The few positive responses could be attributed to a misunderstanding of the term "subliminal advertising." Furthermore, despite public concerns about brainwashing through this method, the majority of respondents denied ever using such a strategy. Additionally, many who responded positively had actually mistaken "subliminal" for "subtle." Hidden or embedded messages in advertisements have long been mocked by the trade press within the advertising industry. A significant percentage (75 to 80 percent) of the U.S. population believes that advertising agencies intentionally employ subliminal advertising tactics.Despite research studies showing no significant effects from subliminal imagery in advertisements (Rosen and Singh, 1992), consumers still believe that subliminal advertising is effective. Approximately 50 million dollars are spent annually by consumers on subliminal self-help products (Krajick, 1990). Scholars have researched advertisements with subliminal messages and their effects, generally debunking the idea of obtaining predictable responses beneficial for marketers (Beatty and Hawkins, 1989). The advertising industry has not made any attempts to investigate whether they deliberately use subliminal messages (Kelly, 1979; Dudley, 1987). They consistently deny using subliminal embeds and use arguments such as "If subliminals worked, wouldn't there be textbooks on how to practice it?" and

"How can showing someone a penis get them to switch from Kent to Marlboro?" (Kanner, 1989). Wilson Bryan Key's writings (1972, 1976, 1980, 1989), along with his frequent public-speaking presentations may have contributed to promoting the concept and alleged use of subliminal persuasion by advertisers. Despite being discredited by scholars, the theories about whether advertisers purposely use subliminal advertising to elicit predictable consumer responses are still relevant. Existing research primarily focuses on the effectiveness of subliminal advertising if it were used rather than its deliberate use.One way to determine if advertisers intentionally use subliminal messages as a strategy is through surveys conducted among agencies and their clients. In 1984, a research study was conducted specifically for this purpose. The study surveyed 100 art directors from advertising agencies to gather information on their knowledge and involvement in embedding subliminal messages in advertising artwork for clients.

Out of the 47 usable responses, only 2 indicated any involvement. However, upon further analysis, it was found that these respondents were confused about the definition of "subliminal embeds," suggesting that none of them had actually used subliminal messages in their advertising (Haberstroh, 1984).

A separate study conducted by Vokey and Read (1985) did not find any evidence supporting the idea that subliminal messages have an impact on behavior.

Key, a prominent figure in the discussion on subliminal messaging, argues that various techniques are employed to exploit the public's fascination with sex. These techniques involve incorporating sexual imagery within advertisements through visuals and words.

Key's research includes specific examples such as sexual imagery in Playboy magazine ads and rum advertisements. He believes that including subliminal sexual imagery in a naked woman featured in a Playboy

advertisement enhances its memorability. According to Key, approximately 95% of college males remembered seeing this ad even after a month had passed.It is important to note that college students have a tendency to remember a significant number of images shown to them, even without embedded imagery. In the case of rum advertisements, Key suggests that the strong preference for a particular brand may be due to the hidden message "u buy" within an image displaying four types of rum. No subsequent researcher has been able to uncover this concealed message in the advertisement, as Key's studies revealed. According to Key, 80% of participants unconsciously perceived the backward message and developed a preference for the rum. Key disregarded any connection between this preference and factors such as labeling it as "extra special," its darker color, or its presentation in a high-status brandy-snifter and larger bottle.

In 1985, Vokey and Read conducted a study to test Key's hypothesis on sexual messages embedded in images. Participants recognized sexual content, random content, and no content at equal rates. While Key proposed that it takes at least one day to observe the subliminal effect, Vokey and Read discovered that participants who waited two days remembered less than those who responded immediately. The results of their study contradicted Key's ideas about subliminal messages.

Despite extensive research proving their ineffectiveness in behavior change, public apprehension towards subliminal messages and their potential effects remains strong.Psychologists have an important role in educating the public about subliminal messages, which are often seen as similar to superstitions. Even though people know that breaking a mirror doesn't actually bring seven years of bad luck, they still get upset if

it happens. Similarly, most individuals acknowledge that subliminal messages don't have a significant impact, but they still hold superstitious beliefs about them. The fear and suspicion arise from the idea that these messages can manipulate the brain without one's knowledge or consent, causing their thoughts and beliefs to be altered. To bridge the gap between industry knowledge and public beliefs, it is crucial to educate individuals about advertising practices and the lack of actual effects from subliminal messages (Townsend & Levy, 1990; Block & Vanden Bergh, 1985; Dixon, 1971; Greenwald et al., 1989; Haber, 1959). Numerous psychological studies have been conducted to investigate the effectiveness of subliminal messaging and perception (Key, 1972; Moore, 1982; Packard, 1957; Rogers & Seiler,...Subliminal advertising, which involves incorporating imperceptible material within printouts or audiovisual content, is a phenomenon that consumers are conscious of and believe influences their decisions. In 1993, a survey conducted by Rogers and Smith found that 61.5% of respondents believed advertisers intentionally included subliminal messages, while an astonishing 72.2% thought these ads were effective. The term "sub-threshold effects," introduced by Packard in 1957 before the term "subliminal advertising" coined by Vicary, has been associated with this practice.

