Subliminal Advertising

Overview

In recent years, the mass media have given widespread attention to claims that U. S. citizens are often compelled to buy consumer items because of subliminal advertising. For this discussion, you will find examples of subliminal advertising and evaluate the existence and effectiveness of such advertising.

Beginning with a book by Brian Wilson Key in 1973 entitled Subliminal Deception, the common themes of the argument that subliminal advertising exists and is effective have been systematized by many authors. The claim is that subliminal embeds are placed into ads where the embeds are representations of stimuli whose character is related to sexuality, aggression, or death. The argument continues that such ads are particularly effective because the Freudian superego (conscience) of normal people prevents them from being consciously aware of the embeds. It is said that for this reason such ads can bypass a person’s rational and conscious evaluation, and compel people to buy products based on the arousal of powerful, primitive urges of sex and/or aggression .

For this discussion, collect the best three examples of advertising that seem to contain embedded material of the type described above, i.e., deliberately embedded images or symbols of male or female sexual organs, or skulls for death imagery.

Directions

Task 1

On a separate Word document, cut and paste the three examples you find. Remember that you are trying to find sexual imagery that will not be seen consciously by most viewers, not just sexually provocative ads.

With each image that you submit, add the following information:

1. What in the picture represents subliminal embeds?

2. What is the subtext, the implied message that the advertiser intended?

3. Explain how you believe the advertiser thought this subliminal embed would sell more of a product or commodity.

Task 2

On the same Word document, after the task above and write a short essay of 750-1000 words that contains:

1. A statement about whether you believe subliminal advertising exists and impacts consumers, that is, the mind of the viewer must repress material consciously and yet be strongly influenced to buy a product. Is this possible?

2. In answering, use at least four scholarly journal articles or book chapters, and cite these sources carefully. Consult the APA document in the resources section of this course. Develop a scholarly position of your own by citing the relevant evidence and arguments both pro and con.

Below appear some references you may wish to consult. Both pro and con articles are listed so that you can begin to decide what your own informed opinion is regarding the existence and effectiveness of subliminal advertising.

Sources:

Adams, V. (1958, January 14). Subliminal ads shown in capital. New York Times, p. 66.

Block, M. P., & Vandenbergh, B. G. (1985). Can you sell subliminals to consumers? Journal of Advertising, 14(3), 59-62.

Bornstein, R. F. (1989). Subliminal techniques as propaganda tools: Review and critique. Journal of Mind and Behavior, 10(3), 231-262.

Brody, J. E. (1982, August 17). Subliminal persuasion a menace? Evidently not. New York Times, p. C1.

Danzig, F. (1962, September 17). Subliminal advertising: Today it's just historic flashback for researcher Vicary. Advertising Age, pp. 72-73.

Emery, Jr., C. E. (1996). When the media miss meal messages in subliminal stories. Skeptical Inquirer, 20(2), 16.

Godbout, O. (1957, November 13). 'Subliminal' ads over air studied. New York Times, p. 70.

Godbout, O. (1957, November 4). Video group bans 'subliminal' ads. New York Times, p. 70.

Godbout, O. (1958, January 22). Subliminal test planned in west. New York Times, p. 54.

Godbout, O. (1958, March 7). Subliminal ads blocked on coast. New York Times, p. 49.

Haber, R. N. (1959). Public attitudes regarding subliminal advertising. Public Opinion Quarterly, 23(2), 291-293.

Harrington, R. (1991, January 6). In defense of heavy metal: The trials of Rob Halford, soft-spoken lead screamer of Judas Priest. Washington Post, p. G1.

Huxley fears new persuasion methods could subvert democratic procedures. (1958, May 19). New York Times, p. 45.

Kalish, D. (1988, May). Now you hear it...subliminal advertising. Marketing & Media Decisions, pp. 32-33.

Key, W. B. (1973). Subliminal seduction: Ad media's manipulation of a not so innocent America. Upper Saddle River, New Jersey: Prentice Hall. 

Key, W. B. (1980). The Clam-Plate Orgy: And other subliminals the media use to manipulate your behavior. Upper Saddle River, New Jersey: Prentice Hall.

Moore, T. E. (1992). Subliminal perception: Facts and fallacies. Skeptical Inquirer, 16(3), 273-281.

Moore, T. E. (1996). Scientific consensus and expert testimony: Lessons from the Judas Priest Trial. Skeptical Inquirer, 20(6), 32-38, 60.

Packard, V. (1957). The Hidden Persuaders. New York: David McKay Company.

Pratkanis, A. R. (1992). The cargo-cult science of subliminal persuasion. Skeptical Inquirer, 16(3), 260-272.

Psychic Hucksterism stirs call for inquiry. (1957, October 6). New York Times, p. 38.

Reuters. (1990, August 25). Band cleared in suicides blamed on hidden message.

Riley, K. (1991, June 13). Not-so-subliminal spoofs give truth in advertising a new twist. Washington Times, p. C1.

Subliminal TV cited as danger to youth. (1958, January 29). New York Times, p. 29.

Talese, G. (1958, January 12). Most hidden persuasion. New York Times Magazine, pp. 22, 59-60.

The ad that isn't there [Editorial]. (1958, January 23). New York Times, p. 26.

TV message fruitless. (1958, February 8). New York Times, p. 35.

Weir, W. (1984, October 15). Another look at subliminal 'facts'. Advertising Age, p. 46.

Zanot, E. J, Pincus, J. D., & Lamp, E. J. (1983). Public perceptions of subliminal advertising. Journal of Advertising, 12(1), 39-45.

Task 3

Post your document in the discussion thread. Respond to at least two other students’ examples of subliminal adverstising and essays.

Rubric

Use this rubric to guide your work on your Module 4 Discussion Tasks.

Tasks	Expert Points Earned (10)	Acceptable Points Earned (5)	Unacceptable Points Earned (0)
Task 1	Provides 3 clear examples—not just erotic ads per se---of advertising with explanations of the subliminal embed(s), the implied message, and the advertiser’s intention. (4)	Provides 2 examples---not just erotic ads per se---of advertising with explanations of the subliminal embed (s), the implied message, and the advertiser’s intention. (2)	Failed to provide any or adequate examples of subliminal ads. Fails to differentiate between true subliminal embeds and simply “sexy ads.” (0)
Task 2	Essay of 750 to 1000 words makes a claim about the concept of subliminal advertising and supports that claim with research from 4 scholarly journals. (4)	Essay of 500 words makes a claim about the concept of subliminal advertising and supports that claim with research from 2 scholarly journals. (2)	Essay of less than 500 words with no support from scholarly research journals. (0)
Task 3	Provides an insightful critique of other two other students’ responses. (2)	Provides an adequate critique of one other student's answers. (1)	Fails to make a serious effort to reply as specified to two other students’ answers. (0)

Week 4 Discussion: Subliminal Advertising