Distinctly un-American: subliminal advertising and the Cold War

Abstract

Purpose – This paper aims to describe the relationship between subliminal advertising and the Cold War to have a better understanding of the cultural dynamics of postwar America. Design/methodology/approach – This paper is a review of primary and secondary materials from the period 1957-1958, primarily popular and trade periodicals that capture the events as they took place. Findings – Subliminal advertising both reflected and shaped fears grounded in the Cold War cultural climate, and reveal other key insights related to the postwar psyche. Research limitations/implications – Political ideology is readily apparent within consumer culture, a prime example of the insights to be gained by viewing American culture through an interdisciplinary lens. Practical implications – Advertisers can effectively tap into consumers’ deeply seated emotions, but should tread carefully lest they be accused of “mind control”. Social implications – Subliminal advertising represented a seminal moment in postwar American history by exposing the hyper-paranoia of the times. Originality/value – A blow-by-blow account of the subliminal advertising craze and its relationship to the Cold War represents a deep dive into one of the more fascinating sites of mid-century America.