Subliminal messaging in ads was first introduced as a concept by James Vickery, and then by Vance Packard in his book from 1952, The Hidden Persuaders, which claimed that Coca-Cola had used subliminal advertising in cinemas to drive sales of drinks and popcorn. So, a subliminal message is one that’s bypassing your conscious mind, but being picked up by your subconscious.
There’s no formal agreement on how fast the subconscious mind is, but scientists posit that it can process up to 500,000 times more than the conscious mind is able to. So that’s the amount of ‘bandwidth’ you have for paying conscious attention to at any given time. The human body sends around 11 million bits per second to the brain for processing its capacity has been estimated by the researcher Mihaly Csikszentmihalyi and by Bell Labs engineer Robert Lucky at 120 bits per second. As the subconscious, or unintentional aspect of your mind represents around 90% of your total brain function, it’s clearly way more powerful than your conscious mind when it comes to processing information. You can picture your subconscious mind in the same way as an iceberg, with far more of its mass below the surface than above. Subliminal messages are below the threshold of conscious perception. They’re often put into songs, films or adverts, as they can be used to enhance the persuasiveness of something – or convey something else entirely. A subliminal message is an audio or visual stimuli that’s not perceived by your conscious mind.
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Unfortunately, they and their creators are much more ‘interested in us’, than we are in them. This paper investigates not so much the 'why'-part, rather the 'if' part: Do global advertising agencies and their clients really employ an intensive usage of subliminal effects in political campaigns, advertisement, movies and even cartoons? It is rather ambitious task to give an ultimate answer to that question, but the paper empirically proves that there are much more subliminal messages in the public space, than we suppose. However, that is a question for a consequent paper. Is such dissemination profit-driven or a consequence of some 'dark conspiracy' plot? It would be paranoid to presume that there is some kind of global conspiracy that coordinates their usage and most probably the subliminal messaging is just a tool for increasing profits. I argue that subliminal messages are not so innocent and that despite their mass usage, they have not received enough public and scientific attention. Public space is bombarded by subliminal messages.
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