The answer is no: A national survey of advertising industry

Despite advertising industry claims to the contrary, some 75% to 80% of the US population believes that advertisers engage in the practice of embedding images, words, or sounds in print, audio, or video advertising media to help sell their products. Scholars have researched advertisements with subli...

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Bibliographic Details
Published in:Journal of advertising research 1994-03, Vol.34 (2), p.36
Main Authors: Rogers, Martha, Seiler, Christine A
Format: Article
Language:English
Subjects:
Advertising
Advertising agencies
Advertising media
Consumers
Directors
Employment
Population
Psychological aspects
Smell
Statistical analysis
Studies
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Summary:Despite advertising industry claims to the contrary, some 75% to 80% of the US population believes that advertisers engage in the practice of embedding images, words, or sounds in print, audio, or video advertising media to help sell their products. Scholars have researched advertisements with subliminal embeds and their effects, and these studies have refuted the possibility of eliciting predictable responses that could be useful to marketers. Also, the advertising industry has denied the use of subliminal embeds. However, 2 limitations leave studies open to criticism by skeptics who believe in the use of subliminal advertising: limited sample and the climate of the advertising industry. An effort is made to determine whether advertising agencies, media production companies, or their clients in the US have developed and used subliminal advertising. Some 256 prospects responded to a survey of 750 advertising industry practitioners and their clients, and the results indicated that, even if it were effective, subliminal advertising is not used.
ISSN:0021-8499
1740-1909