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Mark D 15 00128 PDF
Mark D 15 00128 PDF
MARK-D-15-00128
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The topic subliminal advertising has had long controversy ever since 1958 when
James vicary published a study based on the effects in add "Drink Coke, Eat Pop
Corn", wherein he had found increase in sales after movie at refreshment Box
(Russel, Rowe and Smouse, 1991). Subliminal basically means below threshold and
subliminal advertisements are directed at subconscious level where a consumer is not
able to evaluate consciously what is happening to him or her but its impact is seen
through indirect way as to examine what is impact on feelings, how cognitive aspect of
a consumer is affected, whether consumers of such ads are able to evaluate such type
of ads, how much thrilled and involved they feel towards characters depicted in
subliminal ads and many other aspects as well. This is a review paper which focuses
on review of literature related to subliminal ads that includes history of subliminal ads,
review of related literature, celebrity endorsement, cognition, affection and irrational
behaviour. This is all theoretical work where objective has been to highlight how
subliminal technique came into existence, what are various ways of using subliminal
techniques and how these ads effect the affective and cognitive states of a consumer.
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Powered by Editorial Manager and ProduXion Manager from Aries Systems Corporation
*RESEARCH SCHOLAR
SCHOOL OF BUSINESS STUDIES
DEPARTMENT OF MANAGEMENT
CENTRAL UNIVERSITY OF KASHMIR
SONWAR SRINAGAR-190004
Email: shakeel.sofi@ymail.com
Mobile: +919018504197
**ASSOCIATE PROFESSOR
SCHOOL OF BUSINESS STUDIES
DEPARTMENT OF MANAGEMENT
CENTRAL UNIVERSITY OF KASHMIR
SONWAR SRINAGAR-190004
Email: n_nika2004@yahoo.co.in
Mobile:+9196321750
ABSTRACT:
The topic subliminal advertising has had long controversy ever since
1958 when James vicary published a study based on the effects in add
Drink Coke, Eat Pop Corn, wherein he had found increase in sales
after movie at refreshment Box (Russel, Rowe and Smouse, 1991).
Subliminal
basically
means
below
threshold
and
subliminal
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[1].
[2]
on
projects
associated
with
MR
and
advertising.
The
categories
of
products[4].
Experts
from
Marketing
They
employed
conducted. Group
amounts of sweat on the skin, tiny changes in the heart and pulse
rates, and minute muscular contractions that divulged the subjects
unconscious emotional states. In some supermarkets, sophisticated
hidden cameras were used to monitor the eye movements of
shoppers. The dilation of the shoppers pupils revealed how
interested they were in each of the products. The number of times
they blinked per minute revealed their degree of tension. Many of
the shoppers were found to be in mild hypnotic trance. [5]
Valance Packard, one of the famous Motivational Research Analyst,
through his book Hidden Persuaders, revealed that most of these
techniques were being used by all persuaders including advertising
agencies, shoppers, politicians etc. Though this book of Valance is
simple to understand but it contains highly important material for
an individual interested in knowing the truth of subliminal
advertising and this could have been the reason that it had quickly
gained the number one spot on the list best books sold and this
book proved to be highly precious for scholars involved in depth
probing as it contains scientific literature on the subject. During the
same time when this book got published one more famous expert in
the field of motivational research known by the James Vicary
headed a press conference in New York City, where he announced
serious facts about the experiment that he had conducted in theatre
[6].
He
Projection
Corporation
to
others
including
reversing
its
decision
about
subliminal
manipulation.
Different media organizations like TV and Radio stations all over the
World did give assurance to their respondents that they wont be
using any such technique of subliminal persuasion in future. A
number of bills at national and international level were introduced
so as to declare this technique of persuasion as illegal. But the
results were contradicting all the time as not a single bill was not
given easy passage.
In 1957, the supreme body of communications know as The
Federal Communications Commission announced that no media,
be it Radio or TV, was using subliminal techniques, so there was
nothing to worry about and hence no reason to ban such ads. But
contrary
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to
this,
advertisers
started
giving
more
time
and
Dichter,
the
self-proclaimed
"father
of
motivational
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OBJECTIVES:
This paper wholly focuses on review of literature in the area of
consumer behaviour and components of consumer behaviour. This
paper focuses on how subliminal technique evolved and it
highlights how an external stimulus like Subliminal ads can effect
consumer behaviour whether positively or with no effect at all. Since
there are number of factors that influence consumer decision
making and determine consumer behaviour but this review paper
focuses only on some of the components of consumer with greater
importance on external stimuli and responses generated by
consumer after being exposed to subliminal ads. In this short
study, the main objective has been to highlight various issues
related to subliminal ads and how this external stimuli effects
component of a consumer like how such ads have been able to
effect cognition and affection of an individual. Several studies
conducted in this field have highlighted how external stimuli can
lead to irrational behaviour with difference in cognition and
affection and this factor has been given due importance in this
review paper. Advertising agencies use different techniques to
persuade consumers like use of celebrities, use of half sexual
actions in ads and metaphor as well which also has been discussed
in this paper. Some of the core objectives of this paper are enlisted
below:
being
important
components
of
consumer
decision
making.
