Middlesex University
Subliminal Persuasion: How does subliminal advertising communicate with the viewer aiming to change behaviour through subliminal stimuli?
Dilara Gelhasan M00494218
2020-21 ART4002 Advanced Research Summative Assessment 1
Table of Contents List of illustrations………………………………………………………………………….……p.3
Introduction…………………………………………………………………………..…………….p.4
Research Methodology………………………………………………………..…..……………p.5
Chapter I: Subliminal Persuasion……………………………………………….…...……p.8
Chapter II: Subliminal Advertising………………………………...……………………p.12
Conclusion………………………………………...…………………………………………….…p.13 Bibliography………………………………………………..….…………………………………p.14
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List of illustrations Fig. 1: Keywords list I created to help me with the direction of my research …………….……………p.5
Fig. 2: A To-Do list I made in the early stages of my planning ………………………...………………...……p.5
Fig. 3: 'Research Methodology' diagram I designed representing my researching journey......….p.7 Fig. 4: KFC advertisement that uses visual stimuli. (Shewan, 2017)
https://www.wordstream.com/blog/ws/2017/10/24/subliminal-advertising ………………...….p.8 Fig. 5: Burger King subliminal poster advertisement, 2009. (sexual embed) (Lincoln, 2020)
https://ignitevisibility.com/7-examples-effective-subliminal-advertising/ ………………..…...…….p.9
Fig. 6: Benson & Hedges subliminal poster advertisement, 1970s. (sexual embed) (Bullock, 2004)
https://www.subliminalsex.com/subliminal%20advertising%20example.htm ………………………..…p.10
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Introduction
Subliminal perception is an interesting topic, that has been researched and studied for many years. It is a controversial subject and there is a reason for that. As well as there are conflicting evidences on the concept, there is doubt of the effectiveness of it
(Trappey, 1996, p. 519). So many publishes and review support and oppose to the effectiveness of it and even today, it is being experimented by many different
researchers. Whenever a topic is to do with the unconscious mind, we are sceptical and, in a way, fearful. Therefore, subliminal perception is a subject that shouldn’t be ignored and should keep experimented and researched on.
In this essay, I will be discussing the effectiveness of subliminal persuasion, used in print advertising and how behaviour can be affected through the use subliminal perception.
The report is divided into five sections. The research methodology is addressed in the
first section, talking about my approach and how it affected my process, both positively and negatively. Critically analysing each step that I took to research and gather
information; I will evaluate the path I took. Second section is about the descriptive
analysis of the following terms; subliminal perception, subliminal stimuli and subliminal persuasion, investigating and comparing various literatures written about the concepts. Third section explores subliminal advertising, discussing in depth how it works and
where it’s found. The discussion takes place over examples found in media, previous studies and experiments done in the field. Fourth and the last section concludes the
research question and proposes the future of this study and where it may lead me in my theoretical career.
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Research Methodology
The first step I always take starting a research project or a study is to plan everything
that I believe needs to be considered and the places I can look at to find the information needed. Consequentially, I created a list (Fig1) of the keywords and terms I wanted to use to start my
initial exploration of the research topic. In this case,
I created a ‘To-Do’ list (Fig2) with the tasks I needed to do in order to have the most comprehensive
understanding of the subject while managing my
time. This plan helped me later to keep my focus on the question as while reminding me to look at
subtopics and understand the main concept better. After the planning or mind mapping session was complete, I started an initial online search. Even
though I had somewhat knowledge on subliminal
perception and its use in advertising, I searched as
Figure 1 Keywords list I created to help me with the direction of my research
though it was a completely new topic for me. I started looking at articles and blog posts about subliminal perceptions, subliminal persuasive approaches and definitions of
related terms on various websites. This initial exploration stage put me in a great point to start studying the field in more depth. I started looking at examples of media that subliminal
messages have been applied to (or tried to – I will explain the controversy of the subjects related to subliminal persuasion later in the chapters).
