Subliminal Advertising
INTRODUCTION
This research reviews the e
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This research reviews the effectiveness of subliminal advertising, as such advertising would be used in magazines. Subliminal is an adjective applied to the process of stimula tion below the threshold, or limen, of conscious perception (Kaplan, & Sadock, 1987). Proponents of subliminal advertising contend that sub liminally presented messages can alter attitudes and drives, and cause recipients to behave in a way in which they other wise would not (Key, 1974). Such behavior might range from voting for a specific candidate to purchasing a particular product.Other people who think that subliminal message presenta tion may be effective in altering attitudes and drives oppose the practice. These people are fearful of mass brainwashing by commercial or political interests (Kotter, & Armstrong, 1989). The great majority of empirical research in subliminal advertising has concluded either that (1) it has not been pos sible to learn enough about the effects of subliminal message presentation to make a reliable assessment of its effective ness, or (2) the practice is not effective in altering atti tudes and drives (Beatty, & Hawkins, 1989). Nevetheless, the concept and the purported effectiveness of subliminal 1 2advertising continue to receive wide support among both theor ists and the general public (Kilbourne, Painton, & Ridley, 1985). This research reviews both the concept of subliminal advertising, and research findings related to its ef
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si tive or negative. Thus, depending upon the situation and upon the desired behavior, an appropriate stimulus might be either the introduction of a factor into an organism's environment a positive reinforcement, or the withdrawal of a factor from an organism's environment a negative reinforcement (Skinner, 1953). Skinner (1953) also theorized that the tools of posi tive and negative reinforcement satiation and deprivation may increase the strength of many types of behaviors simultaneously. It is, thus, essential to carefully examine (1) desired out comes, and (2) relationships between stimuli and behaviors, before (3) adopting a behavior modification strategy. Behavior modification, importantly, is controlled by both social and non social conditions. Advertising, subliminal or any other type, is a facet of the broader process of communication. Both psychoanalytic and cognitive approaches are useful in the establishment of 6communication (Blackburn, Bishop, Glen, Whalley, & Christie, 1981). Psychoanalysis involves the separation of the psyche into its constituent elements. Psychoanalytic therapy investi gates mental processes by means of free association, dream interpretation, and interpretation of resistance
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Some common words found in the essay are:
Standton Buskirk, Kaplan Sadock, Epstein Harrison, Harris Feinberg, Ivey Simek Downing, SUMMARY CONCLUSION, Painton Ridley, Shaw Emery, ADVERTISING Subliminal, Whalley Christie, subliminal advertising, skinner 1953, epstein 1986, kaplan sadock 1987, effectiveness subliminal, kaplan sadock, cognitive therapy, sadock 1987, basic beliefs, conditioned response, attitudes drives, effectiveness subliminal advertising, epstein 1986 68, painton ridley 1985, kilbourne painton ridley,
Approximate Word count = 2681
Approximate Pages = 11 (250 words per page)
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