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Subliminal Advertising Leaves Its Mark On The BrainScience Daily – University College London researchers have found the firstphysiological evidence that invisible subliminal images do attract the brain\’sattention on a subconscious level. The wider implication for the study,published in Current Biology, is that techniques such as subliminal advertising,now banned in the UK but still legal in the USA, certainly do leave their markon the brain.
Using fMRI, the study looked at whether an image you aren\’t aware of ฌ– but onethat reaches the retina — has an impact on brain activity in the primary visualcortex, part of the occipital lobe. Subjects\’ brains did respond to the objecteven when they were not conscious of having seen it.
Dr Bahador Bahrami, of the UCL Institute of Cognitive Neuroscience and the UCLDepartment of Psychology, said: "What\’s interesting here is that your brain doeslog things that you aren\’t even aware of and can\’t ever become aware of. We showthat there is a brain response in the primary visual cortex to subliminal imagesthat attract our attention — without us having the impression of having seenanything. These findings point to the sort of impact that subliminal advertisingmay have on the brain. What our study doesn\’t address is whether this would theninfluence you to go out and buy a product. I believe that it\’s likely thatsubliminal advertising may affect our decisions — but that is just speculationat this point."
Subjects wore red-blue filter glasses that projected faint pictures of everydayobjects (such as pliers and an iron) to one eye and a strong flashing imageknown as \’continuous flash suppression\’ to the other. This recently developedtechnique effectively erases subjects\’ awareness of the faint images so thatthey were unable to localise the faint images on screen. At the same time,subjects performed either an easy task — picking out the letter T from a streamof letters, or a task that required more concentration in which subjects had topick out the white N or blue Z from the same stream.
During the harder task, the subjects\’ brains blocked out the subliminal imageand the fMRI scan did not detect any associated neural activity. This finding –that the brain does not pick up on subliminal stimuli if it is too busilyoccupied with other things — shows that some degree of attention is needed foreven the subconscious to pick up on subliminal images.
Dr Bahrami said: "This is exciting research for the scientific community becauseit challenges previous thinking — that what is subconscious is also automatic,effortless and unaffected by attention. This research shows that when your braindoesn\’t have the capacity to pay attention to an image, even images that act onour subconscious simply do not get registered."
The research challenges the theory of the pioneering American psychologist andphilosopher, William James, (1842–1910), who said: "We are conscious of what weattend to — and not conscious of what we do not attend to".
The team\’s findings show that there are situations where consciousness andattention don\’t go hand in hand.
Source: University College Londonhttp://www.sciencedaily.com/releases/2007/03/070308121938.htm