EVIDENCIA CIENTIFICA

La tecnología subliminal es utilizada a diario por multitud de compañías y grandes multinacionales, quienes sabiendo del enorme poder de estos recursos (ampliamente probados y comprobados, como verás más adelante) nos bombardean con mensajes sin que nos demos cuenta, para incentivarnos –por ejemplo- al consumo masivo y desmedido de muchos productos y artículos, que muchas veces ni necesitamos ni nos hacen demasiado bien.

Por los años 60, las ventas de la “Coca cola” incrementaron enormemente gracias a un experimento realizado en unas salas de cine, en donde insertaron cientos de imágenes de esta bebida –durante toda la película- a una velocidad que el ojo humano no llegaba a captar conscientemente.

Actualmente, el marketing sigue utilizando como una de sus principales estrategias la publicidad subliminal, que siempre ha generado controversias y polémicas por lo ilícito y poco ético que es su uso en este campo en concreto.

Pero, la publicidad no es el único campo donde se utiliza este tipo de información. Los expertos en comunicación también los utilizan en las campañas electorales. En ellas aparecen mensajes minúsculos y que en apariencia no tienen un significado. Pueden estar en cualquier parte: la forma de un logo, un pequeño gesto en un cartel o cualquier pequeño detalle. El propósito es que el mensaje subliminal llegue a la mente del posible votante y tenga motivos subconscientes para decidirse por una opción.

Si la tecnología subliminal no fuera efectiva ¿Por qué muchos países del mundo tienen leyes con respecto a este tema? ¿Por qué existen informes que dicen que se han usado en guerras?(*).

Esta técnica también se ha utilizado para establecer una comunicación con personas absolutamente sordas: En el verano de 1991 investigadores del Medical College of Virginia, informaron en la publicación científica SCIENCE, que personas que han perdido la audición, son capaces de comprender palabras que son emitidas en las frecuencias que se pensaba que no eran audibles para los seres humanos.

Aquí podemos empezar a ver que esta tecnología son palabras mayores. Y aquí les dejo muchos otros artículos que pueden buscar fácilmente en Google u otro buscador, simplemente escribiendo su título en el cuadro de búsqueda. Algunos de ellos están en español, pero la mayoría en inglés:

• Ariam, S. y Siller, J.en su libro "Effects of Subliminal Oneness Stimuli in Hebrew on Academic Performance of Israeli High School Students. " Journal of Abnormal Psychology (1982)

• Kaser, V.A. "Los efectos de una percepción auditiva Mensaje Subliminal A la producción de imágenes y sueños". Diario de enfermedades nerviosas y mentales (1986)

• "The Effects of an Auditory Subliminal Perception Message Upon the Production of Images and Dreams". Journal of Nervous and Mental Disease).

• Moix, J. (1997). Percepción subliminal de estímulos de corta duración. Psicologemas, 11 (22): 189-208.

• Garcia-Matilla, E. (I 990). Subliminal.- Escrito en nuestro cerebro. San Fernando de Henares, Madrid: Bitacora.

• Gonzalez, J.L. (1988). Persuasión subliminal y sus técnicas. Madrid: Biblioteca Nueva.

• Sutil-Martin D.L. (1992). Mensajes subliminales en la publicidad. Ph. D. Dissertation. Universidad Complutense de Madrid.

• Advertising Research Foundation (1958). 7he applications of subliminal perception in advertising. New York: Author.

• Alphasonics (1990). 7he truth about subliminal tapes. Los Angeles, CA– author.

• Attali, J. (1985). Noise: the political economy of music. Manchester: Manchester University Press.

• Auday, B. (1992). Subliminal tapes: Controlled tests. Skeptical Inquirer, 16, 349-351.

• Auday, B.C., Mellett, J.L., and Williams, P.M. (1991) Self-improvement using subliminal self-help audiotapes: Consumer benefit or consumer fraud? Paper presented to the Western Psychological Assn., San Francisco, April, 1991.

• Begg, I.M., Needham, DR., and Bookbinder, M. (1993) Do backward messages unconsciously affect listeners? No. Canadian Journal of experimental Psychology, 47(1):1-14.

• Beyerstein, B. & E. Eich (1993). Subliminal self-help tapes: promises, promises…, The Rational Enquirer, 6(1).

• Beyerstein, B. & E. Marchant (1993). Subliminal messages and smoking cessation. Technical Report. Dept. of Psychology, Simon Fraser University.

• Borgeat, F., Elie, R, & Chabot, R. (1985). Psychophysiological responses to masked auditory stimuli. Canadian Journal of Psychiatry, 30, 22-27.

• Brand, H.W. (1979). Subliminal advertising. Nine 77wses. Bonn: Zentralausschuss der Werbewirts Chaft.

• British Psychological Society (1992). Subliminal messages in recorded auditory tapes, and other ‘unconscious learning’ phenomena. Leicester, England: author.

• Cheesman, J., & Merikic., P.M. (1984). Priming with and without awareness. Perception & Psychophysics, 36, 387-395.

• Cheesman, I., & Merikle, P.M. (1986). Distinguishing conscious from unconscious perceptual processes. Canadian Journal of Psychology, 40, 343-367.

