ProQuestDocuments-2019-01-21 - \"Subliminal Messages in Advertising A Concept not to be Ignored Kiran Vasanth Kishore Krishna Asia Pacific Journal of

ProQuestDocuments-2019-01-21 - "Subliminal Messages in...

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"Subliminal Messages in Advertising: A Conceptnot to be Ignored" Kiran, Vasanth; Kishore, Krishna . Asia Pacific Journal of Management & Entrepreneurship Research ;Bangalore Vol. 2, Iss. 3, (Jun 2013): 37-45.ProQuest document linkABSTRACTThe advertising industry has always used innovative ways to attract consumers to the product or service beingpeddled. Consumer behavior is an important issue and vital subject in the brand design and marketing process.Marketers and advertisers experts always seek for innovative methods and smart tools, to attract the consumer.Subliminal messages can do a vital role in attracting the consumer in the world of brands. To help consumers tobecome smart shoppers, this paper helps consumer to critically examine advertisements and identify theunderlying messages they convey. While there is some marginal evidence that subliminal stimuli may influenceaffective reactions, the marketing relevance of this finding remains to be documented. The research is consideredas one of the few academic researches which deal with this topic. [PUBLICATION ABSTRACT] FULL TEXTHeadnote Abstract The advertising industry has always used innovative ways to attract consumers to the product or service beingpeddled. Consumer behavior is an important issue and vital subject in the brand design and marketing process.Marketers and advertisers experts always seek for innovative methods and smart tools, to attract the consumer.Subliminal messages can do a vital role in attracting the consumer in the world of brands. To help consumers tobecome smart shoppers, this paper helps consumer to critically examine advertisements and identify theunderlying messages they convey. While there is some marginal evidence that subliminal stimuli may influenceaffective reactions, the marketing relevance of this finding remains to be documented. The research is consideredas one of the few academic researches which deal with this topic. Keywords: Advertising, Sublime messages, Consumer Just why we are no longer content to leave our experiences in the subliminal state and why many people havebegun to get very conscious about the unconscious, is a question well worth investigating. -Marshall Mcluhan Introduction According to the Skeptic's Dictionary, subliminal refers to anything truly below the level of detectable sensation.The subliminal is generally said to be below the threshold of conscious perception. Thus, it is believed that one caninfluence behavior by surreptitiously appealing to the subconscious mind with words, sounds and images. It hasbeen scientifically proven that visual subliminal messages can be perceived by the human brain, withoutconsciously being aware of them. The debate arises when it comes to exploring to what extent messages, whichare received below the conscious level implicitly affect behavior. The popular belief in subliminal advertising hasremained robust in spite of the fact that advertising professionals almost universally discount it as a practicaltechnique (Saegert, 1987). The birth of subliminal advertising as we know it dates to 1957 when a marketPDF GENERATED BY SEARCH.PROQUEST.COMPage 1 of 7

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