Behavior Change Objectives of Subliminal Tapes

Probably the use of subliminal perception and subliminal suggestion best known to the general public is in connection with the subliminal tapes, which are touted to change behaviors of all typesstop smoking, lose weight, control anger, and so forth. These tapes are widely criticized by the psychology community, because they are often poorly prepared, and are marketed without any, or very little, prior research (Moore, 1991). Moore (1991), an associate professor of psychology at York University, Toronto, added that it is not always clear under analysis that the tapes include any message other than those perceptible to the conscious mind. Greenwald (1991), in experimental analysis of subliminal tapes marketed to the general public, found no evidence that use of the tapes produced the promised effects. Nevertheless, American consumers spent $50 million on such tapes in 1990.

Used more scientifically, however, some practitioners have claimed impressive results for subliminal tapes. Dr. Hal Becker developed and used subliminal tapes in a weight loss program in New Orleans, which, over a period of several years, achieved and sustained weight loss for hu

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such a technique even exists. Conversely, however, all advertisers are familiar with the use of subliminal techniques in psychological experimentation, and most advertising agencies possess both the knowledge and the equipment required to use subliminal techniques (Key, 1981). Alcohol Advertising Key (1976, 1980, 1989) claims to have found subliminal death mask portrayals in alcohol advertisements. In a 1972 Beefeater gin advertisement, the figure portrayal is a Beefeater guard standing "at ease . . . firmly grasping his ornamental phallic lance" (Key, 1976, p. 157). Subliminally, however, Key (1976, p. 158) detected " . . . a death mask . . . under a shroud formed by . . . white wrapping paper." Key (1976, p. 158) claims that death symbols " . . . have been discovered in the advertising of most major alcoholic beverage brands sold in North America." In an advertisement for Johnny Walker Scotch whiskey, Key (1976) claimed that an advertising technique which used a part of the word "bonded" with ice cubes, was done intentionally to leave the "ded" segment of the word. "Ded," to Key (1976) means "dead," and is another death symbol. Key (1980, p. 31) also claimed that, on the ice cubes in Johnny Walker advertisements are "scr
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