Date of Defense





This paper provides an evaluation of the arguments and evidence advanced supporting and denying the effectiveness of various subliminal techniques used in advertising. These practices supposedly influence consumer behavior by subconsciously altering attitudes or preferences toward products. While researchers offer some marginal evidence of subliminal stimuli influencing like/dislike reactions, the marketing relevance of the evidence remains to be documented. This investigation examines the history, use, legality, and value of subliminal advertising to the marketer. A thorough discussion of each of these points is made with reference to documented sources. The intent of this paper is not to deny the existence of motives of which one may be unaware. The thesis is is simply that subliminal directives have not been shown to have the power ascribed to them by subliminal advertising advocates.

Access Setting

Honors Thesis-Open Access