Racism and Adversity in Professional Baseball - Free Essay Example

Sample details Pages: 6 Words: 1849 Downloads: 1 Date added: 2019/03/27 Category Sports Essay Level High school Tags: Baseball Essay Racism Essay Did you like this example? Baseball is known as Americas favorite pastime. Incorporating baseball to a sociological perspective, you can begin to understand how the game is viewed to function in the society in which it is played, and how society impacts the game. Northern American sports has suffered immensely from the division, labels, and stereotypes that have been encrypted on specific individuals of a certain race or ethnicity. Don’t waste time! Our writers will create an original "Racism and Adversity in Professional Baseball" essay for you Create order Relating to the fact that adversity and racism are at a direct conflict within our society, 42 represents the pride and courage of a discriminated African American baseball player, who stood as a sign for racial progression in America. Both sport and race are sociologically problematic because they appear to be crucial aspects of human life that precedes our socialization. 42 was about an African American man, Jackie Robinson, who gets signed to play professional baseball under the Dodgers. The film takes place in the generation in which America was largely segregated and racism plagued the entire country. This generation was known to be during the 40s and 50s. Although this was a factor, Jackie never doubted his ability and strength, and he kept his head held high while pursuing his passion for baseball without physically fighting against racism. Jackie Robinsons strength against all racism related obstacles showed America how wrong they were in their ways. It shines a light on the national conflict of racial integration of American professional baseball. After World War II, African Americans would come home to racial segregation, inequality, discrimination, and a time where their life would be more difficult than ever in their communities. Jackie Robinson, like many other African American athletes at the time, were deprived opportunities that contrib uted to the equity issue in the sports world and was racially discriminated. Robinson pursued a passion of his regardless of the hatred that he got in return. He represented courage and integrity to the defeat of adversarial stereotypes on black individuals. At the start of the movie, Jackie braves the hostility of racial prejudice on and off the field of the unspoken color line, from player and fan alike. Branch Rickey, a major league team executive with a bold idea once states, a black a man in white baseball, can you imagine the reaction (Movie 42). This quote represents the whole idea behind 42 and the reactions are simply the acceptance and disproval of those being influenced by Jackies position in society. This hostility proves a major challenge not just for Jackie anymore, but his family. The main plot of 42 is not one single idea. From time to time, people try to treat the across nation debate about race as something with no importance, less about hatred and violence, and more about people simply not being careful with the words or pictures they use. Those who see racism in different ways are accused of practicing political correctness, which has become a pejorative term in society instead of a reminder that people should want to act correctly. The history of racism in America is full of ugliness and horror. This ugliness was practiced openly, even in the American temple that we call the ballpark. This movie shows that, not so long ago, racism was commonplace and often accepted. It took a few men to stand up to a racial coach, to stand up for Jackie, and to stand up against the racial like words that forced people to consider both the nature and cost of hate. Jackie Robinson was more eager to make a point about individual determination and the way individuals and societies can change. Robinson was a sign of racial progress in American for his braveness in the face of bitter abuse. The idea that baseball is known as Americas favorite pastime allows us to crucially investigate the nationalism of the sport. Baseball was used as a symbol of American values in World War II by promoting patriotism (Fitts,1994, p.76). Northern American sports have always been a part of a division based on the color of ones skin and this sheds an intense impact on our society. Baseball sociology is a way of viewing how the game functions in the society in which it is played, and how society impacts the game. Racism and adversity in baseball relate to sports sociology through the investigation of racial discrimination on issues of equity and opportunity to measure the degree of meritocracy in sports. Sociologists have used cultural studies, ideology in sports media text, and ethnographic methods to understand how racial identity is constructed in sports and its intersections with class, nation, gender, and sexuality. Sociological issues are throughout the entire movie, one focusing on the gender aspect. Gender roles were seen in the movie when Jackie was constantly taunted by other coaches through unfair racist remarks. According to 42, the coach justified his action with insensitivity and not wanting to treat him too soft. This could be seen as reinforcing masculinity as men are seen as masculine, and showing weakness to a black individual at the time was wrong. Society puts this social idea in our heads of what is masculine or feminine, and what is acceptable or not. Sociologists have studied the rise and then decline of African American players in the sports world. They have analyzed racial salary differences and the longevity of a career and documented how broadcasting and management