"The Effects of Subliminal Messaging on the Conscious Mind."

ABSTRACT

"The Effects of Subliminal Messaging on the Conscious Mind." Malinda Briggs (Moore High School, Moore, OK). Three groups of subjects were tested concerning the influence of subliminal messages. One group was exposed to the word "red" imbedded several times within a video. Another group viewed a video containing several fraction-of-a-second red flashes. A control group viewed a video with no subliminal messages. After viewing a video, each subject was asked to choose between three colors of pens (red, black, blue) to fill out a questionnaire. In the first group, 37% chose a red pen; in the second group, 47% percent chose a red pen; in the control group, 24% percent chose a red pen. The data suggested that the subliminal messages affected the decisions of those subject to it.

INTRODUCTION

"Getting messages across to audiences that don’t fully realize they are receiving them is as old as the subliminal spots for popcorn and soda that advertisers flashed on movie screens in the 1950’s" (5).

Subliminal messaging is a process by which visual or auditory persuasives are hidden amidst other information such that the subconscious mind is aware of the message, but the conscience self is not. Thus, in a way, subliminal messaging is the "message behind the message." No doubt, many people believe subliminal messages not only exist, but also constantly happen around us and affect everyday decisions. This experiment is designed to test the accuracy of this belief.

Perhaps the most widespread theory is that subliminal messaging exists and has existed in advertising for many years. It is suggested that advertisers plant hidden words or pictures during commercials in order to persuade consumers to by their product. For example, it is suggested that movie theaters have flashed frames of film containing pictures of popcorn and soda during previews in order to entice customers to buy refreshments. As Vance Packard, author of The Hidden Persuaders, puts it, "Typically these efforts take place beneath our level of awareness; so that the appeals which move us are often, in a sense, ‘hidden’" (3). These frames pass so quickly they are unnoticeable to the naked eye, but theoretically register in the subconscious mind.

Another type of subliminal messaging uses auditory messages to reach a listener. Messages can be placed in the background of a song or recording with the intent of reaching the sub-conscience. In many grocery stores, messages such as "I am honest" or "I do not steal" are planted behind music playing throughout the store in order to discourage shoplifting. In 1985, a case came to trial that accused a heavy-metal rock band of planting subliminal messages behind music that eventually led to the death of one man and the severe injury of another. The judge in this case disqualified the band and CBS Records from first amendment protection claiming that "they (subliminal messages) reach a listener without his knowledge and invade his privacy" (4).

The question at hand is "does subliminal messaging have any effect upon the decisions of the conscious mind?" This issue has been approached several times before. In example, the message "Mommy and I are one"—a message that supposedly "…affects the widespread need for closeness with the mother figure" (1)—has been utilized several times in experimental testing of subliminal messaging. Students exposed to this message averaged approximately nine percent higher on an examination than students exposed to a neutral message, supporting the influential capabilities of subliminal messaging (1). Certain messages have been exposed to students in attempt to increase math scores with the results that "…mathematics scores for the students [exposed to positive subliminal messages] improved 17% relative to students in the control group {exposed to a neutral message]" (1). Subliminal messages have even been tested in an attempt to help people quit smoking yielding results in favor of the influence of subliminal messaging—"Significantly more of those who had received the active tape [containing subliminal suggestions to quit smoking] had stopped or reduced their smoking" (2). However, although many experiments have pointed to the fact that subliminal messaging does influence a patient, still many other tests have concluded exactly the opposite.

It is important to determine whether or not subliminal messages have any impact upon people, considering the fact that subliminal messaging in advertising, not to mention political campaigns, could sway a consumer’s or a citizen’s decisions. In my experiment, subjects will be asked to view a video in which they will be exposed to a harmless subliminal message, and the effect of this message will be determined by a decision made shortly after by the subject. From the results of the subjects’ choices, one might conclude what if any influence this message had upon its viewers.

MATERIALS AND METHODS

In this experiment, subjects were tested in three groups. Video group #1 was asked to view a film containing the word red imbedded several times throughout the video. In video group #2, subjects viewed a video containing several fraction-of-a-second frames of red. These videos were hard to obtain and after a failed attempt with a private company, channel 5 and 9 offered to make the videos for the experiment. Video group #3 was the control group and viewed a film containing no subliminal message. After each viewing, every person was asked to choose from a jar of fifteen pens, containing five each of three colors—red, blue, and black—and fill out a questionnaire not pertaining to the video. Judging from what color of pen the subject chooses, one could conclude the influence of the message over the subject.

