The theory, first advanced by Wilson Bryan Key in his book, "Subliminal Seduction" and currently taught by Bernard McGrane at Chapman University, claims that based on Freudian psychoanalytic theory, advertisers embed or hide content, typically images of sex and death, "under the surface of the ad" (not obvious) in the same way we repress sex and death "under the surface of ordinary consciousness" (McGrane). The ad is designed to bring these repressed contents to our conscious minds--for a moment--offering the product as a means to fulfill our desire for sexual gratification or the need to take away our fear of death.
I'm skeptical, but advertisers apparently have and still are using it. What do those of you who know something about the topic think?
2006-08-01
15:04:48
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