Abstract
Subliminal messages appear in movies, commercials, music videos, and even cartoons. These are hidden signals inserted into advertising messages sent to a target audience to influence their subconscious behaviour. Such advertising is often considered unethical and, in certain types of advertising, even forbidden by law. Most research to date indicates that people do, in some way, perceive subliminal stimuli that can have an impact on their behaviour. Subliminal messages are viral and are used to manipulate consumers. However, most human psyche researchers are still inclined to think people cannot be persuaded on an unconscious level to behave in a way they would not consciously act. How crucial the influence of subliminal messages is for behaviour has not yet been sufficiently explored. The main goal of this paper is to determine whether people are aware of the existence of subliminal messages in the media and media manipulations and do they find them ethical. An online survey was conducted to assess the respondents' awareness, attitudes, and beliefs regarding subliminal advertising. The results show that the understanding of subliminal perception related to instinct and emotion is evident. The contributions will help both; marketing managers when deciding should they use subliminal messages in their advertising and consumers when deciding if they want to purchase a specific product.
Highlights
Nowadays, screens have become time thieves (Towers, Duxbury, Higgins & Thomas, 2006)
Consumer awareness of subliminal advertising and the degree to which they believe that subliminal messages in media are used to influence people's attitudes, and behaviour are studied
The survey found that 81.4% of the sample had heard of subliminal advertising
Summary
Screens have become time thieves (Towers, Duxbury, Higgins & Thomas, 2006). Subliminal messages began to appear on film as well. Popcorn sales in that cinema increased by 58%, and Coca Cola sales increased by 18% compared to the previous six weeks. People are surrounded by different media types, so is the greater spectrum of subliminal messages and their influences on the human subconscious. Subliminal messages can be hidden in relatively simple verbal or musical illusions. They imprint desires in individuals subconscious to influence their decisions and instil specific mental patterns. This paper attempts to answer several questions; whether idividuals perceive subliminal messages, their attitudes towards them and to what extent they influence their beliefs and behaviour
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