positions are primarily white. A large sociological belief shows that African Americans are minimized through placement in decentralized positions. Relating to the movie 42, Jackie Robinson was the only black player on the Dodgers baseball team and represented racial division on sports teams, and this national accomplishment promoted more African Americans to pursue what they love no matter what racial harms were to come out of it. Out of respect for their teammates, baseball players that come from all over the world, especially the Dominican Republic, undertake the learning of the lyrics for the national anthem because Americans hold great value for the nati ons symbols of the land of the free. From massive new data available on pitchers, weve learned that umpires are more likely to widen the strike zone for white pitchers rather than minorities (Gamson,1964, p.70). This not only represents the racial inequality that still continues to live in the baseball world today but also, the stigmas that other stakeholders put on African Americans. In the end, the jobs of umpires are being expressed in the wrong way by treating African Americans unfairly, with disproportionate equality based on the color of ones skin in what is supposed to be a fair game. Stadiums are prime spots to engage in the study of cathedrals of consumption. At games, fans become a spectacle by cheering on teams, singing along to music, and engaging in provided audience games (Kahn,1991, p.402). We become accustomed to what we support and largely engage in within our social groups in society. Continuing with social problems in professional baseball, the video includes spectator violence, cheating by players and officials, and greed of owners and players. Throughout the movie, spectator violence played a huge part in racial discrimination. Fans would yell out the n-word and speak wi th the highest level of cruelty to show that they arent in favor of African Americans playing on the same team as white people. Families in the crowd would bring their kids and these young children would start yelling the n-word or things like you dont belong here because they copy what their parents do. Cheating was a big social problem in the sports world because of being a different race from everyone else. Officials would call Jackie out at first base after clearly being safe, just because of his skin color. These multifaceted issues influenced both society and sport as a whole. Sociological issues that are still widely known but are not shown in the movie 42 includes gambling, crime by athletes, drug enhancement, and the media. Gambling has remained an issue of concern to the MLB for many years. According to Fitts, gamblers interest in baseball pre-dated the Civil War, and more bets were placed on MLB games than any other collective sport in the nation (Fitts,1994, p.79). Crime by athletes is more prone to happen because they seem to have an easier chance to get away with things. Athletes hold a higher position in society and this fact allows them to have the ability to commit a crime without the worry of being punished. Such crimes could include taking drugs to enhance your performance or to create a bulkier look in the sport, just to gain a greater advantage than someone not taking steroids. A sociological issue that has a huge impact on the sports world is the media. Media in baseball changes fans views on some topics and puts labels on athletes. In the end, media changes the beauty of the actual game. Sports viewership varies by gender. Mens sports that are typically viewed live or on television include football, basketball, hockey, baseball, and while the womens sports that area covered include gymnastics, skiing, and diving. People would say sexism plays a role in the idea that mens sports are covered more often than womens sports both in print and on television. After watching 42, I have learned the importance of equality and leadership. The importance of equality and leadership are crucial factors in this movie. People cannot change without making a sacrifice. The sacrifice isnt always tangible, but rather a change to how a person views themselves, or the world. In the movie 42, as with most change that happens in the world, different groups display different attitudes; some welcome him and treat him with equal fairness. For those who struggle, it is because Robinsons arrival challenges their sense of belonging and understanding of their own personal identity. Having learned and being influenced by these two factors, I can relate them to the class, textbook, and articles that I engage with. Like class discussions and textbook or online resources, the importance of equality and leadership is in almost every unit we learn about. Equality is what shapes us as a society and leadership is what encourages us to stand up for what we believe in. As an example, in class, we have discussed many positions of inequality that are incorporated in the sports world between men versus women, black versus white, or sports versus media. In the face of opposition, change requires personal courage and an ability to live with discomfort. In the movie 42, there was a very powerful scene between a teammate and Jackie. Robinson receives a folder full of death threats against himself and says, I just want to play ball coach. When teammate Pee Wee turns up at the next game, he makes a show by putting his arm around Robinsons shoulders to show his family and friends in the crowd what he stands for. This sacrifice represented the fight for equality and the importance behind the movie. One day, we will no longer see the world with divided lenses, but we will participate solely for the love of the game with a shared spirit of powerful group morale.

