Subliminal Advertising & its Application
This is an excerpt from the paper...
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 ad
. . .
rence provides a capacity to (1) reproduce the past, and (2) develop an understanding of the distortion.
The psychoanalytic approach assumes that problems experienced by an individual have sources in the past of the individual. An emphasis on the unconscious is essential, if transference from the past is to occur. Psychoanalytic theory holds that one's mental activity, whereby memories and thoughts are transduced from inner drives to logical and rational structures, functions both at the conscious and the unconscious level (Cooklin, 1979). Transference from the past is necessary to relate conscious and unconscious thinking.
Cognitive theory, in contrast to psychoanalytic theory, incorporates some aspects of behavioral theory and the systems approach to the theory (Ivey and Simek Downing, 1985). An assumption central to cognitive therapy theory is that an individual's emotional and behavioral responses to events in one's life are greatly influenced by one's own interpretations and evaluations of those events (Epstein, 1982). Thus, cognitive theory is concerned with an individual's (1) interpretation of an event, and (2) her or his basic beliefs used in evaluating the event, "regardless of perceptual accuracy" (Epstein, 1986, p
. . .
Some common words found in the essay are:
Lastly AE, Experimentalism Pragmatism, Stanton Buskirk, Advertising Subliminal, Kaplan Sadock, Leibniz Dixon, Learning Styles, Presentation Findings, Epstein Harrison, Ivey Simek Downing, subliminal advertising, concept subliminal, concept subliminal advertising, subliminal perception, subliminal suggestion, o'neill 1981, learning style, skinner 1953, perception subliminal, basic beliefs, psychoanalytic theory, mode implies individual, subliminal perception subliminal, learning mode implies, perception subliminal suggestion,
Approximate Word count = 4942
Approximate Pages = 20 (250 words per page)
More Essays on Subliminal Advertising & its Application
|
Customer Service
to Over
32,000 Professionally Written Papers!!!
