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2006, vol. 30, iss. 2, pp. 265-277
Subliminal advertising

Keywords: subliminal advertising; stimulus; subconsciousness; perception; influence
From the time the term "subliminal advertising" appeared for the first time it hasn't stopped to occupy the attention of theoreticians as well as practitioners. It's true that the researches have been changing their direction during the years, that there have been existed the periods of a great noise as well as some calm periods, that some theories have been set out as well as refuted at the same time. It has been going on for more than four decades, but that question hasn't been definitely answered yet. This paper summarizes the results of psychological researches in connection with the subliminal perception, primarily in the context of economy advertising. Although the announcement that the advertisers may manipulate our behavior by embedding the hidden massages, has caused a great panic among people, so far there has been made a conclusion that conscious thinking organizes and leads the major aspects of our behavior, even its subconscious aspects. It is considered that subliminal stimuli are weak and temporary and although their influence on some aspects of behavior has been identified, their influence in the context of advertising, the brand choice among alternatives and consumption in general, hasn't been proved yet.
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article language: Serbian
document type: Review Paper
published in SCIndeks: 02/06/2007