The Importance of Chariot Racing for the Romans Essays

The Importance of Chariot Racing for the Romans Racing has been a pastime for humans ever since we were able to tame animals and since we have had the technology to allowed us. There are so many forms of racing in the world today that have been shaped through hundreds and thousands of years. What is it that attracts us to racing? Is it the speed, potential crashes or even just the atmosphere? To answer this question many things have to be considered. To start with lets look at the start of the Rome, at the first celebration of the Consualia in honour of Consus (an ancient god of agriculture) the rape of the Sabine Women is believed to have happened. Romulus (founder of Rome) held chariot races†¦show more content†¦They had plays, gladiators, sports both aggressive and non-aggressive like wrestling and running other than this there was only really music and art. Now think about how many types we have, it is significantly larger than What the Romans had. However, if you ask someone how important say F1 racing was to them theyd probably say not too important but that is because we all have different acquired tastes. Back then you had too like what was on offer otherwise you would have nothing! However there was still some resistance to the entertainment on offer to the Romans, Pliny the Younger complains that chariot racing is exactly the same all the time, he then expresses his frustration at the people who do like it because they only like it because of the type of team It wouldnt be so bad if they appreciated the horses speed or drivers skill. But all they see is the colour of the tunic. Some direct evidence of the Roman way of life getting progressively involved in entertainment is that gradually the amount of days dedicated to games per year rose quite significantly. By 100 BC, six games had been held. 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Etruscans were people who lived in modern day Tuscany and parts of Umbria (Beacham, 1991). Rome inherited all attributes of the Etruscan religious festivals, where various theatrical performances were given, ranging from acting to chariot racing. For instance these carnival-like festivals occ urred to please the gods though theatrical offerings. AnotherRead MoreThe Olympic Games Of Ancient Greek Athletics1273 Words   |  6 Pagesof the four great ancient Greek athletic festivals. The height of the Olympic Games occurs between the fifth and fourth centuries B.C. During this period, the games became more and more professionalized until they provoked much censure during the Roman period (Miller). This is somewhat similar to the present day games where the competitors are supposed to be amateurs, but many are professionals at their craft. Take for example the United States basketball squad. 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Strategic Management Competitive Strategy

Question: Discuss about the Strategic Managementfor Competitive Strategy. Answer: Introduction This report discusses two key ideas through two paragraphs in which the first paragraph will describe the business idea of strategy and its implementation and second paragraph will include the key idea of business model innovation. For this, two organizations, ALDI Supermarkets Chains Stores and Apple Inc. are selected to apply the key ideas of strategy and business model innovation representatively to these organizations. Key Idea- What is Strategy and Ways for the Implementation Strategy is a key idea for this section that provides an appropriate direction for an organization toward the achievement of the business goals and objectives. The strategy works according to the organizational vision, mission statement, and values for enhancing the market share, product positioning, sales performance, and revenues of the company. The strategy implementation is the sequence of activities followed by an organization to execute the strategic plan. It involves the strategy articulation, strategy communication, strategy translation, strategy monitoring and controlling, and strategy engagement. The strategy implementation enhances the product positioning and value proposition of the company for delivering values to the customers (Kaiser and Ringlstetter, 2010). The strategy implementation is identified as a process in which an organization should develop, utilize, and amalgamate the organizational structure, cultures, employees performance management and control for attaining the competitive advantage in the relevant industry. The strategy will be implemented in a way that it will provide the firm a sustainable competitive advantage by utilizing the resources in a systematic way and exploiting the business opportunities by reducing the threats and risks in the marketplace. Application of Strategy Implementation to ALDI Supermarkets ALDI is one of the largest retailing supermarket chains in the world that operates its businesses in 18 countries with over18000 stores at different locations across the countries. ALDI supermarket retailing chains stores offer a range of retail grocery products, packed foods and beverage items, sanitary goods, and other household goods. The strategy of ALDI is aimed at enhancing its market share, product positioning, sales revenues and gross profits in the global retailing industry by creating the brand awareness and loyalty in the mindsets of the customers. The strategy implementation aligns the strategy of ALDI with its vision, mission statement, goals, and values for the achievement of the goals and objectives (Australian Food News, 2015). The strategy implementation of ALDI is aimed at expanding