We live in a complex society where our safety and well-being is mostly protected. Most of us feel safe driving down to the local supermarket and back, knowing that we will not be assaulted on the way and that our kids and home is safe from harm. What if our society is taken away, or we are taken away from society. If a group of us is dropped on a remote island, it is likely that some of us will survive and procreate. Coded into our genetic structure are instincts that will assure the continuation of mankind if we are faced with such a situation.
Drives such as thirst, hunger, and sex, will propel us to take whatever actions necessary to survive. Meyers has said, "Sexual motivation is nature's clever way of making people procreate, thus enabling our specie's survival. The pleasure of sex is our genes' way of preserving and spreading themselves." Fear of death, pain, and suffering will warn us from dangerous situations. Since we live in a sheltered society, our primal drives and fears have been altered to fit other forms. These diametrical extremes-the beginning and the end, have been molded into desire for attention, reassurance, acceptance, immortality, and the fear of financial hardship, sexual insecurity, and loss of power. Few of us worry about when our next meal is, and whether we will be living tomorrow. I
f we are ever thirsty, we approach the nearest water fountain or the vending machine. Despite the fact that our drives and fears are subdued and domesticated, they still exist within us. Advertisers take advantage of this to tempt our deepest drives and scare our morbid fears. Dixon has said that since drives exist at such a fundamental level within us, it is prime target for subliminal stimuli.
Wednesday, 3 February 2016
Research
It is generally accepted that we possess various levels of consciousness. For example, the state of consciousness while we dream is different from the state when we are awake. Packard has distinguished the consciousness into three levels.
Conscious-rational level, where people know what is going on, and are able to tell why. The second and lower level is called, variously, preconscious and subconscious but involves that area where a person may know in a vague way what is going on within his own feelings, sensations, and attitudes but would not be willing to tell why. This is the level of prejudices, assumptions, fears, emotional promptings and so on. Finally, the third level is where we not only are not aware of our true attitudes and feelings but would not discuss them if we could.
Advertisers use subliminal techniques to influence the second and third level of consciousness. They target the consumer's fears and desires, manipulating them in ways never thought possible. On the other hand, advertisers present to the consumer on the conscious level a safe, neutral, naturally appealing ad to pacify the consumer's resistance to subliminal advertising. While glancing through an ad, the average consumer block-reads paragraphs and barely notices an ad that they have seem many times. This is prime time in subliminal reception because the conscious mind is uninterested in the potentially offensive subliminal material. Key writes:
To be effective, propaganda must constantly short circuit all thought and decisions. It must operate on the individual at the level of the unconsciousness. Critical judgment disappears altogether.
Conscious-rational level, where people know what is going on, and are able to tell why. The second and lower level is called, variously, preconscious and subconscious but involves that area where a person may know in a vague way what is going on within his own feelings, sensations, and attitudes but would not be willing to tell why. This is the level of prejudices, assumptions, fears, emotional promptings and so on. Finally, the third level is where we not only are not aware of our true attitudes and feelings but would not discuss them if we could.
Advertisers use subliminal techniques to influence the second and third level of consciousness. They target the consumer's fears and desires, manipulating them in ways never thought possible. On the other hand, advertisers present to the consumer on the conscious level a safe, neutral, naturally appealing ad to pacify the consumer's resistance to subliminal advertising. While glancing through an ad, the average consumer block-reads paragraphs and barely notices an ad that they have seem many times. This is prime time in subliminal reception because the conscious mind is uninterested in the potentially offensive subliminal material. Key writes:
To be effective, propaganda must constantly short circuit all thought and decisions. It must operate on the individual at the level of the unconsciousness. Critical judgment disappears altogether.
Research
Since the 19th century researchers have been performing psychological tests to confirm the existence of subliminal perception. N. F. Dixon has compiled over 500 studies on this topic and concluded in his book that subliminal perceptions exists beyond any reasonable doubt. He said, "It would seem that reports of percepts may be influenced by stimulation which the percipient is not aware. Certainly, it can be claimed that the having of a conscious percept does not exclude the possibility of subliminal effects." His book is held in such esteem one advertiser quoted "Dixon's book is basic reading for our creative department. We think of it as an operational bible." Ironically, Dixon never guessed his work would be used for commercial exploitation.
