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1996
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Recommended Citation
Williams, Brian D., "Subliminal advertising: The commercial appropriation of the unconscious" (1996).
Presidential Scholars Theses (1990 – 2006). 156.
https://scholarworks.uni.edu/pst/156
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SUBLIMINAL ADVERTISING: THE COMMERCIAL
APPROPRIATION OF THE UNCONSCIOUS
Brian D. Williams
Steve B. Corbin
Steven B. Corbin, Faculty Advisor
~Date
· 1'1{6
A Presidential Scholar Thesis:
Subliminal Advertising:
The Commercial Appropriation
of the Unconscious
Brian D. Williams
April 10, 1996
"We are all at the mercy of influences over which we are
control."
2
Acknowledgements:
have not otherwise known that the way he taught and what he
Steve Corbin never let me forget that you need to do what makes
you happy. Because in the long-run, it's only yourself and the
3
Table of Contents
Subliminal Advertising:
An Introduction........................................................... 5
A DefinitiC>11.................................................................. ti
Effectiveness of............................................................ 10
History.......................................................................... 14
What can be done?...................................................... 20
Age of Manipulation................................................... 21
Refei-ences.................................................................... 22
4
Subliminal: An Introduction
(too soft, too faint, too distant) is simply not perceived reliably in
any way. If the stimulus strength is too weak to become the focus
that we can perceive classes of stimuli which are above the basic
5
stimulus threshold for perception, but are not noticed for other
reasons.
Subliminal: A Definition
6
hidden within a larger pattern. There were several claims made in
and thus influence their state of mind toward the product. Most of
attending.
patterns.
7
Subliminal perception refers to apparent perception that occurs
the presence of the stimuli, or reports it less that half the time) or
8
Recent studies indicate that subliminal perception is probably
9
and processing this occurs, if it occurs at all, and (2) how the
10
Various forms of subliminal influences are often claimed to be
fallacies have made this idea seem more plausible than it should,
obviously false.
11
brains is incomplete and inconclusive. Much research by many
the brain. Unfortunately there are more questions about the brain
Consider the theory that the brain contains two major systems
deal with the portion of the brain which retains information and
enjoy magic and being tricked- being made victims of our own
12
concentrate consciously upon everything at the same time.
13
may be the world's most dangerous perceptual illusion. Common
persuasion? There are several reasons why peolpe find this rather
14
projector, with one major difference. The tachistoscope could
flash beams of light so rapidly that the human eye could not
powerful way which turned out to be much more potent than the
15
subliminal persuasion is simply reliable evidence that subjects
detect some stimuli that they are not aware of detecting, and that
attitudes or behaviors.
messages, but to the expectations of the user, and even that seems
16
measures failed to validate any such benefit as an outcome of the
experiment.
stimuli.
17
Current research has shown that subtle stimuli which are
believe that there is some science behind the popular notion of the
The idea was that messages could somehow be stuffed into the
right hemisphere, which would not critique the message, while the
18
incorrect, or at least so highly oversimplified to be meaningless for
syntax and some but not all semantic processes. The right
alive and the details of the learned skills that we perform. Distinct
19
initiating a new thought, plan, or action. The more familiar we are
conscious.
critical manner. "Talk back" to ads that you see and hear and
20
persuade you. Consider your own personal needs and possible
weaknesses and decide whether of not the ads are exploiting your
21
References
22