the number of retailing supermarket chains and product varieties after adding the retailing items, such as furniture, liquors, sanitary articles, and other retailing items. ALDI implements three generic strategies including cost leadership, product differentiation, and focus strategy for getting a competitive edge by beating the competitors product development and pricing strategies. The strategy of ALDI supermarkets Australia is centered at meeting the customers needs and expectations by offering them high quality of retailing grocery items of its own brand at economic prices easily affordable to the average customers (Rothaermel, 2014). The product development strategy of Aldi is fundamentally focused on making changes in the quality of the grocery items as per customers needs and market demands. Key Idea- Business model Innovation The Business model innovation (BMI) is a disruptive innovation model that drives significant changes and innovation to the existing products or services for enhancing the brand value, product performance and positioning in the relevant industry. The business model of disruptive innovation bring all strategic business units interactively for creating innovation and creativity to the existing products or services (Augeneder, 2014). The disruption innovation model drives significant fundamental changes or technological advancements or shifts in the organizational structures, product development and manufacturing processes as per industry requirements, customers needs, and fluctuating environmental conditions. The disruptive innovation business model is highly focused on creating, redesigning, reengineering, refining, restructuring, optimizing, and disinter mediating into the existing products/service and business operations. The business model innovation assists to create new market opportunities as well as enhancing the value network by disrupting the existing value network and industry/market (Kalpan, 2012). The business model of disruptive innovation drives innovation, creativity, and flexibility to modernize the organizational structure, processes, and subsystem for attaining the high-growth success in the competitive marketplace. It enhances the adaptability and suitability of the products and services to the changing market conditions, diverse customers needs and growing environmental obligations. Application of Business Model Innovation to Apple Inc Apple is the leading American technological company that designs, develops, and sells the computer software (mac OS and iOS operating systems, iTunes Media Player, Safari Web Browser, iPod Portable Media Player, and Apple digital media player), consumer electronics (iPhone Smartphones, iPad Tablets, computers, laptops), and online services (iTunes Stores, iOS App Stores, iCloud, and Mac App Store). Silicon Valley Business Model is a type of disruptive innovation model used by Apple Inc. to drive innovation, creativity, and modifications/adaptations to the existing technological products and services, industry structures, processes, and subsystems (Stampfl, 2015). This model is based on innovation and entrepreneurship that focuses on creating value to the firm along with generating revenues. This business Model of innovation involves three elements, Innovation, value proposition, and operating model to create value to its products and services by transforming the innovative ideas into greater customer values. The key idea of using this business model innovation is to adopt new synergetic ways for creating, capturing, and delivering values to the customers. This innovation model is used by Apple to invest into the technological advancement and innovation, unique patents, reengineering ideas, and scientific experiments and inventions in the production processes for producing and launching the laptops, tablets, and mobile phones with the highly advanced configurations and unique features (Gassmann, Frankenberger, and Sauer, 2016). For example, the business model of disruptive innovation assist to enhance the product features and specifications, camera visibility, security features, service functions, and technological modifications of the iPhone smartphones, laptops, computers, and iPods. Conclusion From the above discussions, it can be concluded that two key ideas, strategy implementation and business model innovation were implemented for ALDI and Apple Inc. representatively for maintaining the sustainable position of the firms in the competitive marketplace. These key ideas will be effective for enhancing the product positioning, brand value, and competitive strengths of the companies in the relevant industries. References Augeneder, H. (2014) Implementation Strategies of Business Model Innovations within Established Firms. UK: Herald Augeneder. Australian Food News (2015). Aldi tries new strategy to grow bigger market share in Australia. [Online]. Available at: https://www.ausfoodnews.com.au/2015/05/20/aldi-tries-new-strategy-to-grow-bigger-market-share-in-australia.html. (Accessed: 9 April 2017). Gassmann, O., Frankenberger, K., and Sauer, R. (2016). Exploring the Field of Business Model Innovation: New Theoretical Perspectives. London: Springer. Kaiser, S. and Ringlstetter, J. M. (2010) Strategic Management of Professional Service Firms: Theory and Practice. London: Springer Science Business Media. Kaplan, S. (2012). The Business Model Innovation Factory: How to Stay Relevant When the World is Changing. USA: John Wiley Sons. Rothaermel, F. (2014) Strategic Management: Concepts. USA: Tata McGraw Hill Education. Stampfl, G. (2015). The Process of Business Model Innovation: An Empirical Exploration. London: Springer.

