ERIC Number: ED219800
Record Type: RIE
Publication Date: 1982-Jul
Reference Count: 0
Subliminal Advertising and Education.
Zanot, Eric J.; Maddox, Lynda M.
Claims that the academic community ignores the subject of subliminal advertising led to a study designed to ascertain the degree to which the topic is introduced in the classroom, what opinions professors offer concerning it, and the source with which they acquaint their students. A questionnaire containing a series of open- and close-ended questions and a demographic survey was completed by 199 faculty who teach advertising-related courses in colleges and universities. Analysis of the data allowed six conclusions: (1) these professors are fully cognizant of the concept of subliminal advertising, and they teach it in their classes; (2) although it is discussed in a wide variety of classes, little class time is devoted to subliminal advertising; (3) subliminal advertising is also discussed in a variety of other departments; (4) educators in advertising or marketing departments teach that subliminal advertising is seldom or never used, and when they do offer opinions, they say it is unethical, unacceptable, or harmless; (5) Wilson Bryan Key is the source commonly associated with the topic by professors when they name individuals or sources; and (6) there are no correlations between what professors say about subliminal advertising and their ages, teaching or professional experience, or whether they teach in an advertising or marketing context. (JL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Key (Wilson Bryan); Subliminal Advertising
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (65th, Athens, OH, July 25-28, 1982).