Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Subliminal advertising leaves its mark on the brain

09.03.2007
UCL (University College London) researchers have found the first physiological evidence that invisible subliminal images do attract the brain’s attention 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 mark on the brain.

Using fMRI, the study looked at whether an image you aren’t aware of – but one that reaches the retina – has an impact on brain activity in the primary visual cortex, part of the occipital lobe. Subjects’ brains did respond to the object even when they were not conscious of having seen it.

Dr Bahador Bahrami, of the UCL Institute of Cognitive Neuroscience and the UCL Department of Psychology, said: “What’s interesting here is that your brain does log things that you aren’t even aware of and can’t ever become aware of. We show that there is a brain response in the primary visual cortex to subliminal images that attract our attention – without us having the impression of having seen anything. These findings point to the sort of impact that subliminal advertising may have on the brain. What our study doesn’t address is whether this would then influence you to go out and buy a product. I believe that it’s likely that subliminal advertising may affect our decisions – but that is just speculation at this point.”

Subjects wore red-blue filter glasses that projected faint pictures of everyday objects (such as pliers and an iron) to one eye and a strong flashing image known as ‘continuous flash suppression’ to the other. This recently developed technique effectively erases subjects’ awareness of the faint images so that they 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 stream of letters, or a task that required more concentration in which subjects had to pick out the white N or blue Z from the same stream.

... more about:
»Advertising »subconscious »subliminal

During the harder task, the subjects’ brains blocked out the subliminal image and 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 busily occupied with other things – shows that some degree of attention is needed for even the subconscious to pick up on subliminal images.

Dr Bahrami said: “This is exciting research for the scientific community because it challenges previous thinking – that what is subconscious is also automatic, effortless and unaffected by attention. This research shows that when your brain doesn’t have the capacity to pay attention to an image, even images that act on our subconscious simply do not get registered.”

The research challenges the theory of the pioneering American psychologist and philosopher, William James, (1842–1910), who said: “We are conscious of what we attend to – and not conscious of what we do not attend to”.

The team’s findings show that there are situations where consciousness and attention don’t go hand in hand.

Alex Brew | alfa
Further information:
http://www.ucl.ac.uk

Further reports about: Advertising subconscious subliminal

More articles from Life Sciences:

nachricht Could this protein protect people against coronary artery disease?
17.11.2017 | University of North Carolina Health Care

nachricht Microbial resident enables beetles to feed on a leafy diet
17.11.2017 | Max-Planck-Institut für chemische Ökologie

All articles from Life Sciences >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: A “cosmic snake” reveals the structure of remote galaxies

The formation of stars in distant galaxies is still largely unexplored. For the first time, astron-omers at the University of Geneva have now been able to closely observe a star system six billion light-years away. In doing so, they are confirming earlier simulations made by the University of Zurich. One special effect is made possible by the multiple reflections of images that run through the cosmos like a snake.

Today, astronomers have a pretty accurate idea of how stars were formed in the recent cosmic past. But do these laws also apply to older galaxies? For around a...

Im Focus: Visual intelligence is not the same as IQ

Just because someone is smart and well-motivated doesn't mean he or she can learn the visual skills needed to excel at tasks like matching fingerprints, interpreting medical X-rays, keeping track of aircraft on radar displays or forensic face matching.

That is the implication of a new study which shows for the first time that there is a broad range of differences in people's visual ability and that these...

Im Focus: Novel Nano-CT device creates high-resolution 3D-X-rays of tiny velvet worm legs

Computer Tomography (CT) is a standard procedure in hospitals, but so far, the technology has not been suitable for imaging extremely small objects. In PNAS, a team from the Technical University of Munich (TUM) describes a Nano-CT device that creates three-dimensional x-ray images at resolutions up to 100 nanometers. The first test application: Together with colleagues from the University of Kassel and Helmholtz-Zentrum Geesthacht the researchers analyzed the locomotory system of a velvet worm.

During a CT analysis, the object under investigation is x-rayed and a detector measures the respective amount of radiation absorbed from various angles....

Im Focus: Researchers Develop Data Bus for Quantum Computer

The quantum world is fragile; error correction codes are needed to protect the information stored in a quantum object from the deteriorating effects of noise. Quantum physicists in Innsbruck have developed a protocol to pass quantum information between differently encoded building blocks of a future quantum computer, such as processors and memories. Scientists may use this protocol in the future to build a data bus for quantum computers. The researchers have published their work in the journal Nature Communications.

Future quantum computers will be able to solve problems where conventional computers fail today. We are still far away from any large-scale implementation,...

Im Focus: Wrinkles give heat a jolt in pillared graphene

Rice University researchers test 3-D carbon nanostructures' thermal transport abilities

Pillared graphene would transfer heat better if the theoretical material had a few asymmetric junctions that caused wrinkles, according to Rice University...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Ecology Across Borders: International conference brings together 1,500 ecologists

15.11.2017 | Event News

Road into laboratory: Users discuss biaxial fatigue-testing for car and truck wheel

15.11.2017 | Event News

#Berlin5GWeek: The right network for Industry 4.0

30.10.2017 | Event News

 
Latest News

NASA detects solar flare pulses at Sun and Earth

17.11.2017 | Physics and Astronomy

NIST scientists discover how to switch liver cancer cell growth from 2-D to 3-D structures

17.11.2017 | Health and Medicine

The importance of biodiversity in forests could increase due to climate change

17.11.2017 | Studies and Analyses

VideoLinks
B2B-VideoLinks
More VideoLinks >>>