Reklama podprogowa – istota, mity, zagrożenia

Szymon  Smolarek

Titles

Abstract

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.

Keywords

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

References

Bibliografia

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Information

Information: Media Management, 2013, Volume 1, Issue 3, pp. 167-181

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

Article type: Original article

Titles:

Polish:

Reklama podprogowa – istota, mity, zagrożenia

English:

Reklama podprogowa – istota, mity, zagrożenia

Authors

Szymon Smolarek

University of Opole, pl. Kopernika 11a, 45-040 Opole, Poland

Published at: 2013

Article status: Open

Licence: None

Percentage share of authors:

Szymon Smolarek (Author) - 100%

Article corrections:

-

Publication languages:

Polish

View count: 3529

Number of downloads: 6014

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