Frydman M
Department of Social Psychology, Faculty of Psychopedagogic Sciences, University of Mons-Hainaut, Mons, Belgium.
J Environ Pathol Toxicol Oncol. 1996;15(2-4):173-6.
Subliminal advertising techniques have increased in usage and are commonly accepted, particularly regarding cigarette smoking. Considering the high cost of such subliminal methods, their use can be justified only by tangible results, measured by an increase in cigarette sales. The results of our studies confirm the physiological and psychological effects of subliminal stimulation that have already been reported in the specialized literature. Our research on smoking prevention led us to study the sophisticated advertising strategies used by the tobacco industry. We have shown that revealing the subliminal stimuli-at least the visual ones-is extremely useful for teenagers. The enlightened teenager becomes able to recognize the subliminal manipulation concealed in advertising, and the risk of becoming its victim. Such educational efforts have their merits, particularly at the school level.
阈下广告技术的使用有所增加且已被普遍接受，尤其是在吸烟方面。考虑到此类阈下方法成本高昂，只有通过香烟销量的增长来衡量的切实成果才能证明其使用的合理性。我们的研究结果证实了专业文献中已报道的阈下刺激的生理和心理效应。我们对预防吸烟的研究促使我们去研究烟草行业所采用的复杂广告策略。我们已经表明，揭示阈下刺激——至少是视觉刺激——对青少年极为有用。开明的青少年能够识别广告中隐藏的阈下操纵以及成为其受害者的风险。这样的教育努力有其价值，尤其是在学校层面。
