subliminal

A subliminal message is a signal or message embedded in another medium, designed to pass below the normal limits of the human mind's perception. These messages are unrecognizable by the conscious mind, but in certain situations can affect the subconscious mind and can negatively or positively influence subsequent later thoughts, behaviors, actions, attitudes, belief systems and value systems. The term subliminal means "beneath a limen" (sensory threshold). This is from the Latin words sub, meaning under, and limen, meaning threshold.

The two most famous types of alleged subliminal messages are:

• Spoken messages which are recorded backward onto a track that is meant to be played forward (called backmasking)
• Written messages which are quickly flashed during videos (sometimes called 25th frame)

While there is some empirical evidence supporting limited effectiveness of the flashed messages,^[1][2] subliminal influence of backmasking is not supported by scientific experiments.^[3][4]

Types

Textual

Used in advertising to create familiarity with new products, subliminal messages make familiarity into a preference for the new products. Johan Karremans suggests that subliminal messages have an effect when the messages are goal-relevant.^[1] Karremans did a study assessing whether subliminal priming of a brand name of a drink would affect a person’s choice of drink, and whether this effect is caused by the individual’s feelings of being thirsty.

His study sought to ascertain whether or not subliminally priming or preparing the participant with text or an image without being aware of it would make the partaker more familiar with the product. Half of his participants were subliminally primed with Lipton Ice ("Lipton Ice" was repeatedly flashed on a computer screen for 24 milliseconds), while the other half was primed with a control that did not consist of a brand. In his study he found that subliminally priming a brand name of a drink (Lipton Ice) made those who were thirsty want the Lipton Ice. Those who were not thirsty, however, were not influenced by the subliminal message since their goal was not to quench their thirst.^[1]

Subconscious stimulus by single words is well known to be modestly effective in changing human behavior or emotions. This is evident by a pictorial advertisement that portrays four different types of rum. The phrase "U Buy" was embedded somewhere, backwards in the picture. A study was done to test the effectiveness of the alcohol ad. Before the study, participants were able to try to identify any hidden message in the ad, none found any. In the end, the study showed 80% of the subjects unconsciously perceived the backward message, meaning they showed a preference for that particular rum.^[5]

Though many things can be perceived from subliminal messages, only a couple words or a single image of unconscious signals can be internalized. As only a word or image can be effectively perceived, the simpler features of that image or word will cause a change in behavior (i.e., beef is related to hunger). This was demonstrated by Byrne in 1959. The word "beef" was flashed for several, five millisecond intervals during a sixteen-minute movie to experimental subjects, while nothing was flashed to controlled subjects. Neither the experimental nor controlled subjects reported for a higher preference for beef sandwiches when given a list of five different foods, but the experimental subjects did rate themselves as hungrier than the controlled subjects when given a survey. If the subjects were flashed a whole sentence, the words would not be perceived and no effect would be expected.^[6]

In 1983, in five studies with 52 undergraduate and graduate students, found that although subliminally flashing and the masking the words affects the availability of conscious processing, it however has little affect on visual processing itself. This suggests that perceptual processing is an unconscious activity that proceeds to all levels of available and redescription analysis. For example if flashed the word "butter" the individual would be quicker to identify the word "bread" than an unrelated word such as "bottle."^[7]

Images

In 1991, Baldwin and others in two studies questioned whether priming individuals with images flashed for an instant may affect experiences of self. In the first study flashed images of the scowling face of their faculty adviser or an approving face of another before graduate students evaluated their own research ideas. In the second study, participants who were Catholic were asked to evaluate themselves after being flashed a disapproving face of the Pope or another unfamiliar face. In both studies the self-ratings were lower after the presentation of a disapproving face with personal significance, however in the second study there was no effect if the disapproving face were unfamiliar.^[8]

In 1992, Krosnick and others in two studies with 162 undergraduates demonstrated that attitudes can develop without being aware of its antecedents. Individuals viewed nine slides of people performing familiar daily activities after being exposed to either an emotionally positive scene, such as a romantic couple or kittens, or an emotionally negative scene, such as a werewolf or a dead body between each slide. After exposure from which the individuals consciously perceived as a flash of light, the participants gave more positive personality traits to those people whose slides were associated with a emotionally positive scene and vice-versa. Despite the statistical difference, the subliminal messages had less of an impact on judgment than the slide's inherent level of physical attractiveness.^[9] In order to determine whether these images affect an individual's evaluation of novel stimuli, unfamiliar Chinese characters, a study was conducted in 1993 which produced in similar results.^[10]

In 1998, Bar and Biederman questioned whether an image flashed briefly would prime an individual's response. An image was flashed for 47 milliseconds and then a mask would interrupt the processing. Following the first presentation only one in seven individuals could identify the image, while after the second presentation fifteen and twenty minutes later one in three could identify the image.^[11]

