Subliminal messages: Good or bad?

I was scanning the racks to pick a shampoo bottle in my neighbourhood departmental store, a couple of posters caught my attention. It said 'I am honest' and 'I am not a thief' in one of the Indian languages, Tamil. The text was printed in blue colour on plain white background.

Subliminal messages are the most powerful and effective way to reach the subconscious mind. In other words, it is a message designed to pass below the normal limits perception.

Doing some research on my behalf, I came across an interesting article in TIME magazine, titled 'Secret Voices' which had reported that 50 department stores in the U.S. and Canada had used their music system to broadcast subliminal anti-theft messages ('I am honest, I will not steal. If I do steal, I will be caught and sent to jail.') to reduced shoplifting and employee theft.

I am not sure how my neighbourhood store had come up with a similar idea - but in a different medium with a same message.

Meaning and history of subliminal

Now, let's look at etymology of the word 'subliminal'. The group of related words in Latin has been combined together to coin the word 'subliminal'.

Subliminal = sub + limin (limen) + al

• The prefix 'sub-' means 'under' or 'below' or 'beneath'
• The suffix '-al' means 'of the kind of' or 'pertaining to'.
• The middle term 'limin' means 'on the threshold' or 'at the outset'.

The Oxford English Dictionary defines the word 'subliminal' - of a stimulus or mental process - below the threshold of sensation and consciousness; perceived by or affecting someone's mind without their being aware of it.

Subliminal messages are secret messages; visual images or auditory phrases designed to bypass the rational mind and speak directly to the subconscious.

Although the term subliminal message is over two-hundred years old, it became popular in 1957 book entitled 'The Hidden Persuaders' by Vance Packard. This book detailed a study of movie theaters that supposedly used subliminal commands to increase the sales of popcorn and Coco-cola at their concession stands.

Different views

Do subliminal messages really affect the way we think? The answer depends on whom you ask.

Researchers have been studying about subliminal messages for decades. There are two things taken into account - subliminal perception and subliminal influence. The empirical evidence have proven that brain perceives the subliminal message that is hidden in an advertisement or a movie. However the debate over subliminal messages can influence human behaviour is still far from a settled issue.

Of the researchers by the name Ian Zimmerman mentioned in his article that subliminal messages create a nudge over what a person have been feeling or having in your mind or wanting to do already. He stated: ".... to be effective subliminal stimuli must appeal to current needs and goals."

Continuing with my research, I discovered another article which talked about another study resulted in findings that people are more attuned to negative subliminal messages than positive. It showed that not only are subliminal messages capable of getting through to an audience, but the more negative the subliminal message, the more likely it will be recalled. The results also said that the humans are programmed on a subconscious level to respond to stimulus containing a potential threat. But critics say that there is no evidence this would work outside a laboratory.

Is it hidden everywhere?

Human brains are in constant struggle due to the overload of information present in our environment. I cannot disagree that there are plenty of messages present underneath the surface. There is much more hidden behind than what we actually see or hear, which attracts the attention of our brain. Not only it gets registered in our grey matter, it evens get interpreted though we have no clue about it.

Some subliminal messages may be completely and originate naturally in our environment while others are intentionally embedded to influence us positively or negatively.

Even in our day-to-day lives, we send umpteen non-verbal messages that speak volumes. We convey more than what we really intend to. The way we dress, the way we carry ourselves, the way we sit, the way we walk and every visual pattern of ours sends a message to others.

Subliminal messages are among the subtlest forms of mass media persuasion. They are artificially implanted to make an impact on human brains - advertisements, television, music, video-games, bill boards, cartoons, self-help audio tapes, corporate logos and so on.

Good or bad?

I understand that subliminal messages can be good and bad. When used with the right intentions and techniques, subliminal message can help produce positive changes - like slipping non-drug messages, correcting bad habits, promoting tolerance, advocating self-help methods in commercials and public service announcements or even 'I am honest' on store's racks. But if it is used to influence the negative, especially consumer behaviour pattern and leave us as victims of subliminal advertising like relating to alcohol and sex appeal, the damage could be far more than we can imagine.

Many studies claim that subliminal messages are designed to target our subconscious mind, but only to a certain point and it can control our thought patterns only to a certain degree. The evidence documented was obtained only in highly contrived and artificial situations. So, the chances for the same effects of subliminal stimuli on our minds in real-life situations could be very slim.

After all, each of us is unique.

What's your opinion about subliminal messages? Share your thoughts.