Distinctly un-American: subliminal advertising and the Cold War. (15th February 2016)

• Record Type: Journal Article
• Authors: Samuel, Lawrence R
• Editors: Tadajewski, Mark
• Is Part Of: Journal of historical research in marketing. Volume 8:Number 1(2016)
• Page Start: 99
• Page End: 119
• Publication Date: 2016-02-15
• Subjects: Marketing history -- Consumer society -- Advertising history -- Business history; Marketing -- History -- Periodicals; Marketing -- Philosophy -- Periodicals; 658.8005
• DOI: 10.1108/JHRM-08-2015-0030
• Languages: English
• ISSNs: 1755-750X

Abstract

Abstract : Purpose: – 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. Design/methodology/approach: – 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. Findings: – Subliminal advertising both reflected and shaped fears grounded in the Cold War cultural climate, and reveal other key insights related to the postwar psyche. Research limitations/implications: – 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. Practical implications: – Advertisers can effectively tap into consumers' deeply seated emotions, but should tread carefully lest they be accused of "mind control". Social implications: – Subliminal advertising represented a seminal moment in postwar American history by exposing the hyper-paranoia of the times. Originality/value: – 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.