Modern Day Subliminal Advertising
Introduction
Although advertising has been around for centuries, explicit "branding" is a product of the late 1800s and came about during the Industrial Revolution.1 Due to the lack of regulation within certain industries and the prevalence of hazardous products, brands were introduced to increase the reputation and value of a particular manufacturer.1 Much like today, brands were synonymous with certain attributes, like quality and safety, that manufacturers wanted to convey.
Despite its many benefits, advertising has been met with an onslaught of debate and criticism. This paper addresses the criticisms and the benefits of advertising so that, hopefully, readers can make their own informed decision on whether advertising is a friend …show more content…
He claimed to increase concession sales at a movie theater by subliminally directing the audience to buy Coca-Cola and popcorn. His technique was to flash a visual stimulus "eat popcorn" and "drink Coca-Cola" on the screen for 1/3000 of a second.8 His technique is one of three ways in which subliminal advertising can be communicated. The other two are by using sub-audible messages and by using embedded stimuli. Sub-audible messages are auditory stimuli that are played at a low volume and under a "carrier" of music, ocean waves, etc. so that they cannot be heard, …show more content…
According to the article Public Perceptions of Subliminal Advertising, 75-85% of American adults are familiar with subliminal advertising and think advertisers use it at least part of the time to sell their products.14 Therefore, even if consumers' perceptions of subliminal advertising are wrong and inaccurate, it is nevertheless these beliefs that shape consumer reactions toward ads and the advertising industry.
Deceptive Advertising According to the FTC's 1993 policy statement on deceptive advertising, there are three elements in determining whether an advertisement is deceptive:
1) "First, there must be a representation, omission, or practice that is likely to mislead the consumer.
2) Second, we examine the practice from the perspective of a consumer acting reasonably in the circumstances.
3) Third, the representation, omission, or practice must be a "material" one. The basic question is whether the act or practice is likely to affect the consumer's conduct or decision with regard to a product or service. If so, the practice is material, and consumer injury is likely because consumers are likely to have chosen differently but for the
Although advertising has been around for centuries, explicit "branding" is a product of the late 1800s and came about during the Industrial Revolution.1 Due to the lack of regulation within certain industries and the prevalence of hazardous products, brands were introduced to increase the reputation and value of a particular manufacturer.1 Much like today, brands were synonymous with certain attributes, like quality and safety, that manufacturers wanted to convey.
Despite its many benefits, advertising has been met with an onslaught of debate and criticism. This paper addresses the criticisms and the benefits of advertising so that, hopefully, readers can make their own informed decision on whether advertising is a friend …show more content…
He claimed to increase concession sales at a movie theater by subliminally directing the audience to buy Coca-Cola and popcorn. His technique was to flash a visual stimulus "eat popcorn" and "drink Coca-Cola" on the screen for 1/3000 of a second.8 His technique is one of three ways in which subliminal advertising can be communicated. The other two are by using sub-audible messages and by using embedded stimuli. Sub-audible messages are auditory stimuli that are played at a low volume and under a "carrier" of music, ocean waves, etc. so that they cannot be heard, …show more content…
According to the article Public Perceptions of Subliminal Advertising, 75-85% of American adults are familiar with subliminal advertising and think advertisers use it at least part of the time to sell their products.14 Therefore, even if consumers' perceptions of subliminal advertising are wrong and inaccurate, it is nevertheless these beliefs that shape consumer reactions toward ads and the advertising industry.
Deceptive Advertising According to the FTC's 1993 policy statement on deceptive advertising, there are three elements in determining whether an advertisement is deceptive:
1) "First, there must be a representation, omission, or practice that is likely to mislead the consumer.
2) Second, we examine the practice from the perspective of a consumer acting reasonably in the circumstances.
3) Third, the representation, omission, or practice must be a "material" one. The basic question is whether the act or practice is likely to affect the consumer's conduct or decision with regard to a product or service. If so, the practice is material, and consumer injury is likely because consumers are likely to have chosen differently but for the