Subliminal Influence

Fact or Fiction?

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Public belief in subliminal influence

75% of Americans believe that subliminal messages are omnipresent in advertising, and that they work (Rogers & Seiler, 1994).

Why?◦ James Vicary’s alleged movie theater experiment

in 1957

◦ Wilson Brian Keys claims of planted images in advertising

◦ Subliminals in Disney movies and other media

◦ Media spoofs of subliminals

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Allegations of subliminal influence

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In the 2000 presidential campaign, Republicans ran a campaign ad that included the highlighted the word “RATS” in the larger word “DEMOCRATS.”

Types of subliminal messages

1. Embedded images: pictures or words that are hidden or flashed quickly (in 100ths of a second)

2. Sub-audible messages: sounds or words that are too faint to be heard, or are played at extremely high frequencies

3. Electronically altered signals: backward masking and other voice alterations

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Definitions and conceptualizations

Subliminal message

Below (sub) the threshold (limen) of human perception

◦ Example: a message flashed so quickly that it can’t be recognized.

◦ Example: a sound played so faintly that it can’t be heard.

Embedding is a form of subliminal influence.

Supraliminal message

A message that is consciously recognized and processed

◦ Example: an image so faint that it is difficult to see.

◦ Example: a sound that is played quietly, yet is still audible.

Product placement is a form of supraliminal influence.

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supraliminal, not subliminal

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The early years: An urban myth is born

James Vicary claimed to have flashed the words “eat popcorn” and “Drink Coca-Cola” on a movie screen.

He claimed popcorn sales increased 58% and Coke sales increased 18%.

Vicary’s experiment was never successfully replicated.

He later acknowledged the study was a hoax (Advertising Age, 1962).

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Buy!

Buy!

Why the fascination?

The prospect of “mind control” is frightening.

It’s fun to entertain conspiracy theories.

The popular press sensationalizes the issue.

There are just enough isolated cases to keep the myth alive.

Buy!

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Embedded text and images

Wilson Brian Keys claimed to have found phallic symbols in ads for:◦ Tanqueray gin

◦ Chivas Regal

◦ Ritz crackers

◦ Betty Crocker cake mix

The mere existence of subliminal images, does not demonstrate their effectiveness.

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Embedding in a liquor adCan you find the

embedded text in this Gilbey’s Gin ad?

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More embedding in liquor ads

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Disney embedding

Jessica (sans underwear?) in Who Framed Roger Rabbit

It is much more likely that this was a prank by a “cell painter” than a corporate conspiracy

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More Disney embedding

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The Little Mermaid◦ A circumsized

sandcastle?◦ The artist who painted

this scene claimed the resemblance to a phallic symbol was unintentional

And more…

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Methodological shortcomings lack of control groups lack of double-blind

procedures possibility of bias or cueing lack of replication lack of rigorous “blind”

review

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Product placement (a.k.a. product planting)

Product placement is commonplace.Product placement is a form of supraliminal

persuasion.Product placement may be subtle, but it is

not subliminal.The brand’s sponsors want viewers to

recognize their brands.

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Product placement in action

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Subliminal priming

Subliminal priming has been well documented in controlled laboratory settings.

◦ Stimuli can be perceived or processed without conscious awareness.

Priming can produce changes in beliefs, attitudes, and behavior.

Commercial applications of subliminal priming have not been demonstrated.

◦ Flashing “Starbucks” will not make a consumer buy that brand of coffee.

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SALT####

Subliminal priming

Priming occurs when a word is flashed quickly, then masked or covered up.

The primed word is shown too quickly to be consciously recognized.

The mask is removed and subjects see how quickly they recognize the word.

Subjects who are primed recognize the word faster than subjects who are not primed.

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A sample subliminalpriming study

Patton (1992) exposed “normal” and “bulimia prone” females to one of three subliminal messages:

◦ A. “Mama is leaving me” (Separation anxiety message)

◦ B. “Mona is loaning it”

◦ C. “Mama is loaning it”

Afterward, the females were invited to participate in a taste-test involving crackers.

The “bulimia prone” females who were exposed to message A ate twice as many crackers as the females in the other two groups.

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Cautions regarding subliminal priming effects

The effects of priming are short-lived. The subliminal prime must still be

perceived, even if perception is without awareness.

There is no proof of commercial viability.

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Final thoughts

If you stare at clouds long enough, you will “see” something.

Beware of the fallacy that “presence” implies “effectiveness.”

Even in controlled laboratory settings, subliminal effects tend to be weak and transitory.

Difficulty of proving a negative (e.g. that there aren’t subliminals everywhere)

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