• Corrigan, R.E. & Becker, H.C. (I 958). Subliminal communication processes. Status and possibilities. New Orleans: Precon Process and Equipment Corp.

• Danzig, F. (1962). Subliminal advertising – Today it’s just historic flashback for researcher Vicary. Advertising Age, September 17.

• Debner, J.A- & Jacoby, L.L. (1994). Unconscious perception: Attention, awareness, and control. Journal of Experimental Psychology: Learning, Memory, and Cognition, 20, 304-317.

• Dixon, N.F. (1971). Subliminal perception. 7he nature of a controversy. London: MacGraw-Hill.

• Dixon, N.F. (1981). Preconscious processing. London: Wiley.

• Eagle, M. (1959). The effects of subliminal stimuli of aggressive content upon conscious cognition. Journal of Personality, 27, 578-600.

• Eich, E., & Hyman, R. (199 I). Subliminal self-help. In D. Druckmm & R. Bjork (Eds.), Press

• Fink, A.A. (1957). Questions about subliminal advertising. New York: Author.

• Fowler, C. A. (1986). An operational definition of conscious awareness must be responsible to subjective experience. Behavioral and Brain Sciences, 9, 33 – 35.

• Glucksberg, S. (1982). Not seeing is believing: Perception without awareness [Review of Preconscious processing]. Contemporary Psychology, 270, 856-858.

• Goldiamond, 1. (195 8). Indicators of perception : I. Subliminal perception, unconscious perception: An analysis in terms of psychophysical indicator methodology. Psychological Bulletin, 55: 3 73 -41 1.

• Greenwald, A.G. (1992). New look 3: Unconscious cognition reclaimed. American Psychologist, 47, 766-779.

• Greenwald, A-G. (1992). Subliminal semantic activation and subliminal snake oil. In M.N. Eagle (Chair), Subliminal Influence: For Better or For Nought? Symposium conducted at the 100th annual convention of the American Psychological Association, Washington.

• Greenwald, A.G., Klinger, M.R., & Schuh, E. (1994). Measuring unconscious influences. In J.D. Cohen & Schooler, (Eds.), Scientific Approaches to the Question of Consciousness.

• Greenwald, A.G., Spangenberg, E.R., Pratkanis, A.R, & Eskenazi, J. (1991). Double-blind tests of subliminal self-help audio tapes. Psychological Science, 2, 119-122.

• Guthrie, G. and Wiener, M. (1966). Subliminal perception or the perception of partial cues with pictorial stimuli. Journal of Personality and Social Psychology, 3, 619-628.

• Handel, S. (1989). Listening. Cambridge, MA, MIT Press.

• Heiman, G.W., Leo, R.J., Leighbody, G., & Bowler, K (1986). Word intelligibility decrements and the comprehension of time-compressed speech. Perception & Psychophysics, 40, 407-411.

• Henley, S. (1975). Cross-modal effects of subliminal verbal stimuli. Scandinavian Journal of Psychology. 16, 30-36.

• Holender, D. (1986). Semantic activation without conscious identification in dichotic listening, parafoveal vision, and visual masking: A survey and appraisal. The Behavioral and Brain Sciences, 9, 1-23.

• Institute of Practitioners in Advertising (1958). Subliminal Communication. London: Author.

• Key, W.B. (1973) Subliminal seduction. New York: Signet.

• Key, W.B. (1980) The clam-plate orgy and other subliminal techniques for manipulating your behavior. NY: Signet.

• Kihlstrom, J.F. (1987). The cognitive unconscious. Science, 237, 1445-1452,

• King, P., & Behnke, R- (1989). The effect of time-compressed speech on comprehensive, interpretive, and short-term listening. Human Communication Research, 15, 429-443.

• Kolers, P.A., (1957). Subliminal stipulation in problem solving. American Journal of Psychology, 70, 437-441.

• Kunst-Wilson, W.R., & Zajonc, R.B. (1990). Affective discrimination of stimuli that cannot be recognized. Science, 207, 557-558.

• Leeman, F. (1976). Hidden images. New York: Harry N. Abrahams.

• Marcel, AJ. (1983). Conscious and unconscious perception: Experiments on visual masking and word recognition. Cognitive Psychology, 15, 197-237.

• McConnell, J.V., R-L. Cutler, and E.B. McNeil. (1958). Subliminal stimulation: An overview. American Psychologist, 13: 229-244.

• McConnell, J. V., (1989), Reinvention of subliminal persuasion, Skeptical Inquirer, 13, 428.

• Merikle, P.M. (1983). Subliminal perception reaffirmed [Review of Preconscious processing]. Canadian Journal of Psychology, 370, 324-326.

• Merikle, P.M. (1984). Toward a definition of awareness. Bulletin of the Psychonomic Society, 22, 449-450.

• Merikle, P.M. (1988). Subliminal auditory tapes: An evaluation Psychology & Marketing, 46, 355-372.

• Merikle, P.M. (1995). Psychological investigations of unconscious perception. Paper presented at the Fa11 1995 meeting of the American Psychoanalytic Association. New York.

