The Power of Subliminal Messages

Subliminal messages are messages directed at the subconscious mind, usually flashed on a television or movie screen at a rate too quick to be consciously perceived. Numerous studies have been conducted to determine exactly how the subconscious mind responds to such tactics; with surprising results.

In the 1950s, market researchers claimed to have flashed messages on a movie screen to induce viewers to purchase food and drinks. These researchers claimed that the messages, “Drink Coca Cola” and “Eat Popcorn,” were responsible for increasing concession sales during the movie. Amid a growing hysteria regarding mind control, these claims were subsequently found to be false.

Psychologists have continued studying subliminal massaging and have found that in order for the brain to be affected by a message, it must have a reason to react to the message in the first place. In a study involving Lipton Ice Tea, a group of participants were divided into two groups. One group witnessed the message “Lipton Ice Tea” flashed on a computer screen. The other group did not receive the same message. The study found that in the first group, only those who were thirsty wanted a drink, and the drink they wanted was a Lipton Ice Tea. The non-thirsty members of the group had no reason to respond to the subliminal message.

In 1959, a study involving the word “Beef” was flashed at millisecond intervals to a control group, while another group received no message. Neither group expressed an increased desire for beef, but the group that received the subliminal message rated itself as being hungrier than the other group. This particular subliminal message appears to have been internalized to stimulate hunger.

In a study conducted at the UCL Institute of Cognitive Neuroscience, it was concluded that subjects who were involved in performing difficult tasks while being subjected to subliminal messages were less likely to respond than subjects who were completing simpler tasks. The conclusion was that the subjects had to pay a certain amount of cognitive attention to the screen for the subliminal message to reach the subconscious. This study challenged the previous belief that the brain responds automatically to perceived messages.

A recent study performed by Professor Nilli Lavie of UCL found that subjects reacted more strongly to negative messages than they did to positive or neutral messages. The brain responded more positively to subliminal messages regarding dangerous situations than to neutral situations. This may be the result of a human’s psychological attempt at self-preservation and the need to recognize danger in the environment.

A positive consequence of Professor’s Lavie’s study may lead to road signs reading “Speed Kills” instead of “Drive Safely,” which may reduce accidents on roadways. The subliminal message on the first sign may be more readily perceived by passing drivers than the second message.

In addition to researchers, advertisers have made use of the brain’s response to negative messages. For instance, studies have shown that ads filled with negative information about a competitor are more effective than ads making positive statements about the advertiser. These findings involve many ethical questions and implications, but the power of subliminal messages in undeniable.