Date of Award

12-11-2011

Document Type

Thesis

Degree Name

Master of Arts (MA)

Specialization

Communication and Leadership

School or Department

School of Leadership Studies

First Advisor

Dr. David Givens

Abstract

This thesis project is an account of how advertising agencies and film and television companies make use of subliminal messaging and product placement to manipulate viewers‟ subconscious minds. According to research, there is some skepticism in some areas as to the effectiveness of their subliminal messages. However, it is clear that there is some recognizable effect; statistics show an increase in obesity and self-image and self-esteem problems spurred on by subliminal messaging in television and film aimed at the young. The selected literature included well-known books on subliminal messages and other materials covering 50 years of research. The literature also included studies of the ethics behind placement of subliminal messages. The main usefulness of the thesis project is the discovery that there appears to be no current publication on the subject and no current legislation on behalf of young viewers who are subjected to a steady diet of subliminal messaging and product placements in two of the most popular forms of entertainment. Further study could be made and a campaign begun to recommend that television and film companies examine their ethical and moral standing on this issue, and attempt to find a way to lessen the harmful effects product promotion through electronic media has on impressionable minds.

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