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This research used a Phenomenography approach of Eye Tracking to study the Biometric changes when participants were subjected to eight static subliminal images hidden in seven differently designed packages. Embeds or static subliminal stimulus in the form of pictures and words were hidden in seven different perfume packages and were used to study the changes experienced between the two groups, one of which was subjected to subliminal stimulus. This study was conducted in the Neuro Lab located in the SP Jain Sydney campus. A total of 46 healthy participants were separated into two groups, with one group shown image packages with static subliminal stimulus while the other group was shown image packages without any subliminal stimulus. Eye Tracking data was collected using iMotions. A detailed analysis of the Area of Interest (AOI), Fixation and Heat Map revealed that only a percentage of the participants visited the AOI with the hidden subliminal stimulus, but the participants who noticed the AOIs with the subliminal stimulus especially the male participants spent more time in the AOI indicating that they could be consciously processing the subliminal static stimulus. A statistical analysis of the time to first fixations (TIFF) revealed that the subliminal stimulus was not the first point of attraction.

The purpose of this paper is to examine the beginning of the controversy over subliminal advertising in late 1957, as news of a supposedly successful commercial test of subliminal advertising became widely disseminated. The paper investigates the test and the reactions to it.

The paper reviews many contemporary accounts of the events described, and pieces together a coherent description and interpretation of what happened. This is of course standard historical methodology.

The primary finding is that many reactions to subliminal advertising were fearful and wildly overblown – and have continued to be so down to the present despite no proof that subliminal advertising is effective. The deep roots of the fear are best explained by the paranoid and fearful intellectual climate in the USA.

The originality of the paper lies in its thorough review of original sources, and in its explanation of why the fear of subliminal advertising became so intense.

The purpose of this paper is to examine the widely‐held belief that marketing holds customers in thrall and persuades them to buy things they otherwise would not.

Rather than adopt a scientific approach to the mesmeric marketing phenomenon, it embraces an artistic perspective, focusing on three crucial cultural “moments” in the emergence of the great manipulator mindset.

Whereas innumerable scientific experiments show that subliminal advertising does not work, except in certain circumstances, the cultural approach demonstrates that subliminals are, in fact, enormously successful. Regardless of scientific evidence to the contrary, most consumers believe that subliminal advertising not only works but is an established marketing practice.

The paper suggests that marketers should place less reliance on the scientific paradigm. Marketing science has its place – a very important place – but not everything can be captured in a simultaneous equation or linear regression model. Cultural components analysis is just as significant as principal components analysis.

Received wisdom concerning subliminal advertising is challenged and creatively reinterpreted from a supra‐science standpoint.

The purpose of this paper is to investigate the impact of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Specifically, this research illustrates the conditions under which brand placements in online games create attention, elaboration and subsequent brand recall and brand attitude by drawing the insights from the limited capacity model of attention and the elaboration likelihood model.

A 2 (product involvement: low or high) × 2 (brand prominence: prominent or subtle) between-subject measures design is used. In total, 280 students participated in the study. A 2×2 between-subjects MANOVA is used to test the hypotheses.

In the context of advergames, for a low-involvement product, a prominent brand placement results in greater brand recall than a subtle brand placement. However, for a high-involvement product, a subtle-placement results in greater brand recall than a prominent brand placement. Further, results reveal that for a low-involvement product, a subtle brand placement results in more favorable brand attitude than a prominent brand placement. For a high-involvement product, a prominent brand placement results in more favorable brand attitude than a subtle brand placement.

The findings and conclusions are very important for advertising experts in terms of advergame designing, execution and for an operational use of brand placements in advergames.

This investigation adds to the online advertising literature, specifically the advergames context by examining and analyzing the real-time roles of advergame-specific factor, such as brand prominence and the gamer-specific factor, such as product involvement in creating gamers’ brand recall and brand attitude from attention and elaboration perspectives in an emerging market context like India.

This paper aims to describe the relationship between subliminal advertising and the Cold War to have a better understanding of the cultural dynamics of postwar America.

This paper is a review of primary and secondary materials from the period 1957-1958, primarily popular and trade periodicals that capture the events as they took place.

Subliminal advertising both reflected and shaped fears grounded in the Cold War cultural climate, and reveal other key insights related to the postwar psyche.

Political ideology is readily apparent within consumer culture, a prime example of the insights to be gained by viewing American culture through an interdisciplinary lens.

Advertisers can effectively tap into consumers’ deeply seated emotions, but should tread carefully lest they be accused of “mind control”.

Subliminal advertising represented a seminal moment in postwar American history by exposing the hyper-paranoia of the times.

A blow-by-blow account of the subliminal advertising craze and its relationship to the Cold War represents a deep dive into one of the more fascinating sites of mid-century America.

The purpose of this article is to revisit the concept of subliminal advertising as a response to August Bullock's recent book The Secret Sales Pitch: An Overview of Subliminal Advertising.

Citing published research and using Bullock's own words, this article refutes Bullocks viewpoint of subliminal advertising.

The article finds that Bullock's book is based on his personal interpretation while he ignores research that refutes his claims.

The concept of subliminal advertising cannot be substantiated by only opinion, and research does not support the concept.

The article questions this newest view of subliminal advertising and reminds marketers, advertisers, and consumers of subliminal advertising being an invalid concept.

The purpose of this paper is to review the nature of advergames and the rhetoric versus reality of their claimed effects and effectiveness, focusing specifically on their use by children.

A content analysis of major web sites that are likely to have particular appeal to children and an evaluation in order to determine whether the material contained in these sites would be permitted if similar codes of practice, as for other media, would be applied to internet sites.

The paper finds that the majority of web sites do not comply with the existing broadcasting codes of practice for mainstream advertising.

The study is exploratory in nature and the sample size limited.

As the paper suggests that advertisers should critically examine the content of their web sites and open the debate about what constitutes acceptable online behavior.

The paper offers insights about the content of advergames in practice and the potential problems associated with regulation of advertising in different media forms, especially new and evolving media forms.

This paper aims to examine the contents of the special issue, situating the material in appropriate historical context.

The account is based on a close reading of each manuscript. Links to the wider academic literature are created, and a narrative thread is provided to introduce readers to the imbrication of marketing with the Cold War geopolitical climate.

The debates surrounding the Cold War, marketing theory and marketing practice have been reviewed.

Psychological research is frequently cited in discussions about children and advertising. This paper reviews some of the issues and some of the research that has a bearing on them. The research is not nearly as substantial, clear, reliable or relevant as is often supposed. There is little evidence that children are especially vulnerable to advertising, or that advertising has a direct effect on their behaviour. Youth fads often precede, rather than follow, advertising. Debates about the age at which children recognise and understand commercials are fruitless. Most discussions omit advertising's appeal and use as entertainment, a way to manage mood, and a source of information on how to satisfy personal needs.