message requires, first, expert preparation and crafting, and, second, minimal exposure. The former can be achieved in almost any medium. The latter, however, is a far more diffi cult task in some media than in others. In the electronic media, as an example, control of the exposure time can be pre cise. In print media, however, the task is far more difficult. Assumptions are made that individuals view a print advertise ment for very short periods of time approximately 10 seconds (Gable, Wilkens, Harris, & Feinberg, 1987). In practice, how ever, such control cannot be attained.
The 1970 Hawkins study, which continues to be cited as evidence of the effectiveness of subliminal advertising, based its hypothesis on drive theory, and behavioral response theory. 3Cuperfain, & Clarke (1985) included incremental effects theory in the theoretical underpinning for subliminal advertising, and Saegert (1987) proposed sexual arousal theory as an alternative theoretical basis for understanding how subliminal advertising works.
Drive theory is directly related to the process of learn ing (Maslow, 1966). By learning is meant the process by which an individual is able to change his or her behavior in some constructive manner (Skinner, 1953). Three basic theories of learning are (1) trial and error, (2) conditioned response, and (3) insight (Standton, & Buskirk, 1979).
With the trial and error approach, the individual learns by attempting different solutions to a problem until he or she discovers which one of the alternatives work best (Skinner, 1953). The role of the teacher in this approach is to give the person some direction by leading him or her toward certain techniques which may assist in problem solution. Through this type of learning process, individuals must learn to employ the trial and error approach in on the job situations.
The theory underlyi...