Encyclopedia  |   World Factbook  |   World Flags  |   Reference Tables  |   List of Lists     
   Academic Disciplines  |   Historical Timeline  |   Themed Timelines  |   Biographies  |   How-Tos     
Sponsor by The Tattoo Collection
Subliminal message
Main Page | See live article | Alphabetical index

Subliminal message

A subliminal message is a signal or message designed to pass below (sub) the normal limits of perception. For example it might be inaudible to the conscious mind (but audible to the unconscious or deeper mind) or might be an image transmitted briefly and unperceived consciously and yet perceived unconsciously. This definition assumes a division between conscious and unconscious which may be misleading; it may be more true to suggest that the subliminal message (sound or image) is perceived by deeper parts of what is a single integrated mind.

In the everyday world, it has often been suggested that subliminal techniques are used in advertising and for propaganda purposes (e.g. party political broadcasts).

Table of contents
1 Origin of the Term
2 Validity
3 Discussion
4 See also
5 Quotations
6 External links
7 References

Origin of the Term

The term subliminal message was popularized in a 1957 book entitled The Hidden Persuaders by Vance Packard. This book detailed a study of movie theaters that supposedly used subliminal commands to increase the sales of popcorn and Coca-Cola at their concession stands. However, James Vicary (the author of the study) later admitted the study was fabricated.

In 1973 the book Subliminal Seduction claimed that subliminal techiques were in wide use in advertising. The book contributed to a general climate of fear with regard to Orwellian dangers (of subliminal messaging). Public concern was enough to lead the Federal Communications Commission to hold hearings and to declare subliminal advertising "contrary to the public interest" because it involved "intentional deception" of the public.

Validity

In spite of the popular belief that subliminal messages are widely used to influence audiences, there is little evidence that the technique has ever been used on a mass audience (other than its occasional use by artists who use it to make an artistic statement). There is no evidence that subliminal messages have any effect at all on a viewer or listener, and the current consensus among marketing professionals is that subliminal advertising is ineffective and can be counter-productive. The theory underlying subliminal messages is often considered to be pseudoscience. However, the concept of subliminal messages is very popular among conspiracy theorists, and most people in media-saturated areas (such as the United States) areas are familiar with the term.

A number of fringe elements in society have made occasional claims that subliminal messages can be found in various forms of popular entertainment. Popular claims of subliminal commands include the supposed use of "backward messages" in rock and roll songs. Conservative activist Donald Wildmon has claimed that The Walt Disney Company inserted the subliminal command "SEX" into the animated film The Lion King (see that article for more information on this). Mainstream authorities have generally ignored these claims due to the dubious reputations of their authors.

Discussion

Subliminal perception or cognition can be considered a subset of unconscious cognition where the forms of unconscious cognition also include attending to one signal in a noisy environment while unconsciously keeping track of other signals (e.g one voice out of many in a crowded room) and tasks done automatically (e.g. driving a car).

In all such cases there has been research into how much of the unattended or unconscious signal or message is perceived (unconsciously), i.e is the whole message sensed and fully digested or perhaps only its main and simpler features? There are at least two schools of thought about this. One of them argues that only the simpler features of unconscious signals are perceived; however please note that the majority of the research done has tended to test only for simpler features of cognition (rather than testing for complete comprehension). The second school of thought argues that the unconscious cognition is comprehensive and that much more is perceived than can be verbalized.

Various types of studies of subliminal perception have been conducted. For example, of whether anaesthetized patients are completely unaware whilst apparently completely asleep/unconscious. Although the patients themselves report no knowledge of events whilst they are anaesthetized, more indirect methods of examining what they can recall confirm that information is perceived without any conscious awareness.

Similarly, studies of patients with neurological damage show that patients who claim e.g. not to be able to see certain stimuli nevertheless respond on the basis of information received from those stimuli. For example, in the case of the syndrome known as blindsight patients can be unaware of receiving information within an area of their visual field that they believe to be damaged.

Subliminal messages might gain their potential influence/power from the fact that they may be able to cirumvent the critical functions of the conscious mind, and it has often been argued that subliminal suggestions are therefore potentially more powerful than ordinary suggestions. This route to influence or persuasion would be akin to auto-suggestion or hypnosis wherein the subject is encouraged to be (or somehow induced to be) relaxed so that suggestions are directed to deeper (more gullible) parts of the mind; some observers have argued that the unconscious mind is incapable of critical refusal of hypnotic or subliminal suggestions. Research findings do not support the conclusion that subliminal suggestions are peculiarly powerful.

The technology of subliminal messaging has been developed quite far e.g in the hemisphonic technologies of the Monroe Institute (see below) and such techniques have been used in very real world situations such as the rapid and comprehensive training of men in the armed forces to recognise foreign ships and aircraft. Research suggests that the effectiveness of such tapes or CD's is greatly affected by whether the user believes they will have an impact (placebo effect).

Subliminal Messages in Advertising

A form of subliminal messaging commonly believed to exist involves the insertion of "hidden" messages into movies and TV programs. The concept of "moving pictures" relies on persistence of vision to create the illusion of movement in a series of images projected at 23 to 30 frames per second; the popular theory of subliminal messages usually suggests that subliminal commands can be inserted into this sequence at the rate of perhaps 1 frame in 25 (or roughly 1 frame per second). The hidden command in a single frame will flash across the screen so quickly that it is not consciously perceived, but the command will supposedly appeal to the subconscious mind of the viewer, and thus have some measurable effect in terms of behavior.

As to the question of whether subliminal messages are widely used to influence groups of people e.g. audiences, there is no evidence to suggest that any serious or sustained attempt has been made to use the technology on a mass audience. The widely-reported reports that arose in 1957 to the effect that customers in a movie theatre in New Jersey had been induced by subliminal messages to consume more popcorn and more Coca-Cola were almost certainly false. The current consensus among marketing professionals is that subliminal advertising is counter-productive. To some this is because they believe it to be ineffective, but to most it is because they realise it would be a public relations disaster if its use was discovered. Many have misgivings about using it in marketing campaigns due to ethical considerations.

During the 2000 U.S. presidential campaign, a television ad campaigning for Republican candidate George W. Bush showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on the screen, one frame showed only the last part, RATS. Democrats promptly asked the FCC to look into the matter, but no penalties were ever assessed in the case. The effect this had on the overall presidential race was unclear; the Democrats and Al Gore received ridicule for finding malicious intent in something that could have been a simple mistake; the Republicans received ridicule for the lack of attention to detail and Bush's mispronunciation of "subliminal" (it came out as "subliminable"). (It bears mentioning that the "subliminal message" is easily viewable when the ad is played at regular speed. If the message were truly subliminal, that would not be the case.)

See also

Quotations

External links

References