Vicary himself conducted a subliminal advertising experiment during a movie screening in 1957. He flashed messages about Coca-Cola and popcorn that went unnoticed by the audience but claimed increased sales for both products due to these subliminal messages. However, he later admitted to falsifying the results of the initial study, casting doubt on his claims.

Despite being discredited by scholars who scientifically examined marketing applications, Key still maintains that hidden or embedded messages have a significant impact. While some controlled laboratory studies

have reported limited effects from exposure to subliminal stimuli, most academic researchers in this field have found no practical or predictable effect within an advertising context (Dixon, 1971) (Greenwald et al.,1989) (Moore,1982).The Vicary study conducted in 1957 lacked scientific documentation and failed to replicate its results, leading it to be largely disregarded by the scholarly community. However, despite industry criticisms, the average American has been exposed to popular articles and books that have informed them about the use and effectiveness of subliminal advertising. This increased awareness can be seen in the United States, particularly regarding subliminal messaging in advertisements for self-help audio and video materials. These materials claim various benefits such as weight loss, improved relationships, enhanced golf performance, smoking cessation, and birth control.

The initial attention on this topic came from the Vicary study conducted in 1958. In 1959, a follow-up study by Haber aimed to understand public beliefs about subliminal advertising despite limited factual information available. Out of 324 respondents surveyed, it was discovered that 41 percent were aware of subliminal advertising and half considered it unethical. Interestingly though, even if a television program contained subliminal messages, 67 percent stated they would still watch it.

A survey conducted by Zanot, Pincus, and Lamp in 1983 reported higher levels of awareness compared to the Haber study. Among a sample size of 209 adults surveyed in this study, it was found that 81 percent were familiar with subliminal advertising and perceived it as prevalent and effective in promoting products.The study also revealed that educational attainment had the strongest correlation with awareness; individuals with higher levels of education were more likely to be knowledgeable about subliminal advertising. According

to Rogers and Smith's (1993) research, individuals with higher education levels are more likely to believe in the effectiveness of subliminal advertising. In contrast, Block and Vanden Bergh's study in 1985 found that younger and less educated consumers have a more favorable view of using subliminal techniques for self-improvement. Surveys conducted in Washington, D.C., Honolulu, Hawaii, and Toledo, Ohio over the past decade consistently show that most American adults are aware of subliminal advertising and perceive advertisers to use such tactics for product sales. These surveys first assess respondents' familiarity with subliminal advertising before measuring beliefs rather than just knowledge. Despite differences in focus areas and limitations across the studies, they all yield similar results. In a survey by Rogers and Seiler (1994), professionals in the advertising industry were asked if they had used or been involved with subliminal advertising. The majority denied ever using this strategy, indicating a negative response. However, some individuals misunderstood "subliminal advertising" as meaning "subtle" instead.The trade press in the advertising industry consistently mocks the concept of using hidden messages in ads. However, a notable percentage of the U.S. population believes that advertising agencies intentionally employ subliminal advertising and consider it effective, despite research studies showing no significant effects from using subliminal imagery in ads (Rosen and Singh, 1992). This belief is evident through consumers' annual expenditure of around 50 million dollars on subliminal self-help products (Krajick, 1990). Scholars have also examined advertisements with subliminal messages and their impact (Beatty and Hawkins, 1989), questioning whether marketers can elicit predictable responses through such messages. The advertising industry has consistently denied utilizing subliminal embeds by offering logical arguments like the absence of

textbooks on the practice and how displaying certain images can influence brand switching. Despite scholars discrediting Wilson Bryan Key's theories, his writings and public-speaking engagements may have popularized the concept of subliminal persuasion by advertisers. Consequently, consumers still find his writings appealing, which raises ongoing questions about whether advertisers deliberately use subliminal advertising to elicit predictable responses.Kelly stresses the need to address this issue as current research mainly focuses on potential effectiveness rather than intentional usage. In a study conducted by Haberstroh in 1984, surveys were used to determine deliberate use of subliminal embeds as an advertising strategy. The study involved questioning art directors from 100 advertising agencies about their involvement in embedding or supervising subliminal messages in advertising artwork. Out of the 47 usable responses, only 2 admitted to any involvement. However, it was found that respondents were confused about the definition of "subliminal embeds," and none of them had actually used subliminal messages. A separate study conducted by Vokey and Read in 1985 did not find any evidence supporting the claim that subliminal messages influence behavior. On the other hand, Key strongly supports the existence and effectiveness of subliminal messaging, citing examples such as Playboy ads and rum pictorial ads which utilize sexual imagery to exploit public fascination with sex.According to Key, the addition of subliminal sexual images significantly boosts memorability. He provides an example in which nearly all male college students (around 95%) remembered seeing a Playboy advertisement with a nude woman even after a month had passed. While it is possible that these students would have recalled the ad equally well even without hidden imagery, extensive evidence supports their ability to

effortlessly recognize about 95% of various image sets shown to them.

