Subliminal stimuli

Subliminal advertising is a form of advertising that may not be noticed even in tense attention, perhaps because it consists of very short messages that are displayed by tachistoscope. An alternative name is secret seducer (german hidden persuaders ).

One goal of subliminal advertising is to prevent defensive reactions against the advertised product or the advertising company. The recipient should therefore justify his inexplicable attitude change later by positive product properties. However, in all people the perception threshold is not equal.

The effectiveness of subliminal messages is controversial. Many people believe and fear a greater efficacy against non- subliminal advertising.

Initial discussions

Were discussed for the first time in a public practice of subliminal advertising, after the journalist Vance Packard had reported 1957 The Hidden Persuaders on the supposedly developed by James Vicary technique of subliminal influence in advertising in his bestseller. These findings, however, were often criticized. In fact, already introduced a short time later revealed that James M. Vicary with this previously unknown technology new customers wanted to win for his advertising agency Subliminal Projection Co. and that the experiment had never been in this form.

As part of the fake Eat Popcorn drinking -Cola study by James Vicary had during a movie for fractions of seconds ( less than 3 milliseconds ) advertising messages such as "Drink Coca Cola " and " Eat Popcorn " were shown. Packard claimed in his book now that they do not consciously perceivable advertisements in the foyer of the cinema had increased the sale of Coca Cola by 18.1 % and sales of popcorn by 57.7 %.

Studies

Effectiveness in interaction with current needs

Studies carried out during 2006 and 2009 suggest that subliminal advertising can then act when the advertising messages to the current needs of the recipients fit.

In the study, Beyond Vicary 's fantasies: The impact of subliminal priming and brand choice (English for after Vicary 's fantasies: the effectiveness of subliminal priming and brand choice ') from the year 2006, the subliminal presentation of the brand name of an iced tea beverage to that more subjects preferred this drink compared to bottled water. However, this was only the case if they were thirsty. In all other subjects, the subliminal message had no effect.

In the study The hidden persuaders break into the tired brain (English for the hidden persuaders penetrate into the tired brain a ') from the year 2009, the subliminal presentation of the logo of a dextrose tablet during a computer game to the volunteers, the product increasingly consumed - but only if they were tired and felt the need to increase their ability to concentrate.

Legal

In Germany regulates the Broadcasting Treaty that advertising shall be readily recognizable as such and that no techniques may be used for subliminal (§ 7 paragraph 3).

Reception in popular culture

The theme is taken up in an episode of the television series Columbo in 1973 and the technique used with the prior creation of the need for a murder. (→ Subliminal ( Psychology ) - Reception in popular culture )