In 2004, in two studies 13 white individuals were exposed to either white or black faces, flashed either subliminally for 30 milliseconds or supraliminally for over half a second. Individuals showed greater fusiform gyrus and amygdala response to black faces than white, suggesting that the great amount of facial processing may be associated with a greater emotional response.^[12]

In a 2005 study, individuals were exposed to subliminal image flashed 16.7 milliseconds that could signal a potential threat and again with a supraliminal image flashed for half a second. Individuals showed greater individuals showed amygdala activity, although right amygdala showed greater response to subliminal fear and the left amygdala showed greater response to supraliminal fear. Furthermore supraliminal fear showed more sustained cortical activity, suggesting that subliminal fear may not entail conscious surveillance while supraliminal fear entails higher-order processing.^[13]

In 2007, it was shown that subliminal exposure to the Israeli flag had a moderating effect on the political opinions and voting behaviors of Israeli volunteers. This effect was not present when a jumbled picture of the flag was subliminally shown.^[14]

Audio

The manpage for the popular sound program SoX pokes fun at subliminal messages. The description of the "reverse" option says "Included for finding satanic subliminals."

Backmasking, an audio technique in which sounds are recorded backwards onto a track that is meant to be played forwards, produces messages that sound like gibberish to the conscious mind. Gary Greenwald, a fundamentalist Christian preacher, claims that these messages can be heard subliminally, and can induce listeners towards, in the case of rock music, sex and drug use.^[3] However, this is not generally accepted as fact.^[15]

Following the 1950s subliminal message panic, many businesses have sprung up purporting to offer helpful subliminal audio tapes that supposedly improve the health of the listener. However, there is no evidence for the claimed effects of such tapes.^[16]

The most extensive study of therapeutic effectiveness of subliminal audiotapes was conducted to see if the self-esteem audiotapes would raise self-esteem. 237 volunteers were provided with tapes of three manufacturers and completed post tests after one month of use. The study showed clearly that subliminal audiotapes made to boost self-esteem did not produce effects associated with subliminal content within one month’s use.^[17]

History

Origins

The director of Yale Psychology laboratory Ph.D. E. W. Scripture published The New Psychology in 1897 (The Walter Scott Ltd, London), which described the basic principles of subliminal messages.^[18]

In 1900, Knight Dunlap, an American professor of psychology, flashed an "imperceptible shadow" to subjects while showing them a Müller-Lyer illusion containing two lines with pointed arrows at both ends which create an illusion of different lengths. Dunlap claimed that the shadow influenced his subjects subliminally in their judgment of the lengths of the lines.

Although these results were not verified in a scientific study, American psychologist Harry Levi Hollingworth reported in an advertising textbook that such subliminal messages could be used by advertisers.^[19]

During World War II, the tachistoscope, an instrument which projects pictures for an extremely brief period, was used to train soldiers to recognize enemy airplanes.^[18] Today the tachistoscope is used to increase reading speed or to test sight.^[20]

1950-1970

In 1957, market researcher James Vicary claimed that quickly flashing messages on a movie screen, in Fort Lee, New Jersey, had influenced people to purchase more food and drinks. Vicary coined the term subliminal advertising and formed the Subliminal Projection Company based on a six-week test. Vicary claimed that during the presentation of the movie Picnic he used a tachistoscope to project the words "Drink Coca-Cola" and "Hungry? Eat popcorn" for 1/3000 of a second at five-second intervals. Vicary asserted that during the test, sales of popcorn and Coke in that New Jersey theater increased 57.8 percent and 18.1 percent respectively.^[18][21]

However, in 1962 Vicary admitted to lying about the experiment and falsifying the results, the story itself being a marketing ploy.^[22][23] An identical experiment conducted by Dr. Henry Link showed no increase in cola or popcorn sales.^[21] A trip to Fort Lee, where the first experiment was alleged to have taken place, would have shown straight away that the small cinema there couldn't possibly have had 45,699 visitors through its doors in the space of 6 weeks. This has led people to believe that Vicary actually did not conduct his experiment at all.^[21]

However, before Vicary's confession, his claims were promoted in Vance Packard's book The Hidden Persuaders,^[24] and led to a public outcry, and to many conspiracy theories of governments and cults using the technique to their advantage.^[25] The practice of subliminal advertising was subsequently banned in the United Kingdom and Australia,^[19] and by American networks and the National Association of Broadcasters in 1958.^[21]

But in 1958, Vicary conducted a television test in which he flashed the message "telephone now" hundreds of times during a Canadian Broadcasting Corporation program, and found no noticeable increase in telephone calls.^[18]

