Misplaced paranoia over subliminal advertising: what's the big uproar this time?

Abstract

Purpose

The purpose of this article is to revisit the concept of subliminal advertising as a response to August Bullock's recent book The Secret Sales Pitch: An Overview of Subliminal Advertising.

Design/methodology/approach

Citing published research and using Bullock's own words, this article refutes Bullocks viewpoint of subliminal advertising.

Findings

The article finds that Bullock's book is based on his personal interpretation while he ignores research that refutes his claims.

Practical implications

The concept of subliminal advertising cannot be substantiated by only opinion, and research does not support the concept.

Originality/value

The article questions this newest view of subliminal advertising and reminds marketers, advertisers, and consumers of subliminal advertising being an invalid concept.

Citation

Broyles, S.J. (2006), "Misplaced paranoia over subliminal advertising: what's the big uproar this time?", Journal of Consumer Marketing, Vol. 23 No. 6, pp. 312-313. https://doi.org/10.1108/07363760610701841