Collecting images as I go, to include in this report as examples, I started examining. I understood that
there were different types of subliminal or hidden messages used in various media. As shown on the
Figure 2 A To-Do list I made in the early stages of my planning (not in the order)
diagram below I developed that represents my
research methodology (Fig3), I go back and repeat
some steps for an extensive data collection. To
search and find good sources for related literature, I 5
used numerous platforms including university’s library search, digital journal archives, video streaming platforms as well as my own book collection. I first gathered all the
sources into my digital and physical workspace, then started reading them from most related to least. I took exhaustive notes into my dedicated notebook along the way,
marked the points that were crucial to include in the report. At the end of this collection,
exploration and learning process, the main ideas and points of arguments start to be
shaped in my mind. I knew at this point what my research question was going to be and how I would address it. I wanted to explore around the question “How does subliminal advertising communicate with the viewer aiming to change behaviour through
subliminal stimuli?”, because I have a personal interest in the movement ‘Symbolism’
and Sigmund Freud’s psychoanalytic theories. Therefore, naturally I find the concept of subliminal perception and persuasion very fascinating. At this stage of the researching journey, I had an in-depth understand of the theory and the techniques of subliminal
perceptions and had a more analytical perspective while studying new materials. It is usually at this point where I do some free searching, which I also like to call ‘chaotic
learning’. This is where I start with one source, then jump to another recommended one. For instance, when I was reading the Trappey’s article “A Meta‐Analysis of Consumer
Choice and Subliminal Advertising” (1996), I found an interesting point made that was cited of Moore’s “Subliminal Advertising: What You See Is What You Get” (1982). It
turned out this article was a crucial literature in the development of the subliminal
concepts. After this free learning process, I went back to the beginning, organising all
the findings, analysing them once more with an inquisitive perspective. This was when I started my first draft. I initially planned to conduct an experiment with a group of
volunteers on the subject. However, it would be the most beneficial and constructive approach to do the experiment in a controlled environment under the right
circumstances in order to get precise results (Gafford, 1995). Due to the current
situations related to Covid-19 and the lockdown regulations, I was unable to proceed
with the experiment. Therefore, I relied on the previous experiments done by the
researchers to analyse and compare the various results and evidences. I do plan on
further study this subject in the future and perhaps expand this report.
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Figure 3 'Research Methodology' diagram I designed representing my researching journey
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Chapter I: Subliminal Persuasion What is subliminal perception?
In order to define the term subliminal perception, let’s explore the concept behind it. Firstly, the word ‘subliminal’ originates from Latin, sub meaning ‘below’ and limen
meaning ‘threshold’ (of conscious awareness) (Dijksterhuis, et al., 2005, p. 81; Perloff, 2003, p. 276). Therefore, ‘subliminal’ refers to a stimulus that is only perceived by the
unconscious. The concepts of objective and subjective thresholds are key to understand the subliminal perception. For a stimulus to be perceived, it needs to pass the objective threshold. If the subjective threshold is passed, it becomes conscious perception. If it goes above the objective but not the subjective threshold, it creates subliminal
perception (Dijksterhuis, et al., 2005, p. 80). Accordingly, subliminal stimuli are in which we perceive under the objective threshold and can only be recognised by the
unconscious without us being aware of it (Canals & Herrerias, 2014, p. 4). It is
important to note the fact that the levels or the limits of objective and subjective
threshold are not invariable. They can differ highly between individuals, as well as for an individual according to different factors such as time and place (Moore, 1982).
Therefore, it would be premature to claim that one subliminal stimulus would work on two different people, let alone on a mass scale.
Stated by Dijksterhuis, et al., (2005) some of the consequences of subliminal
stimulation, are ‘neurological correlates’, ‘evaluative and affective effects’, ‘social
judgements’ and ‘behaviour’. Neurological correlates refer to neurological effects of subliminal stimulation evidenced by studies done by Libet, Alberts, Wright, and
Feinstein (1967), Dehaene et al. (1998) and Whalen et al. (1998) (Dijksterhuis, et al.,
2005). Evaluative and affective effects are about increased amount of exposure causing increased effect.
Moore (1982) establishes that there are at least three ways that subliminal stimuli can
influence strong behavioural change. The first one is ‘visual stimuli’, where the viewer’s
unconsciousness perceives them through presented imagery. These are usually flashing of images or words in which the exposure duration is carefully controlled. The
application cannot be perceived by the conscious mind. An example of this techniques 8
used previously on a commercial is KFC’s ‘Snacker sandwich’ ad (Fig4)
that was sighted in 2008. Was this a successful attempt to effectively
use subliminal visual stimulus? Considering it was sighted by a
viewer, perhaps not (Player, 2016). The second way that subliminal
stimuli can influence behaviour as mentioned by Moore (1982), is
Figure 4 KFC advertisement that uses visual stimuli. (Shewan, 2017) https://www.wordstream.com/blog/ws/2017/10/24/subliminaladvertising
‘auditory stimuli’. It is again done
by presenting the message in such a way that it can only be perceived below the
threshold and not noticeable within the consciousness.
The third technique of using subliminal stimuli is
‘embedding sexual imagery or words’, specifically
occurring in print
advertising. These graphics are hidden in a way that they cannot reach the
subjective threshold of
consciousness, supposedly influencing our
unconsciousness (Moore,
1982). Sexual embedding is
perhaps the most popular or Figure 5 Burger King subliminal poster advertisement, 2009. (sexual embed) (Lincoln, 2020) https://ignitevisibility.com/7-examples-effective-subliminaladvertising/
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most used type of technique, with a massive number of
existing examples. If we look at this Burger King poster
advertisement (Fig5) that was launched in 2009 to promote their new ‘BK Super Seven
Incher’ burger, we can see how sexual suggestion was used through the placement of objects (Lincoln, 2020).