Dr. Hal C. Becker has patented a black box from 1962 to 1966 to pipe audio subliminal messages on top of another audio source. He has used this black box experimentally in stores to reduce theft and on weight reduction programs. In the case of the store, which a message such as "Don't steal" was superimposed into background music, theft in the store dropped 37%. However, he has urged caution in the use of such device and keep an eye on "other uses." Since his device is in patent, any company can look up the design and build a similar device to influence the population. Who knows, they may already by using it at every TV broadcasting station.
It is clear that humans can be affected by subliminal stimuli without their conscious awareness. The understanding of the our brain is too limited to understand how or why this works. However, the advertisers don't care about the inner workings of the brain. They only care that the population can be influenced and they have the resources to do the influencing.
As with every theory, there are people who argue against subliminal perception. Some are intellectuals, but curiously, the loudest and strongest voices come from the advertisers. The most often used argument against this phenomenon is that it is "inherently unlikely, anthropomorphic, unparsimonious, physiologically inexplicable, and based upon shaky methodology." There are many plausible reasons why people vehemently deny the existence this phenomenon. According to Dixon, people instinctually fear what they do not know. We live in a country where personal freedom is one of the founding principles of this democratic society. To admit to an unconsciousness is to admit to the fact that there are areas of our brain that we can not control, but others can without our knowledge. The resistance is explicated.
Dr. Hal C. Becker has patented a black box from 1962 to 1966 to pipe audio subliminal messages on top of another audio source. He has used this black box experimentally in stores to reduce theft and on weight reduction programs. In the case of the store, which a message such as "Don't steal" was superimposed into background music, theft in the store dropped 37%. However, he has urged caution in the use of such device and keep an eye on "other uses." Since his device is in patent, any company can look up the design and build a similar device to influence the population. Who knows, they may already by using it at every TV broadcasting station.
It is clear that humans can be affected by subliminal stimuli without their conscious awareness. The understanding of the our brain is too limited to understand how or why this works. However, the advertisers don't care about the inner workings of the brain. They only care that the population can be influenced and they have the resources to do the influencing.
As with every theory, there are people who argue against subliminal perception. Some are intellectuals, but curiously, the loudest and strongest voices come from the advertisers. The most often used argument against this phenomenon is that it is "inherently unlikely, anthropomorphic, unparsimonious, physiologically inexplicable, and based upon shaky methodology." There are many plausible reasons why people vehemently deny the existence this phenomenon. According to Dixon, people instinctually fear what they do not know. We live in a country where personal freedom is one of the founding principles of this democratic society. To admit to an unconsciousness is to admit to the fact that there are areas of our brain that we can not control, but others can without our knowledge. The resistance is explicated.
Research
Apparently, subliminal perception is not a newly discovered physiological phenomenon used only by the advertising industry. Historical scholars such as Plato, Aristotle, and even texts such as the Bible have alluded to a subconscious phenomenon. Early artists, such as those in the Renaissance, have used subliminal techniques in their artwork. Aristotle first documented the relationship between dreams and the unconscious mind.
Impulses occurring in the daytime, if they are not very great and powerful, pass unnoticed because of greater waking impulses.
One of the controversies surrounding the existence of subliminal perception is its definition. Subliminal means "below threshold." An apple placed in complete darkness would be below the visual threshold for perception. It is not until the lighting on the apple increases to a sufficient level for recognition is it considered "above threshold." The minimum stimulation necessary to detect a particular stimulus (not necessarily recognize), is called the absolute threshold. However, the required amount of lighting on the apple for identification is different for everyone, and therefore what may be subliminal to one person may not be subliminal to another. It is generally accepted that a perception is subliminal if a great majority of the audience can not perceive it consciously. So what is perception? Perception is the brain's reception of incoming stimuli. Dr. Key said perception is total and instantaneous, but only 1/1000th of this is consciously recognized and processed. The rest is either stored in subconscious memory or dumped as irrelevant information. Although we do not fully understand how the brain perceives the world, advertisers have no interest in the motor and gears of the brain. It only cares that the brain is influenced the most by visual stimulation and there are certain ways to stimulate the brain without its conscious awareness. Dixon provides a good definition of subliminal perception, which he words as "subliminal reception."
