Subliminal advertising
DESCRIPTION
The incorporation of persuasive messages in advertising which are presented at a level that is below the threshold of a viewer’s consciousness.
The incorporation of persuasive messages in advertising which are presented at a level that is below the threshold of a viewer’s consciousness.
KEY INSIGHTS
While early uses of subliminal advertising with consumer audiences considered the approach to be effective in influencing consumer behavior, subsequent research on subliminal advertising suggests a lack of robust results on which to draw any such conclusion. Nevertheless, claims of its use in advertising periodically arise resulting in public controversy over the ethical nature of its use as well as its actual effect.
While early uses of subliminal advertising with consumer audiences considered the approach to be effective in influencing consumer behavior, subsequent research on subliminal advertising suggests a lack of robust results on which to draw any such conclusion. Nevertheless, claims of its use in advertising periodically arise resulting in public controversy over the ethical nature of its use as well as its actual effect.
KEY WORDS Advertising, persuasive messages, unconscious processing
IMPLICATIONS
Marketers involved in the development of advertising campaigns should avoid practices that either use such a method or give the appearance of using such a method in order to ensure the advertising is evaluated fairly on the basis of accepted practices by individuals or organizations that represent consumer interests.
Marketers involved in the development of advertising campaigns should avoid practices that either use such a method or give the appearance of using such a method in order to ensure the advertising is evaluated fairly on the basis of accepted practices by individuals or organizations that represent consumer interests.
APPLICATION AREAS AND FURTHER READINGS
Advertising
Trappey, C. (1996). ‘A Meta-analysis of Consumer Choice and Subliminal Advertising,’ Psychology and Marketing, 13(5), 517–530.
Trappey, C. (1996). ‘A Meta-analysis of Consumer Choice and Subliminal Advertising,’ Psychology and Marketing, 13(5), 517–530.
Theus, K. T. (1994). ‘Subliminal Advertising and the Psychology of Processing Unconscious Stimuli: A Review of Research,’ Psychology and Marketing, 11(3), 271–290.
BIBLIOGRAPHY
Moore, Timothy E. (1982). ‘Subliminal Advertising: What You See Is What You Get,’ Journal of Marketing, 46(2), Spring, 38–47.
Moore, Timothy E. (1982). ‘Subliminal Advertising: What You See Is What You Get,’ Journal of Marketing, 46(2), Spring, 38–47.
substantiality see segmentation viability