Review article

Subliminal messages and techniques in the media

Zlatko Miliša
Gabrijela Nikolić

Abstract

Subliminal perception is actually an idea that it is possible to influence people’s thoughts, feelings, and behaviors through a variety of stimuli without conscious knowledge of the person it affects. There are 5 basic audiovisual techniques by which the subliminal or subconscious information can convey: figure-ground reversals, embedding, tachistoscopic displays, low-intensity light and low-volume sound and lighting and background sound. Subliminal advertising is a technique that exposes consumers to product images, brand names and other marketing stimuli, without the knowledge of the consumers. There are a number of studies dealing with the effects of subliminal stimuli, and many of these studies have shown that there are changes in feelings, beliefs, instincts, behavior, etc. The effects of subliminal stimuli have been confirmed in a number of measurable behaviors that range from short semantic effects to serious effects on the emotional life of the individual, his psyche and decision making. Perceptual defense mechanisms operate continuously to limit conscious perception and allow focus on what we are doing at a particular moment. There are eight mechanisms of perceptual defense or eight ways to hide information from ourselves to avoid anxiety, depression, confusion and perceptual overload. These defense mechanisms are changing our views of ourselves, our motives and human relations.

Keywords

subliminal perception; subliminal; symbolic systems; techniques; subliminal advertising; perceptual defense mechanisms

Hrčak ID:

106397

URI

https://hrcak.srce.hr/106397

Publication date:

19.7.2013.

Article data in other languages: croatian

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