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Essay / Research Paper Abstract
This 3-page paper focuses on the concept of subliminal advertising, whether it exists (or not) and what the research has to say about it. Despite the fact that research doesn't support the effectiveness of subliminal research, the general public still fears that subliminal advertising exists and is being used. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: D0_MTsubadv.rtf
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Unformatted sample text from the term paper:
just below the threshold of seeing and hearing) has generated a great deal of controversy. Consumers dont like being manipulated, and subliminal advertising has the mystic aura of "forcing" people
to do something against their will, like buy a product. There are stories out there about how flashing subliminal messages of "drink Coke" and "buy popcorn" increased the sales of
these items. This story was created by James Vicary, a New Jersey marketing researcher who claimed that this actually worked (Rogers and Smith, 1993).
There was also a huge controversy during the 2000 election on the claim that (then) candidate George W. Bush released an ad attacking candidate Al Gores prescription drug
plan. In this ad, allegedly, the word RAT is placed subliminally. It seems as though people thoroughly believe in subliminal advertising, despite the research out there that subliminal advertising really
isnt all that effective or it doesnt exist in the first place. Still, the man who put the fear into subliminal advertising,
Dr. Wilson Bryan Key, has made a strong name for himself by proving that if people look at ads in a different way, they can find hidden messages (Chen, 1990).
Many of these subliminal messages, he points out, focus on societal taboos, such as sex, death and incest (Chen, 1990). His most famous theory was that in one ad promoting
liquor, images of a fish, screaming faces, a rat, a volcano and other death symbols could be found in ice cubes, while a battered skull was found in a Bacardi
drink (Chen, 1990). Key also claimed that the messages were placed their deliberately by advertising agencies (Chen, 1990). He also pointed out that while the Federal Trade Commission (to name
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