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6439709 
Journal Article 
AUDITORY VS. VISUAL SUBLIMINAL MESSAGES: WHICH IS MORE EFFECTIVE? 
Fornadel, AD 
2017 
1 
Ohio Journal of Science
ISSN: 0030-0950
EISSN: 2471-9390 
117 
1 
A19-A19 
Background: Subliminal messages are signals transmitted through visual or auditory means and pass below one's normal level of perception. In the 1950s, visual subliminal messages used in advertising were effective in increasing concession sales during movies. Auditory subliminal messages have been blamed for causing suicides (Judas Priest, 1990). Hypothesis: Visual subliminal messages will have a stronger influence than auditory subliminal messages. Seventy-two subjects were randomly placed into three groups. Methods: Each group watched a video showing eight different colored crayons. Group A: (the control group) watched the unedited video. Group B's video had three, 1-frame blue color visual subliminal message imbedded. Group C's video included four brief, auditory subliminal messages stating purple. Results: At the end of the videos, the subjects were asked to choose a color that stood out and record on their test paper. The color most chosen per group follows: Control: red (n=6), Group B: blue (n=11), Group C: Green (n=7). Blue was the expected outcome in group B, and purple was the expected outcome in group C. These results support the hypothesis in that visual subliminal messages were stronger than auditory subliminal messages. Discussion/Conclusions: Some factors that may have influenced color choice include that the subject may have been distracted and may have not heard or seen the stimulus, or they may have chosen their favorite color. These results may have future impact on marketing or advertising. 
; Color; Visual perception; Advertising; Messages; Hypotheses; Sensory integration; Visual signals; Crayons; Smell; Sales presentations/