• Merikle, P.M. & Jordens, S. (1996). Measuring unconscious influences. In J.D. Cohen & Schooler, (Eds.), Scientific Approaches to the Question of Consciousness. Hillsdale, NJ. Eribaum.

• Merikle, P.M., & Reingold, E.M. (1992). Measuring unconscious perceptual processes. in R. Bornstein & T. S. Pitman (Eds.), Perception without awareness: Cognitive, clinical, and social perspectives. New York: Guilford.

• Merikle, P.M., & Skanes, R (1992). Subliminal self-help audio tapes: A search for placebo effects. Journal of Applied Psychology, 77, 772-776,

• Miller, G.A. (1947). The masking of speech. Psychological Bulletin, 44, 105-129.

• Moore, T. E. (1982). Subliminal advertising: What you see is what you get. Journal of Marketing, 46, 38-47.

• Moore, T.E. (1988) The case against subliminal manipulation, Psychology and Marketing 5(4): 297-316.

• Moore, T.E. (1991). Subliminal auditory self-help tapes. In G.M. Rosen (Chair), Self-Care: A symposium on self-help therapies. Symposium conducted at the 99th annual convention of the American Psychological Association, San Francisco, CA.

• Moore, T.E. (1992a). Subliminal perception: Facts and fallacies. Skeptical Inquirer, 16, 273-281.

• Moore, T.E. (1992b). Subliminal self-help: Fact or artifact? In M.N. Eagle (Chair), Subliminal Influence. Symposium conducted at the 100th annual convention of the American Psychological Association, Washington, DC.

• Myers, F.W.H (1976). The subliminal consciousness. New York: Arno Press.

• Neisser, U. (1967). Cognitive Psychology. New York: Appleton.

• Nimmo, D. & Combs, J.E. (1980). Subliminal Politics. Myths and mythomakers in America. Englewood Cliffs: Prentice-Hall.

• Nisbett, R. & Wilson, T.D. (1977). Telling more than we can know. Verbal reports on mental processes. Psychological Review, 84, 231-254.

• Packard, V. (1957). The Hidden Persuaders. New York: Pocket Books.

• Palumbo, R. A. (1980). Fear of success in adult males: the effects of subliminal messages derived from two theoretical models. Hofstra University PhD Thesis.

• “Phone now,” said CBC subliminally, but nobody did. (1958). Advertising Age, February 10, p 8.

• Pratkanis, A. (1992). The cargo cult science of subliminal persuasion. Skeptical Inquirer, 16, 260-272.

• Pratkanis, A.R., and A.G. Greenwald, (1988). Recent perspectives on unconscious processing: still no marketing applications. Psychology & Marketing, 5: 339-355.

• Pratkanis, A.R., J. Eskenazi, and A.G. Greenwald, (1990). “What You Expect Is What You Believe (But Not Necessarily What You Get): On the Effectiveness of Subliminal Self-help Audiotapes.” Paper presented at the meeting of the Western Psychological Association, Los Angeles, Calif., April.

• Reder, L.M., & J.S.Gordon (1994). Subliminal perception: nothing special, cognitively speaking. In J. Cohen and J. Schooler (eds)., Cognitive and neuropsychological approaches to the study of consciousness. Hillsdale, NJ: Erlbaum.

• Robinson, H. (1994). Perception London: Routledge.

• Russell, T.G., Rowe, W., & Smouse, A. (1991). Subliminal self-help tapes and academic achievement. An evaluation. Journal of Counseling & Development, 69, 359-362.

• Silvermann, L.H. & Spiro, R.H. (1967). “Further investigation of the effect of subliminal aggressive stimulation on the ego functioning of schizofrenics”. Journal of nervous and mental disease. 161:6, 379-392.

• Smith, G.J., Spence, D.P., and Klein, GS., (1959). Subliminal effects of verbal stimuli. Journal of Abnormal and Social Psychology, 59, 167-177.

• Synodinos, N.E. (1988). Review and appraisal of subliminal perception within the context of signal detection theory. Psychology and Marketing, 5(4) 317 – 336.

• Urban, M. (1992). Auditory subliminal stimulation: A re-examination. Perceptual,& Motor Skills, 74, 515-541.

• Veeder, G-K. (1980). The influence of subliminal suggestion on the response of two films.

• New York: Arno Press.

• Vokey, J.R. and Read, J.D. (1985). Subliminal messages: Between the devil and the media, American Psychologist, 40(11), 1231-1239.

• Wassmuth, B. (1981). Comprehensive bibliography on subliminal perception and subliminal advertising as of July 1981. University of Missouri..

• Weir, W., (1984). Another look at subliminal “facts”. Advertising Age, October 15, P. 46.

• Williams, A. (1938). Perception of subliminal visual stimuli. Journal of Psychology, 6,187-199.

• Worthington, A.G. (1964). An attempt to scale subliminal visual stimuli Psychonomic Science

• Zwosta, M.F. & Zenhausern R. (1973). Application of signal detection theory to subliminal and supraliminal accessory stimulation. Perceptual and Motor Skills, 37, 251-256.