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