Key asserts that the presence of the phrase "u buy" in a pictorial ad showcasing four types of rum is responsible for generating a strong preference for a specific brand. No other researcher has identified this message within the advertisement. Key claims that 80% of his study participants unconsciously detected the reverse message, leading them to prefer the rum containing it. He disregards any correlation between preference and factors such as labeling, color, bottle size, or brandy-snifter presentation.In 1985, Vokey and Read conducted a study to test Key's hypothesis on sexual messages in images. The participants were able to identify sexual imagery, random imagery, and no imagery at equal rates. Key suggests that subliminal material takes approximately a day to have an impact; however, Vokey and Read waited two days and discovered that participants who waited longer remembered less compared to those who responded immediately. Each finding from their study contradicted Key's beliefs about subliminal messages.

Despite extensive research proving the ineffectiveness of subliminal messages in altering behavior and their lack of utilization, it remains challenging to accept the strong belief of the public in their influence. Concerns and fears persist regarding the potential effects of these messages even though extensive research has been conducted. It is crucial for psychologists to educate the public about these messages.

The concept of subliminal messages can be likened to superstitions; just like how breaking a mirror is believed to bring bad luck (despite being only a superstition), most people feel upset if they do break one. Similarly, although most individuals understand that subliminal messages have minimal impact, they still hold

superstitious beliefs about them. The fear and paranoia surrounding the idea that these messages can influence the brain are deeply ingrained. Nobody appreciates the notion that their thoughts and beliefs can be altered without their knowledge or consent.The text highlights the importance of educating people about advertising practices and debunking the limited effect of subliminal messages in order to bridge the gap between industry knowledge and public perceptions. Numerous studies have emphasized the significance of how the public perceives subliminal advertising. Despite this research, fear and concern surrounding subliminal messages persist among individuals. It is crucial for psychologists to educate the public about subliminal messages, as they can be compared to superstitions. Just as breaking a mirror is believed to bring bad luck (despite being only a superstition), most people still hold superstitious beliefs about subliminal messages even though they understand their minimal impact. The text acknowledges that the fear and paranoia surrounding subliminal message influence on the brain are profound, as nobody likes the idea that their thoughts and beliefs can be altered without their knowledge or consent. Educating individuals on advertising practices and demonstrating the lack of impact from subliminal messages could help bridge the gap between industry knowledge and public beliefs, which has been supported by various studies on public perceptions of subliminal advertising.Studies have been conducted on various aspects of subliminal advertising, such as partner selection based on costume and physical attractiveness, selling subliminal messages to consumers, controversy surrounding subliminal advertising, unconscious processing of masked words, public attitudes towards subliminal advertising, media manipulation, subconscious persuasion. National surveys have also been conducted to examine the use of subliminal advertising in the industry

and analyze cognitive processing of subliminal stimuli (Zanot et al., 1983; Vokey & Read, 2014; Caswell, 2019; Rogers & Smith, 1993).

Subliminal advertising involves discreetly embedding material in print, audio or video messages that goes unnoticed by conscious perception. There is an ongoing controversy surrounding its effectiveness. According to a survey conducted by Rogers and Smith (1993), most respondents believed that advertisers intentionally incorporated subliminal messages and agreed that these advertisements were effective in influencing consumer behavior. Consumers are aware of subliminal advertising and believe it successfully influences their decisions.

The concept of "sub-threshold effects" introduced by Packard in 1957 preceded the idea of "subliminal advertising" brought forward by Vicary. In 1957,Vicary used hidden messages like "drink Coca-Cola" and "eat popcorn" on a movie screen which viewers couldn't consciously perceive. Initially,his research showed increased sales for Coca-Cola and popcorn due to these subliminal messages.Although Vicary initially confessed to fabricating the findings, Key later claimed that hidden messages have a wide-reaching influence. However, scholars discredited his theories through scientific examination of marketing applications. While some scholarly studies have reported limited effects of exposure to subliminal stimuli in controlled lab settings, most advertising researchers find no practical or predictable impact. As a result, the credibility of the 1957 Vicary study has been significantly undermined.