FREE ESSAY ON SUBLIMINAL MESSAGES

SUBLIMINAL MESSAGES

Have you ever seen or heard a commercial and then suddenly had an urge for something? Your
urge may have been the result of subliminal messaging. Subliminal messaging can be
defined as a technique of projecting information below an individual's threshold of
sensation or awareness (The Subliminal Scares: FCC Information Bulletin on Subliminals
1). These messages were everywhere from radio broadcasts to Disney movies to commercials.
In 1958, a survey taken by Ralph Hauber showed that out of 42 people interviewed: 50
percent thought of subliminal messages to be unethical and 50 percent thought of them as
unethical (The Subliminal Scares: Hidden Persuasion 4). I feel that these messages are
extremely unethical and the messages are taking away people's privacy.
The man responsible for inventing subliminals is James Vicary. This man used social
science and psychology to develop a new method to promote sales. It took a lot of in
depth research and patience to develop a new way of advertising, but Vicary developed a
method no one will ever forget (The Subliminal Scares: Hidden Persuasion 1-2).
In 1957, Vicary announced that he had designed a subliminal projection machine, which was
capable of flashing unnoticeable messages during big-screen movies (The Subliminal
Scares: Hidden Persuasion 2). When people were introduced to these unnoticeable messages
they all basically asked the same question: What's the point? Why advertise something
when you can't see what it is? The point is very simple. Let's say that the subliminal
message, Eat nachos, is flashed during a movie you are watching. You may not have wanted
nachos before, but now you have a sudden craving for them. Since it was a subliminal
message you were not able to see it. However, you subconsciously read the message. This
method may be useful to advertisers, but it is harmful to the viewers of the ad. 
The very first experiment using subliminals took place in Fort Lee, New Jersey in 1956.
It took place in a movie theater during the movie Picnic.  The words 'Drink Coca-Cola'
and 'Hungry? Buy popcorn' were flashed periodically using Vicary's machine. As a result,
there was an increase of 18 percent in the sales of Coca-Cola and a 58 percent increase
in popcorn (The Subliminal Scares: Hidden Persuasion 3). The results of this experiment
baffled millions of people, but this technique, they thought was assaulting people's
minds. As you can see, right from the start, this method was controversial. 
After the Fort Lee experiment, many other people wanted to try this subliminal
advertising. In 1958, many radio stations began experimenting with it. One particular
radio station, WAAF - Chicago, tried to use a subliminal during a song. The disc jockeys
pre-recorded barely audible phrases designated as 'Phantom spots.' These phrases were
faded under musical recordings or dropped into pauses in the DJs' dialogue in quick low
voices (The Subliminal Scares: FCC Information Bulletin 4). This experiment failed
because listeners heard the phrases. 
The experiments didn't stop at movie theaters and radio stations. Television programs
also ran a series of subliminal experiments. A television station, BBC-TV in England, was
the first to use a subliminal message during a regular broadcast. After the program was
over, viewers were asked to report whether they noticed anything unusual. Of the
relatively few who responded, only a small percentage correctly identified the message
(The Subliminal Scares: FCC Information Bulletin 3). 
As people were seeing more and more tests being done, they became more and more
concerned. Most people had the same opinion: it was a sneaky advertising device used to
influence audiences to react, in a manner contrary to their normal likes and dislikes, to
information that they could not 'see' or 'hear' (The Subliminal Scares: FCC Information
Bulletin 1). United States Representative William L Dawson made an attempt to persuade
the FCC to request that all radio and television stations to stop using subliminals.
However, the FCC didn't see it necessary to forbid them. In fact, the FCC referred to
Section 326 of the Communications Act. The section states,  The FCC is prohibited from
censoring broadcast material, including advertising (The Subliminal Scares: FCC
Information Bulletin 4).
After much concern and many attempts, some progress was eventually made. At a convention
of the National Association of Broadcasters in 1958, the broadcasters had made some
changes to the NAB Broadcasting Code. The new and improved code states: Any technique
whereby an attempt is made to convey information to the listener by transmitted messages
below the threshold of normal awareness is not prohibited (The Subliminal Scares: FCC
Information Bulletin 7).
Although this was passed, some people were still not satisfied. Representatives Wright
and Hosmer took an extra step to outlaw the use of subliminal messages. On March 12,
1958, they proposed Bills HR. 10820 and 11363. These bills would make the use of
subliminal messaging illegal. Although the bills were taken to the House Committee on
Interstate and Foreign Commerce, no hearings were held. These bills were not even taken
into consideration by the people needed to stop the subliminal messaging. Right now the
only restriction on using subliminals is the amended NAB Broadcasting Code. (The
Subliminal Scares: FCC Information Bulletin on Subliminals 7)
Passing the NAB Broadcasting Code most likely made and continues to make people feel
better about advertising. They can put aside the fear of being manipulated into buying
things. How does advertising businesses feel about the restriction? They feel that they
do not need subliminals to be successful. Of course it would help, but overall they are
not worried. subliminal scare finally died down as we entered the 1980s. In the 1990s, a
new controversy arose: it was said that our children were being exposed to sexual
subliminal messages. Some of the most well known Disney movies have been accused of
incorporating sexual gestures into the popular cartoon movies. A conservative Christian
group by the name of the American Life League (ALL) studied the alleged sexual
subliminals. (The Subliminal Scares: Subliminal Survives 2).Disney movie amongst the
controversy was The Little Mermaid. On the cover of the videotape box, there appears to
be a picture of a penis on the sea castle. Although most children would probably not
notice, ALL was outraged. In one scene on the Little Mermaid, Arial and the Prince get
married. ALL noticed a suspected bulge on the priest that was said to be an erection.
Another Disney movie that ALL was disgusted with was The Lion King. When a character
plops onto the ground, a cloud of dust rises into the air and they say dust spells out
the word S-E-X. Even though the scene is only about two seconds long, the words are very
noticeable. In Aladdin, another Disney movie, a character was meant to say, Scat good
tiger, take off and go. Instead, ALL heard, Good teenagers, take of your clothes
(Subliminal Survives 2). ALL insists that these types of messages are corruptive to
children, however there has not been any legal action taken against the animators of the
Walt Disney Company, but many parents are disturbed by ALL's allegations. (The Subliminal
Scares: Subliminal Survives 2). 
Since then there have not been any reports of subliminals being used. But now the
question is: Have advertisers taken up another form of subliminal advertising? Is there
some sort of influential ads being displayed on the Internet? The new advertising
technique called profiling strongly resembles subliminal advertising. By using this
method, advertisers can watch what you do on the Internet. Then they try to promote
things that resemble what you like on each website you visit. This invaded people's
privacy just like Vicary's subliminals in 1956. They were unethical before and profiling
is following in its footsteps. (Academic Universe: Profiling 1-3).
Vicary's controversial method of subliminal messaging has made people aware that they can
be influenced by anyone at any time. Even our children were in danger of being influenced
by these messages. At least there were some measures taken, in order to protect us from
being manipulated by these messages. I don't feel that there was enough emphasis on the
method. I believe that if things were taken care of in 1958, we wouldn't be facing the
profiling problem today. Whether it is embedded messages in commercials and television
shows or Internet profiling, advertisers should not manipulate people. It is important
that people recognize the techniques that people may be using to make us think a certain
way. Subliminal messages are unethical and they are unnecessary. 
Bibliography
people may be using to make us think a certain way. Subliminal messages are unethical and
they are unnecessary.