Another example would be the advertising campaign (Fig6)
launched in the 1970s by the tobacco company Benson &
Hedges. (Shewan, 2017). It was created to introduce the new
type of cigarette packaging that
used hard cases. The illusion we are presented in this
advertisement resembles the
male phallus and is suggesting ‘sexual excitement’ on a
conscious level. However it also
Figure 6 Benson & Hedges subliminal poster advertisement, 1970s. (sexual embed) (Bullock, 2004) https://www.subliminalsex.com/subliminal%20advertising%20example.htm
presents ‘sexual anxiety’ to the unconscious mind through the subliminal message, as smokers tend to smoke more when they are anxious or nervous (Bullock, 2004).
In every aspects of our life, we experience the unconscious mind functioning. Its role in our everyday life is as important as our conscious mind, if not more. Besides our
obvious needs and skills such as breathing and using our senses, our unconscious mind can also affect our behaviour like some of our habits, decisions and fantasies (Bargh & Morsella, 2008). It is therefore understandable that the idea of our behaviour being
controlled by the unconscious perception makes some of us feel disquieted (Dijksterhuis, et al., 2005, p. 78).
In 1957, James Vicary claimed that he conducted an experiment by repeatedly flashing brief messages that said, “Drink Coke” and “Eat Popcorn”, stating that he increased the
sales of popcorn and cola. He declared this as “subliminal advertising”. People from both 10
general public and the science community heard about the news and reacted massively,
even resulting in CIA to start an investigation and write the report “The Operational
Potential of Subliminal Perception” with the aim of studying this concept within their own research team (BBC News, 2015). Later Vicary confessed that his results were
never reliable enough and that there was no evidence for subliminal persuasion to go
public (Dijksterhuis, et al., 2005). After this case, the amount of research studies and the experiments increased in order to find out the possibilities of the effectiveness of this enigmatic concept.
Subliminal persuasion is a technique of subliminal stimuli, applied by people who
intentionally try to influence our behaviour (Dijksterhuis, et al., 2005, p. 78). Even
today, it is such a controversial area. Despite lots of successful experiments with
positive results, the overall influence on the behaviour tends to be not so reliable as there are many factors that can affect the outcome of these tests (Moore, 1982).
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Chapter II: Subliminal Advertising What is subliminal advertising?
If we descriptively summarise the term, we can say that it is a subliminal technique of
presenting consumers with subliminal stimuli via media used in marketing, with the
purpose of directly influencing consumers and their purchasing behaviour without them having conscious awareness of it (Trappey, 1996, p. 517). According to
Dijksterhuis, Aarts and Smith (2005), there is a possibility in subliminally affecting consumers’ choices. However, even though there is a good amount of evidence
supporting the effectiveness of the subliminal stimuli used in advertising, we cannot
declare for certain that subliminal advertising always works. Therefore, we should not
see this technique as a myth and ignore studying the subject further (Dijksterhuis, et al.,
2005). Moore (1982) states that there is no specific level of subliminal stimuli that
guarantees everyone in an audience to perceive a subliminal message. If the presented
stimulus levels are kept low, it would not affect the unconsciousness of people that have higher threshold limits. This does not mean that the application of subliminal
advertising would be always unrewarding as even if a very small amount of people were influenced by it, there would be an increase in sales of the presented product, or
whatever was aimed by the use of the subliminal messages (Moore, 1982, p. 41).
Since Vicary’s claims of influencing consumer choices using subliminal stimuli occurred, subliminal advertising became a controversial topic and many researches and
experiments have been done. Although no one was able to produce the results Vicary
claimed he did, there have been some evidence on the effectiveness of subliminal
advertisement produced. It is suggested that while it is possible to influence product
choices of consumers by subliminal stimuli, it occurs only when specific conditions are met (Verwijmeren, et al., 2011).
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Conclusion
The initial purpose was to conduct my own experiment and write reviews from first
person perspective. However, because of the current situation of the world caused by
Covid-19, we have limited capabilities in which we can create an environment where a group of people must be indoors together, doing certain activities. I would like to take
this research further by extending my knowledge, conducting the planned experiment
and interviewing people when I can.
I have explained what the subliminal means and where it originates from, talked about the meaning of subliminal stimuli, subliminal perception and subliminal advertising. I discussed where subliminal advertising has been used previously and how it works, giving examples from several literatures. I also talked about my approach and
methodology before and during processing this work. I believe that writing this essay gave me a new perspective on certain fields such as advertising industry, and what could be achieved if there was enough studies and exposure within the concept of
subliminal.
How much further can the effects of subliminal stimuli and subliminal advertisement
can go? Is there a dark part of this concept where we should genuinely fear? When more studies and experiments done in the future and the more knowledge is gained about the field and the concept, with the rise of technology, will certain groups of people be able
to control our unconscious? There are perhaps hundreds of questions we could think of when it comes to things related to unconscious mind. That is why I will extend and improve this study in the future.
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Bibliography
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