К вопросу использования сублиминальной рекламы в иностранной практике

Abstract

In the article the concept of subliminal advertising and principles of its influence on human’s consciousness are studied. Examples of use of hidden massages with the most widespread content and reasons of their use are considered. The review of the range of researches of subliminal advertising effectiveness, advertisers' and consumers' attitudes to it is made. Ethical and legal question concerning the object of the research are mentioned. The conclusion about the necessity of carrying out of the long-term experiment directed on proof or refutation of subliminal advertising effectiveness is made. In case of positive result, the author of the article offers an opportunity of use of this technology in social and scientific purposes. Necessity of subliminal advertising legal regulation is underlined.