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Subliminal Advertising Literature Review

1137 Words5 Pages

Literature Review
RO1: To identify some of the impacts of subliminal messages in advertising. Previous research has provided some evidences for the impacts of subliminal messages in advertising. The impacts of the subliminal messages in advertising are varies by their focuses of their studies. Michaelides (2005) has conducted a research to identify the messages that are being sent through the advertisements in women’s fashion magazines, which also aims to find out the regularity of those messages being sent (p. 5). According to the result, it is shown that high percentage of advertisements in popular women’s magazine could be affective to a women’s body image and the way women generally being perceived (Michaelides, 2005, p. 12). Michaelides …show more content…

The research should focus on the study of impacts of subliminal advertising and brand perception. This part of research should explore more on the brand perception.

RO4: To find out the ethical issues of subliminal advertising. Ethical issue is always an open question for the advertising industry. And the debate of whether subliminal advertising is ethical can be said as the most controversial one. From the findings, there are yes and no for the answer of this issue. The research done by Fatima and Kumar (2011) has concluded to have most of the people agree that marketers are right in the way of targeting their products to the audience; 30% of the group agrees that it is ethical for them to send subliminal messages; 10% of the respondents that thinks that they are doing unethical things; and 10% have the same perception for all the advertisements (p. 3). Whereas the other study found that subliminal advertising is unethical. Butt, Ahmed and Ali (2009) found that subliminal advertising is unethical, as it has something to do with the unconscious receptor cells of consumer 's mind (p. 18). The fact that it is banned in many countries has even stressed out its ethical practice (Butt, Ahmed & Ali, 2009, p.

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