Advertising is a crafty business. Subliminal perception is a method used to produce changes in a person's behavior through the sensory stimuli that are present just below the threshold of conscious perception. In other words, you may be influenced by certain things and have no idea you are being influenced. Some researchers say the behavioral changes do not last long while others disagree. Subliminal is defined as "linen of consciousness" and describes the threshold between consciousness and unconsciousness. The term itself is more than 200 years old. According to www.scienceray.com/biology/human-biology/subliminal..., beginning with the invention of the tachistoscope by James Vicary in the 1950's, the term was used to develop a method that continues to be used today in some types of advertising.
Vicary's experiment included using the tachistoscope to flash the words, "Eat Popcorn, Drink Coke" for 1/3000th of a second, every five seconds during a movie. Popcorn sales increased 58 percent while drink sales increased 18 percent. The studies were publicized and many still believe it to be true. Scientists continue today to seek ways to prove the theory that might work to influence people subconsciously. A rash of marketing techniques followed the early experiments. In the 1980's, rock bands were accused of hiding satanist messages in the lyrics, that when played backwards, influenced the listener and promoted satanism.
The Disney corporation was also accused of embedding sexual messages in their books, advertisements and movies, but these claims were never proven. Other findings indicate a person will see or hear only what they expect to see or hear in patterns of visual or sound recordings. Ohio State University Professors, Dr. Anthony Greenwald and Gary Kidd, recently proved that people are not able to remember what they hear (audible subliminal perception) as well as what they see (visual subliminal perception). "This means there is no memory without attention,'' Dr. Greenwald said. ''It's consistent with the impossibility of learning a foreign language while sleeping if it is being played on a tape recorder.''
This is contrary to the opinions of Wilson Bryan Key, a journalism professor in Canada, who made popular the idea that subliminal sexual images used in advertising would cause the consumer's desire for the product to increase. His three books, "Subliminal Seduction,'' ''Media Sexploitation" and ''The Clamplate Orgy,'' supports his theories. He supports the idea that impact visual imagery, such as quick flash and masking can impact the consumer. Some experts believe that subliminal perception triggers the unconscious to take action when it is connected to goals or desires. Those who are primed with names or colors over and over tend to want that product. A particular brand of rum might be preferred if the back flashes were of an exotic, romantic island. An example of audible subliminal perception is the perception that customers are relaxed and want to shop longer if slow-paced, relaxing music is played throughout a mall or grocery store. Serious public concerns have been raised in the past 20 years that subconscious or subliminal perception used in the entertainment and advertising fields may have gone too far.
The Federal Communications Commission (FCC) has banned some subliminal messages on airways that were believed to be derogatory or detrimental and could influence human behavior. Race cars are painted to appear with messages. This form of subliminal advertising promotes products that can be comprehended on a subconscious level. The colors are usually associated with the product logo, such as green with the brand Sprite. Advertisers will embed those same colors in other ads to cause consumers to think of the product. The military and politicians have also been accused of using subliminal perception. For instance, former President George Bush was accused of subliminal suggestions in some campaign speeches, infomercials and advertisements. Despite what many believe, that subliminal persuasion is against the law, it isn't.
However, it is a stimulus that can border the unethical. Charles F. Adams, speaking for the American Association of Advertising Agencies said he believes consumers do not need to be persuaded by subliminal persuasion in today's marketing. ''We are convinced that there is no subliminal advertising in America today. Advertising people learned long ago that the best way to say a thing is to say it - up front, on top and aboveboard, where it belongs.''
Self proclaimed scholars will never get it right. The reader as well as the writer understands that branding, political and call to action motivation combined with the laws that govern behavioral economics show us that marketers will do anything for an edge; including manipulate the emotions and neurological framework of the population in order to sell more 'stuff'.
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James Scott is the CEO of Princeton Corporate Solutions, a corporate globalization and political strategies firm, PCS offers a unique blend of think tank, corporate and governmental communication strategies to expedite the facilitation of long lasting relationship building in these necessary sectors. http://princetoncorporatesolutions.com
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