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Subliminal Advertising & its Application

This study investigated the concept of subliminal advertising and its application. Subliminal is an adjective applied to the process of stimulation below the threshold, or limen, of conscious perception (Kaplan and Sadock, 1987). The concepts of subliminal perception and subliminal suggestion are highly controversial within the field of psychology (Bliss, 1983; Dixon, 1971). The concepts are even more controversial when they are linked with the marketing process (Goodkin and Phillips, 1981; Hawkins, 1970). The advertising community, while recognizing the existence of the concepts of subliminal perception and subliminal suggestion, denies outright that such a thing as subliminal advertising not only is not practiced, but does "not exist" (Ogilvy, 1985, p. 209). By contrast, Wilson Key (1989), since his days as a professor at the University of Western Ontario is able to find examples of salacious subliminal advertising as easily as the late Senator Joe McCarthy was able to spot communists in the American establishment in the 1950s.

Statement of the Problem Proponents of the contention that subliminal advertising both exists and is practiced contend that subliminally presented messages can alter attitudes and drives, and cause recipients to behave in a way in which they otherwise would not (Key, 1974). Such manipulated behavior might range from voting for a specific candidate to purchasing a particular product. Some people are little perturbed about subliminal advertising, even should it exist and should it be practiced (Key, 1989). These individuals are convinced that they are little influenced by advertising, and that subliminal communication has no effect at all on their abilities to make free choices. Other people, however, think that subliminal message presentation may be effective in altering attitudes and drives, and these people oppose the practice of the concept. These people are fearful of mass brainwashing ...

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Subliminal Advertising & its Application. (1969, December 31). In LotsofEssays.com. Retrieved 09:12, March 29, 2024, from https://www.lotsofessays.com/viewpaper/1691376.html