4. To discusses how subliminal ads can lead to irrational
behaviour with difference in cognition and affection.
5. To briefly discuss how celebrities can be effective in determining
consumer behaviour.
[10].
[11].
The whole
cultural
change,
suicidal
acts
and
drug
use[12].
not
change
behaviours
attitude,
behaviour,
motivation,
or
complex
[13].
[14].
[15].
[16].
In
case
subliminal
messages
through
advertising
had
no
revealed
findings
[17].
suggesting
that
visual
subliminal
[19].
[20].
2.3 Celebrities
Nowadays celebrities are used in advertising everywhere. Bret lie,
Akshay Kumar, Amitab Bachan, Sachin Tendulkar, Michael Jordan,
Gillette, Michael Jordan for Nike, Pepsi by Britney Spears etc. These
celebrities have the role of promoters, who induce consumers to
purchase products, services and ideas without their evaluation
rather buying is mostly based on the fact that the celebrity has
used and recommended it (Kambitsis et al., 2002) [21]. The impact of
endorsement and no endorsement is shown by the fact that
celebrity endorsers are able to generate more positive responses
towards the product, messages and advertisements itself and such
actions of endorsement result in higher purchase intentions than
a non-celebrity endorser. The celebrity endorsement can be
favourable and unfavourable and can have positive image or
negative image as well. One example of successful campaign that
w a s h i g h l y e f f e c t i v e was the campaign with Jamie Oliver as
an endorser for the grocery distribution group J. Sainsbury. The
successful format of The naked chef TV- show provided the
perfect platform on which to model advertisement scenarios within
a context relevant for Sainsburys desire (Byrne, 2003)
ot h er
h an d,
[22].
On the
that
this
agencies
celebrity endorsement
According
to
Pringle
endorse
their
products
through
[25].
(2004),
Celebrity
endorsement
helps
revealed
that
endorsements
help
make
advertising
Furthermore
as
per
decreasing
returns
with
usage
of
celebrities
in
advertisements and this may be because of the costs that they incur
to engage celebrity for advertising. Also some endorsers endorse
several brands and for personal benefits they at times switch and
endorse competing brands and this does create negative image and
downbeat impact on sale of the product. But overall figures have
shown a favourable relationship between celebrity endorsement
and anticipated results, which is encouraging for the marketers as
it enhances the scope of celebrity endorsement in Advertising
Industry. In a study based on large number of samples, it was
reported
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by
the
researcher
that
this
technique
persuades
[28].
[29].
purchase
clothing,
womens
sportswear,
and
womens
46 %
were
made
on
an
unplanned
basis
throughout
[31].
dimensions
irrational
buying.
An
irresistible
CONCLUSION
After reviewing the studies conducted in the field of consumer
behavior, external stimuli, components of consumer behavior like
cognition, affection and irrational behavior, it can be concluded that
consumers after being exposed to external stimuli report different
behavior
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with
some
showing
positive
impact
on
behavioral
measure
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Suggestions
After review of the literature in the field of subliminal advertising
and external stimuli, some grave issues related to consumer
behaviour and irrational buying that seducers have been trying to
induce in consumers have left serious ramifications on different
stake holders. Everyone needs take cognizance so as to safe guard
themselves and others from this dreadful weapon of subliminal
advertising. Some of the recommendations that were felt imperative
have been highlighted below:
1.
2.
3.
with
conscience,
honesty
and
responsibility
in
6.
7.
8.
9.
10. The use of internet should be limited as well and it again needs
vigilance of parents and other elder family members at home. This
is because internet over the years has brought unrecognized
changes in the behaviour of youth.
11.
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REFRENCES
1. Erin J. Strahan , et al(2002). Subliminal priming and persuasion:
Striking
Psychology.
2. Charles , et al (2013). How to Make Money from Subliminal
Advertising and
Communication.
3. Valance Pakard (2007). The hidden persuaders: Ig Publishing.
4. Dylan Love (2011). The Shocking Drink And Incredible History Of
COKE Subliminal Advertising.
5. Subliminal Advertising and its impact.http://markettorrent.com/
community/viewtopic.php?t=5247.
6. Terence
Aspects
Shimp(2010).
Advertising
of
Marketing
Integrated
Promotion
and
Other
Communications.
South
of Subliminal Advertising.
10. Packard,(1957) : The hidden persuaders: Ig Publishing.
11. Russel, et al.(1991). Subliminal Self-Help Tapes and Academic
Achievement-An
Evaluation:
Journal
of
counseling
and
Development.
12. Kayoko Takahashi,( 2007). The Effect of Subliminal Messages and
inuence of ad-evoked
Messages to
Consumers?":Journal of Advertising.
21. Kambitsis et al., (2002), Sports Advertising in Print Media: The
case of 2000 Olympic Games, Corporate Communications: An
International Journal.
in
Advertising,:
Journal
of
Product
&
Brand
Management.
25. Till and Busler,( 1998).