1) The subject responds without awareness to stimulus.
2) Subject knows he is being stimulated, but doesn't know what it is.
Impulses occurring in the daytime, if they are not very great and powerful, pass unnoticed because of greater waking impulses.
One of the controversies surrounding the existence of subliminal perception is its definition. Subliminal means "below threshold." An apple placed in complete darkness would be below the visual threshold for perception. It is not until the lighting on the apple increases to a sufficient level for recognition is it considered "above threshold." The minimum stimulation necessary to detect a particular stimulus (not necessarily recognize), is called the absolute threshold. However, the required amount of lighting on the apple for identification is different for everyone, and therefore what may be subliminal to one person may not be subliminal to another. It is generally accepted that a perception is subliminal if a great majority of the audience can not perceive it consciously. So what is perception? Perception is the brain's reception of incoming stimuli. Dr. Key said perception is total and instantaneous, but only 1/1000th of this is consciously recognized and processed. The rest is either stored in subconscious memory or dumped as irrelevant information. Although we do not fully understand how the brain perceives the world, advertisers have no interest in the motor and gears of the brain. It only cares that the brain is influenced the most by visual stimulation and there are certain ways to stimulate the brain without its conscious awareness. Dixon provides a good definition of subliminal perception, which he words as "subliminal reception."
1) The subject responds without awareness to stimulus.
2) Subject knows he is being stimulated, but doesn't know what it is.
Research about my topic
The advertising industry, a prominent and powerful industry, engages in deceptive subliminal advertising which most us are unaware of. By bypassing our unconscious mind using subliminal techniques, advertisers tap into the vulnerabilities surrounding our unconscious mind, manipulating and controlling us in many ways. Since the 1940's subliminal advertising blossomed until now, when you can find subliminals in every major advertisement and magazine cover.
The existence of a subconscious mind and subliminal perception is still a controversy today. There is vast evidence for the existence of both, but the evidence is based on a methodology that is by nature not pure scientific. Despite the lack of conventional scientific evidence, I believe there exists a consciousness that lies outside of our normal awareness. Although I will later provide evidence, the paper assumes the existence of such a phenomenon.
Do advertisers really put subliminal messages on their ads? Let's explore this topic. Go to the vending machine and buy a can of Diet Coke™. The can looks pretty ordinary--script letters on white bubbles floating on a silver can. Turn your attention now to the passion red glass on the lower left and hold the can arm's-length away from you. Do you see them now? Almost everyone I have shown the can to readily perceived the sexual image. Although this is the most blatant example of embedding I have discovered, Coca-Cola manages to get away with it by placing the image in an inconspicuous spot on the can, masked by the fizzing bubbles and bold print. Since Diet Coke is targeted at female consumers, it would seem illogical to embed female breasts onto the soda can. According to Dr. Wilson Bryan Key, "male genitalia in ads are usually directed to male audiences. Female genitalia are directed to females." I will explain later that subliminal images are most effective when associated with cultural taboos.
The existence of a subconscious mind and subliminal perception is still a controversy today. There is vast evidence for the existence of both, but the evidence is based on a methodology that is by nature not pure scientific. Despite the lack of conventional scientific evidence, I believe there exists a consciousness that lies outside of our normal awareness. Although I will later provide evidence, the paper assumes the existence of such a phenomenon.
Do advertisers really put subliminal messages on their ads? Let's explore this topic. Go to the vending machine and buy a can of Diet Coke™. The can looks pretty ordinary--script letters on white bubbles floating on a silver can. Turn your attention now to the passion red glass on the lower left and hold the can arm's-length away from you. Do you see them now? Almost everyone I have shown the can to readily perceived the sexual image. Although this is the most blatant example of embedding I have discovered, Coca-Cola manages to get away with it by placing the image in an inconspicuous spot on the can, masked by the fizzing bubbles and bold print. Since Diet Coke is targeted at female consumers, it would seem illogical to embed female breasts onto the soda can. According to Dr. Wilson Bryan Key, "male genitalia in ads are usually directed to male audiences. Female genitalia are directed to females." I will explain later that subliminal images are most effective when associated with cultural taboos.
Subscribe to:
Posts (Atom)