RESULTS

In video group #1, eighteen subjects chose a blue pen, fifteen subjects chose a red pen, and eight subjects chose a black pen.

In video group #2, fifteen subjects chose a blue pen, twenty subjects chose a red pen, and seven subjects chose a black pen.

In the control group, nineteen subjects chose a blue pen, ten subjects chose a red pen, and thirteen subjects chose a black pen.

DISCUSSION

As one can see from the experimental results, the decisions of those groups exposed to a subliminal message vary greatly from the control group. Video group #1 viewed the video containing the word red imbedded within several frames throughout the film. Approximately thirty-seven percent of subjects chose the red pen over blue and black. Although the color blue was chosen most frequently, together blue and black only compose about sixty percent of the subjects’ choices while the color red composes close to forty percent. In video group #2, subjects watched a film containing several frames of red imbedded throughout the video. While fifteen people chose a blue pen and only seven chose black, twenty people chose the color red alone, composing forty-seven percent of the subjects’ decisions. Alone, these results may not seem significant; however, in comparison to the control, these statistics differ greatly. In the control group, where no subliminal message was exposed to viewers, only twenty-four percent of subjects chose the red pen over black and blue. Even any person choosing one of the three colors of pens at random has approximately a thirty-three percent chance of picking red, as opposed to the forty-seven and thirty-seven percent ratios in those groups exposed to messages.

CONCLUSIONS AND RECOMMENDATIONS

In past experiments concerning subliminal messages, results have been sketchy and inconclusive. While some experiments have yielded results in favor of the influence of subliminal messages, others have found the messages to have no impact on test subjects. In this experiment, the results of those groups exposed to a subliminal message may not seem considerable; however, in comparison to the control group where no subliminal message was exposed to the viewers, the difference of the subject’s decisions and preferences is astounding. According to the results found through this experiment, one can conclude that the subliminal message—in short urging the subject to prefer the color red—influenced its viewers and their decisions.

In light of this and other experiments yielding results in favor of the direct influence of subliminal messaging over behaviors and decisions, it is important to consider regulating this field of science. For instance, consumers may be persuaded by this technique to buy products they may neither want nor need, and even political campaigns can be affected by subliminal messages designed to sway constituents’ votes. It is important to further study into the field of subliminal messaging so as to more emphatically determine its affects on those subject to it; likewise, it is equally important to regulate this procedure in fields such as advertising and politics where a person’s mind can be invaded without his/her consent.

REFERENCES

Hudesman, John, Warren Page, and Jussi Rautiainen. Use of Subliminal Stimulation to Enhance Learning Mathematics. Perceptual and Motor Skills. May 1992: 1219-1224.

Hughes JA, Sanders LD, Dunne JA, Tarpey J, Vickers MD. "Reducing Smoking. The Effect of Suggestion During General Anaestesia on Postoperative Smoking Habits." Anaesthesia. Feb 1994; 49(2): 126-128.

Packard, Vance. The Hidden Persuaders. David McKay Company, Inc. New York, 1957.

"Subliminal Messaging." Time Magazine. CD-ROM. Time magazine and Compact Publishing, Inc.,; 1994. "Did the Music Say Do It?" 1990.

"Subliminal Messaging." Time magazine. CD-ROM. Time Magazine and Compact Publishing, Inc.; 1994. "Will Teens Buy It?" 1994.

 

 

ACKNOWLEDGEMENTS

Thanks to Mrs. Patton for helping and supporting me throughout this experiment. My appreciation goes out to Channel 5 and Channel 9 for donating their time and equipment to make the videos used in this experiment. Many thanks to Mrs. Patton’s 2^nd, 3^rd, 5^th, and 7^th hours, Mrs. Robins’ 6^th hour, Mrs. Butcher’s 6^th and 7^th hours, Mrs. Richardson’s 7^th hour, and the 6^th hour anatomy class for participating in the experiment. My gratitude goes out to Mrs. Patton’s science seminar class, and the students in it. A special thanks to my family for helping me with proof-reading, putting boards together, the computer, etc.