The debate arises when it comes to exploring to what extent messages, which are received below the conscious level implicitly affect behavior. It has been scientifically proven that visual subliminal messages can be perceived by the human brain, without consciously being aware of them. Thus, it is believed that one can influence behavior by surreptitiously appealing to the subconscious mind with words, sounds and images. The subliminal is generally said to be below the threshold of conscious perception. Just why we are no longer content to leave our experiences in the subliminal state and why many people have begun to get very conscious about the unconscious, is a question well worth investigating.Īccording to the Skeptic's Dictionary, subliminal refers to anything truly below the level of detectable sensation. Keywords: Advertising, Sublime messages, Consumer The research is considered as one of the few academic researches which deal with this topic. While there is some marginal evidence that subliminal stimuli may influence affective reactions, the marketing relevance of this finding remains to be documented. To help consumers to become smart shoppers, this paper helps consumer to critically examine advertisements and identify the underlying messages they convey. Subliminal messages can do a vital role in attracting the consumer in the world of brands. Marketers and advertisers experts always seek for innovative methods and smart tools, to attract the consumer. Consumer behavior is an important issue and vital subject in the brand design and marketing process. The advertising industry has always used innovative ways to attract consumers to the product or service being peddled.
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