Reklama podprogowa – istota, mity, zagrożenia

Szymon  Smolarek

Tytuły

Abstrakt

Subliminal advertising – essence, myths, threats

The aim of this research is to examine in detail the essence of subliminal advertising; attempt to separate the facts from the myths; and to look for the answer on two question: Does modern subliminal advertising may affect the human subconscious? Does modern subliminal advertising is any threat to humans? Author tried resolve that problems by analyzing the history of subliminal advertising. After that study he came to conclusion that the effect of subliminal advert will depend on the perception of the definition subliminal advertising. If you recognize that subliminal advertising is only subliminal stimuli, used deliberately, for marketing purposes, it should be noted that its effectiveness is rather a myth. Numerous constraints and difficulties, causes that using them for marketing purposes is unprofitable, and too risky for advertisers. If the subliminal advertisement considered as a symbol of an idea (to influence human behavior without their awareness) then it shall be defined as all the techniques that affect the subconscious mind (without detailing specific), used deliberately for marketing purposes. In this perspective, it can be concluded that subliminal advertising affects the human subconscious, although the impact is rather limited. And despite the many restrictions still poses a potential threat to consumers.

Subliminal advertising – essence, myths, threats

The aim of this research is to examine in detail the essence of subliminal advertising; attempt to separate the facts from the myths; and to look for the answer on two question: Does modern subliminal advertising may affect the human subconscious? Does modern subliminal advertising is any threat to humans? Author tried resolve that problems by analyzing the history of subliminal advertising. After that study he came to conclusion that the effect of subliminal advert will depend on the perception of the definition subliminal advertising. If you recognize that subliminal advertising is only subliminal stimuli, used deliberately, for marketing purposes, it should be noted that its effectiveness is rather a myth. Numerous constraints and difficulties, causes that using them for marketing purposes is unprofitable, and too risky for advertisers. If the subliminal advertisement considered as a symbol of an idea (to influence human behavior without their awareness) then it shall be defined as all the techniques that affect the subconscious mind (without detailing specific), used deliberately for marketing purposes. In this perspective, it can be concluded that subliminal advertising affects the human subconscious, although the impact is rather limited. And despite the many restrictions still poses a potential threat to consumers.

Słowa kluczowe

reklama podprogowa, bodźce podprogowe, J. Vicary, backmasking, W. B. Key, mity dotyczące reklamy podprogowej, podprogowe taśmy samopomocy, podprogowe torowanie, podprogowa perswazja

subliminal advertising, subliminal stimuli, J. Vicary, backmasking, W.B. Key, myths about subliminal advertising, subliminal self-help tapes, subliminal priming, subliminal persuasion

Bibliografia

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Chyłkiewicz J., Seks i papierowe ręczniki, „Newsweek”, 20.11.2010, http://www.newsweek.pl/wydania/1247/seks-i-papierowe-reczniki,68371,1,1 (30.05.2014).

Doliński D., Psychologia reklamy, Aida, Wrocław 1999.

Doliński D., Psychologiczne mechanizmy reklamy, GWP, Gdańsk 2003.

Flash Dance – Part 2, http://www.abc.net.au/mediawatch/transcripts/s2389916.htm (28.04.2014).

Gawin K., Przekaz podprogowy – prawda czy mit?, http://figeneration.pl/przekaz-podprogowy-prawda-czy-mit (29.05.2014).

Karremans J., Stroebe W., Claus J., Beyond Vicary’s Fantasies: The Impact of Subliminal Priming and Brand Choice, „Journal of Experimental Social Psychology”, 30.01.2006, http://www.werbepsychologie-uamr.de/files/literatur/02_Karremanns_Vicary_2006_Beyond-Vicary.pdf (30.05.2014).

Makowski M., Wpływanie na postawy przy użyciu stymulacji podprogowej. Raport z badań własnych nad wpływem subliminalnym przy użyciu techniki wideo, [w:] R. Garpiel, K. Leszczyńska (red.), Sztuka perswazji. Socjologiczne, psychologiczne i lingwistyczne aspekty komunikowania perswazyjnego, Nomos, Kraków 2004.

McLaren C., Subliminal Seduction: Did the Uproar over Subliminal Advertising Help the Ad Industry More Than It Harmed It?, „Stay Free!”, http://www.stayfreemagazine.org/archives/22/subliminal-advertising.html (28.05.2014).

Moore T.E., Scientific Consensus and Expert Testimony: Lessons from the Judas Priest Trial, „Skeptical Inquirer” 1996, t. 20 (6), http://www.csicop.org/si/show/scientific_consensus_and_expert_testimony (29.04.2014).

Nierenberg B., The Unethical (Subliminal) Advertising, [w:] Political Science Yearbook, Adam Marszałek, Toruń 2009.

Ohme R., Matukin M., Small Frog That Makes a Big difference, „IEEE Pulse”, May/June 2012, http://amcham.pl/Image/other/ieeepulse-asmallfrogthatmakesabigdifference.pdf (30.05.2014).

Ohme R., Pochwatko G., Błaszczak W., Wzbudzanie nieuświadomionego afektu za pomocą podprogowego poprzedzania, [w:] R. Ohme (red.), Nieuświadomiony afekt. Najnowsze odkrycia, GWP, Gdańsk 2007.

Pachla J., Reklama podprogowa to bzdury? Eksperci się kłócą, http://nauka.money.pl/reklama-podprogowa-to-bzdury-eksperci-sie-kloca-1-1011277.html (30.05.2014).

Pratkanis A.R., The Cargo-Cult Science of Subliminal Persuasion, „Skeptical Inquirer” 1992, t. 16 (3), http://www.csicop.org/si/show/cargo-cult_science_of_subliminal_persuasion (17.05.2014).

Rogers M., Subliminal Advertising: The Battle of the Popular versus the Scholarly Views, http://faculty.quinnipiac.edu/charm/CHARM%20proceedings/CHARM%20article%20archive%20pdf%20format/Volume%202%201985/69%20rogers.pdf (28.05.2014).

Ten Network Guilty of Subliminal Arias Advertising, 8.10.2008, http://www.theage.com.au/articles/2008/10/08/1223145433816.html (28.04.2014).

http://www.umich.edu/~onebook/pages/tablepages/history.html (29.05.2014).

Informacje

Informacje: Zarządzanie Mediami, 2013, Tom 1, Numer 3, s. 167 - 181

DOI: https://doi.org/10.4467/23540214ZM.13.011.2888

Typ artykułu: Oryginalny artykuł naukowy

Tytuły:

Polski:

Reklama podprogowa – istota, mity, zagrożenia

Angielski:

Reklama podprogowa – istota, mity, zagrożenia

Autorzy

Szymon Smolarek

Uniwersytet Opolski, pl. Kopernika 11a, 45-040 Opole, Polska

Publikacja: 2013

Status artykułu: Otwarte

Licencja: Żadna

Udział procentowy autorów:

Szymon Smolarek (Autor) - 100%

Korekty artykułu:

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Tytuły

Abstrakt

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Bibliografia

Informacje

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