Subliminal Messages

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Term Paper Title	Subliminal Messages
# of Words	2099
# of Pages (250 words per page double spaced)	8.4

Subliminal Messages

Subliminal Messages in Advertising: The Case For
and Against Lisa Caswell Syracuse University
Running Head: Subliminal Messages Subliminal
messaging and subliminal perception are
controversial topics in the field of psychology.
Many studies have been conducted to determine if
subliminal messaging does in fact work. Many
people think that subliminal messages in the field of
advertising are much more successful than
subliminal messages for self-improvement, such as
tapes sold to help the consumer lose weight, gain
intelligence, or do something else to improve
themselves simply by listening to a tape. Subliminal
advertising can be defined as "embedding material
in print, audio, or video messages so faintly that
they are not consciously perceived." Rogers and
Smith (1993) surveyed 400 households. When
asked if they believed advertisers deliberately
included subliminal messages, 61.5% responded
'yes'. A 72.2% 'yes' answer was obtained when
asked if subliminal advertisements were effective.
Based on these results, it can be concluded that
consumers are aware of subliminal advertising, and
believe it is effectively used by advertisers to
influence their decisions. The term "sub-threshold
effects," first popularized by Packard in 1957,
preceded the popular notion of "subliminal
advertising," whose originator is James Vicary.
Subliminal advertising first came to the public's
attention in 1957 when Jim Vicary conducted a
subliminal advertising strategy of interspersing
"drink Coca-Cola" and "eat popcorn" messages
on a movie screen so quickly that they could not
be seen consciously by the audience. His research
initially reported increases in the sales of both
Coca-Cola and popcorn as a result of the
subliminal messages. Later, however, when he
was challenged and could not replicate or even
produce the results, Vicary admitted that the
results of the initial study had been fabricated
(Weir, 1984). Key (1989) has more recently
claimed that hidden or embedded messages are
widespread and effective. Key's theories have
been widely discredited by scholars who have
examined marketing applications scientifically
(Moore, 1982). Although a few scholarly studies
have reported certain limited effects of exposure
to subliminal stimuli in laboratory settings
(Greenwald, Klinger, and Liu, 1989), most
academic researchers on the subject have
reported findings which indicate no practical or
predictable effect in an advertising setting (Dixon,
1971). The 1957 Vic...

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