1970-2000

In 1973, commercials in the United States and Canada for the game Hūsker Dū? flashed the message "Get it".^[24] During the same year, Wilson Bryan Key's book Subliminal Seduction claimed that subliminal techniques were widely used in advertising.^[21] Public concern was sufficient to cause the FCC to hold hearings in 1974. The hearings resulted in an FCC policy statement stating that subliminal advertising was "contrary to the public interest" and "intended to be deceptive".^[21] Subliminal advertising was also banned in Canada following the broadcasting of Hūsker Dū? ads there.^[18]

The December 16, 1973 episode of Columbo titled "Double Exposure", is based on subliminal messaging: it is used by the murderer, Dr. Bart Keppler, a motivational research specialist, played by Robert Culp, to lure his victim out of his seat during the viewing of a promotional film and by Lt. Columbo to bring Keppler back to the crime scene and incriminate him. Lt. Columbo is shown how subliminal cuts work in a scene mirroring James Vicary's experiment.^[26][27]

In 1978, Wichita, Kansas TV station KAKE-TV received special permission from the police to place a subliminal message in a report on the BTK Killer (Bind, Torture, Kill) in an effort to get him to turn himself in. The subliminal message included the text "Now call the chief," as well as a pair of glasses. The glasses were included because when BTK murdered Nancy Fox, there was a pair of glasses lying upside down on her dresser; police felt that seeing the glasses might stir up remorse in the killer. The attempt was unsuccessful, and police reported no increased volume of calls afterward.^[28]

A study conducted by the United Nations concluded that "the cultural implications of subliminal indoctrination is a major threat to human rights throughout the world."^[29]

Campaigners have suggested subliminal messages appear in music. In 1985, two young men, James Vance and Raymond Belknap, attempted suicide. At the time of the shootings, Belknap died instantly. Vance was severely injured and survived. Their families were convinced it was because of a British rock band, Judas Priest. The families claimed subliminal messages told listeners to "do it" in the song "Better by You, Better Than Me". The case was taken to court and the families sought more than US$6 million in damages. The judge, Jerry Carr Whitehead said that freedom of speech protections would not apply to subliminal messages. He said he was not convinced the hidden messages actually existed on the album, but left the argument to attorneys.^[30] The suit was eventually dismissed. In turn, he ruled it probably would not have been perceived without the "power of suggestion" or the young men would not have done it unless they really intended to.^[31]

In 1985, Dr. Joe Stuessy testified to the United States Senate at the Parents Music Resource Center hearings that:

Stuessy's written testimony stated that:

A few months after Judas Priest's acquittal, Michael Waller, the son of a Georgia minister, shot himself in the head while supposedly listening to Ozzy Osbourne's song Suicide Solution (despite the fact that the song Suicide Solution was not on the record [Ozzy Osbourne's Speak Of The Devil] found playing in his room when his suicide was discovered). His parents claimed that subliminal messages may have influenced his actions. The judge in that trial granted the summary judgment because the plaintiffs could not show that there was any subliminal material on the record. He noted, however, that if the plaintiffs had shown that subliminal content was present, the messages would not have received protection under the First Amendment because subliminal messages are, in principle, false, misleading or extremely limited in their social value (Waller v. Osbourne 1991). Justice Whitehead's ruling in the Judas Priest trial was cited to support his position.^[34]

2000-Present

During the 2000 U.S. presidential campaign, a television ad campaigning for Republican candidate George W. Bush showed words (and parts thereof) scaling from the foreground to the background on a television screen. When the word BUREAUCRATS flashed on the screen, one frame showed only the last part, RATS.^[35][36] The FCC looked into the matter,^[37] but no penalties were ever assessed in the case.^{[citation needed]}

A McDonald's logo appeared for one frame during the Food Network's Iron Chef America series on 2007-01-27, leading to claims that this was an instance of subliminal advertising. The Food Network replied that it was simply a glitch.^[38]

On November 7, 2007, Network Ten Australia's broadcast of the ARIA Awards was called out for using subliminal advertising in an exposé by the Media Watch program on the ABC (Australian Broadcasting Corporation).^[39]

In February 2007, it was discovered that 87 Konami slot machines in Ontario (OLG) casinos displayed a brief winning hand image before the game would begin. Government officials worried that the image subliminally persuaded gamblers to continue gambling; the company claimed that the image was a coding error. The machines were removed pending a fix by Konami.^[40]

In 2007, to mark the 50th anniversary of James Vicary's original experiment, it was recreated at the International Brand Marketing Conference MARKA 2007. As part of the "Hypnosis, subconscious triggers and branding" presentation 1,400 delegates watched part the opening credits of the film PICNIC that was used in the original experiment. They were exposed to 30 subliminal cuts over a 90 second period. When asked to choose one of two fictions brands, Delta and Theta, 81% of the delegates picked the brand suggested by the subliminal cuts, Delta.^[2]

References

Further reading

External links