Does Subliminal Advertising Work?
If it were effective, subliminal advertising would have some major advantages for advertisers because it would allow them to promote their product without directly interrupting the consumer’s activity and without the consumer knowing that he or she is being persuaded (Trappey, 1996). People cannot counterargue with, or attempt to avoid being influenced by, messages that they do not know they have received and this may make subliminal advertising particularly effective. Due to fears that people may be influenced to buy products out of their awareness, subliminal advertising has been legally banned in many countries, including Australia, Great Britain, and the United States.
Some research has suggested that subliminal advertising may be effective. Karremans, Stroebe, and Claus (2006) had Dutch college students view a series of computer trials in which a string of letters such as BBBBBBBBB or BBBbBBBBB was presented on the screen and the students were asked to pay attention to whether or not the strings contained a small b. However, immediately before each of the letter strings, the researchers presented either the name of a drink that is popular in Holland (“Lipton Ice”) or a control string containing the same letters as Lipton Ice (“Npeic Tol”). The priming words were presented so quickly (for only about 1/50th of a second) that the participants could not see them.
Then the students were asked to indicate their intention to drink Lipton Ice by answering questions such as “If you would sit on a terrace now, how likely is it that you would order Lipton Ice?” and also to indicate how thirsty they were at this moment. The researchers found that the students who had been exposed to the Lipton Ice primes were significantly more likely to say that they would drink Lipton Ice than were those who had been exposed to the control words, but that this was only true for the participants who said that they were currently thirsty.
On the other hand, other research has not supported the effectiveness of subliminal advertising. Charles Trappey (1996) conducted a meta-analysis in which he combined 23 research studies that had tested the influence of subliminal advertising on consumer choice. The results showed that subliminal advertising had a negligible effect on consumer choice. Saegert (1987) concluded that “marketing should quit giving subliminal advertising the benefit of the doubt” (p. 107), arguing that the influences of subliminal stimuli are usually so weak that they are normally overshadowed by the person’s own decision making about the behavior.
Even if a subliminal or subtle advertisement is perceived, previous experience with the product or similar products—or even unrelated, more salient stimuli at the moment—may easily overshadow any effect the subliminal message would have had (Moore, 1988). That is, even if we do perceive the “hidden” message, our prior attitudes or our current situation will likely have a stronger influence on our choices, potentially nullifying any effect the subliminal message would have had.
Taken together, the evidence for the effectiveness of subliminal advertising is weak and its effects may be limited to only some people and only some conditions. You probably don’t have to worry too much about being subliminally persuaded in your everyday life even if subliminal ads are allowed in your country. Of course, although subliminal advertising is not that effective, there are plenty of other indirect advertising techniques that are. Many ads for automobiles and alcoholic beverages have sexual connotations, which indirectly (even if not subliminally) associate these positive features with their products. And there are the ever more frequent “product placement” techniques, where images of brands (cars, sodas, electronics, and so forth) are placed on websites and in popular TV shows and movies.
- Advertising is effective in changing attitudes, and principles of social psychology can help us understand when and how advertising works.
- Social psychologists study which communicators can deliver the most effective messages to which types of message recipients.
- Communicators are more effective when they help their recipients feel good about themselves. Attractive, similar, trustworthy, and expert communicators are examples of effective communicators.
- Attitude change that occurs over time, particularly when we no longer discount the impact of a low-credibility communicator, is known as the sleeper effect.
- The messages that we deliver may be processed either spontaneously or thoughtfully. When we are processing messages only spontaneously, our feelings are more likely to be important, but when we process the message thoughtfully, cognition prevails.
- Both thoughtful and spontaneous messages can be effective, in different situations and for different people.
- One approach to improving an individual’s ability to resist persuasion is to help the person create a strong attitude. Procedures such as forewarning and inoculation can help increase attitude strength and thus reduce subsequent persuasion.
- Taken together, the evidence for the effectiveness of subliminal advertising is weak, and its effects may be limited to only some people and only some conditions.
Exercises and Critical Thinking
- Reconsider the effectiveness of Apple’s marketing campaign for the latest iPhone in terms of the principles of persuasion that we have discussed.
- Find and discuss examples of web or TV ads that make use of the principles discussed in this section.
- Visit the Joe Chemo site, designed to highlight and counterargue the negative effects of the Joe Camel cigarette ads. Create a presentation that summarizes the influence of cigarette ads on children.
- Based on our discussion of resistance to persuasion, what techniques would you use to help a child resist the pressure to start smoking or start using recreational drugs?
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