Subliminal effects questioned

Press, 21 February 1987, Page 13

Subliminal effects questioned

PA Hamilton Audio tapes and advertisements containing hidden or subliminal messages are unlikely to make people buy a certain product or cure bad habits, says a medical journal article. A variety of subliminal (below the threshhoid of consciousness) audio tape programmes has recently been marketed in New Zealand, says the article’s author, Mr B. J.- Kirkwood, of the University of Auckland’s psychology department. “These programmes claim to eliminate undesirable habits such as tobacco smoking or overeating. They also promise, among other things, to eliminate irrational fears, sleeplessness and enhance self-confidence. “This is said to be brought about by subliminal messages which are masked behind soothing music or the sounds of waves upon the shore.

“It is Claimed that behaviour changes without the client experiencing stress or even being aware of the suggestions for change,” the author says.

Subliminal . perception came to the public’s attention when Parliament discussed the possible effects of images allegedly planted in printed ad-

vertisements. It was claimed that small images of skulls and human genitalia had been camouflaged in illustrations in liquor advertisements. There was concern that such covert images would arouse emotional responses that could trigger alcoholic episodes in some predisposed individuals, the article says. “Such strong claims for the hidden persuasive power of subliminal perception have captured the attention of the' general public, administrators and professionals both here and overseas.”

Clearly, the article says, it was impossible to guarantee that a particular signal would be subliminal for all people. It was also clear that in any set of trials a person would respond occasionally to signals that were below threshhoid, and sometimes fail to respond to signals above the threshold.

Subliminal perception became a focus of public concern after an attempt at commercial exploitation of the effect in 1957.

Charges and countercharges about the claims reached the United States Congress. The consequence was the formulation of legislation and codes of practice banning

the use of subliminal techniques in advertising in many countries, /’ "In New Zealand, the Broadcasting Corporation explicity forbids the use of subliminal techniques. Such regulations implicitly assume that subliminal messages are potent persuaders,” the article says. In the controversial issue of liquor and cigar- < ette advertisements it was < a moot point whether i emotionally potent images had been deliberately i drawn into swirling pat- j terns of smoke or flowing i

liquia or whether these images were abstracted from random patterns by the process of psychological projection. .: “In any event research shows that reformers would do better concerning themselves with the overt message , of liquor and cigarette advertisements which are clearly Intended to attract new consumers and encourage consumption generally,” the article says, r ' Researchers also say that subliminal audio tape programmes are of little use, the author says. One

researcher says claims such as subliminal speech resulting ih,<w«ght 71087 j stopping smoking, reducing stress, reducing pain or increased sexual pleasure, are without any foundation in reliable data. "... here is no reason to expect subliminal audio tape programmes to bring about the behavioural changes they promise. “By the same token, fears of mind control by subliminal persuasion seem groundless,” the article concluded.