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Subliminal Advertising: More Than Myth?
By: Dwayne W. Waite Jr.
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It is true that marketing and advertising have a phenomenal impact on the decisions that consumers make. Yes, brands that advertise usually do better with consumers than those who don't.

And studies show that consumers don't hate advertising, either. In fact, consumers enjoy seeing the information brands present to them.

But that's the conscious standpoint. What about the subconscious?

A report published several years ago about subliminal advertising has recently won an award.

When you read the report, it sounds interesting; but perhaps we're biased because we weren't too convinced. 

There have been several studies in the past that have debunked the effectiveness of subliminal advertising. The unconscious can pick up images and sounds that we may not consciously catch, but to claim that it would sway someone based on a created "familiarity" bias is a serious stretch.

But what are your thoughts? Think that there is something to subliminal advertising?


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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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