Subliminal Messages Essay Example For Students

Subliminal Messages Essay Subliminal Messages in Advertising: The Case Forand Against Lisa Caswell Syracuse UniversityRunning Head: Subliminal Messages Subliminalmessaging and subliminal perception arecontroversial topics in the field of psychology. Many studies have been conducted to determine ifsubliminal messaging does in fact work. Manypeople think that subliminal messages in the field ofadvertising are much more successful thansubliminal messages for self-improvement, such astapes sold to help the consumer lose weight, gainintelligence, or do something else to improvethemselves simply by listening to a tape. Subliminaladvertising can be defined as embedding materialin print, audio, or video messages so faintly thatthey are not consciously perceived. Rogers andSmith (1993) surveyed 400 households. Whenasked if they believed advertisers deliberatelyincluded subliminal messages, 61.5% respondedyes. A 72.2% yes answer was obtained whenasked if subliminal advertisements were effective. We will write a custom essay on Subliminal Messages specifically for you for only $16.38 $13.9/page Order now Based on these results, it can be concluded thatconsumers are aware of subliminal advertising, andbelieve it is effectively used by advertisers toinfluence their decisions. The term sub-thresholdeffects, first popularized by Packard in 1957,preceded the popular notion of subliminaladvertising, whose originator is James Vicary. Subliminal advertising first came to the publicsattention in 1957 when Jim Vicary conducted asubliminal advertising strategy of interspersingdrink Coca-Cola and eat popcorn messageson a movie screen so quickly that they could notbe seen consciously by the audience. His researchinitially reported increases in the sales of bothCoca-Cola and popcorn as a result of thesubliminal messages. Later, however, when hewas challenged and could not replicate or evenproduce the results, Vicary admitted that theresults of the initial study had been fabricated(Weir, 1984). Key (1989) has more recentlyclaimed that hidden or embedded messages arewidespread and effective. Keys theories havebeen widely discredited by scholars who haveexamined marketing applications scientifically(Moore, 1982). Although a few scholarly studieshave reported certain limited effects of exposureto subliminal stimuli in laboratory settings(Greenwald, Klinger, and Liu, 1989), mostacademic researchers on the subject havereporte d findings which indicate no practical orpredictable effect in an advertising setting (Dixon,1971). The 1957 Vicary study has been largelydisregarded in the scholarly community due to lackof scientific documentation of methodology andfailure to replicate. However, scholarly findingsand industry assertions may have had little or noeffect on the average American, who has beenexposed to popular articles and books promotingthe notion that subliminal advertising is used and iseffective. In addition, Americans have beenexposed to advertisements claiming that self-helpaudio-tapes and videotapes containing subliminalmaterials can help the purchaser with weight loss,better relationships, an improved golf game,quitting smoking, and even birth control. Awareness of Subliminal Messaging by the PublicMany in the public are aware of the termsubliminal advertising, understand the basics ofthe concept, and believe it not only is used byadvertisers but is also successful in influencingbrand and purchase choice. Shortly after theVicary study was brought to the publics attention(Brean, 1958), Haber (1959) sought to discernexactly what the public believes about subliminaladvertising when so little factual information isavailable. Results of this study determined that 41percent of 324 respondents had heard ofsubliminal advertising, and although half believed itto be unethical, 67 percent stated that theywould still watch a television program even if theybelieved subliminal messages were embedded inthe commercials. Two decades later, a survey of209 adults conducted by Zanot, Pincus, and Lamp(1983) reported double the awareness levels ofthe Haber study. The Zanot survey concluded that81 percent had heard of subliminal advertising andthat respo ndents believe that subliminaladvertising is widely and frequently used and that itis successful in selling products. The same surveydetermined that educational level is thedemographic variable most highly correlated withawareness of subliminal advertising; the moreeducated the respondent, the more likely he or sheis to be aware of the phenomenon. A study byRogers and Smith (1993) found that the moreeducation a person has (and therefore the moreopportunity to learn of the limitations of thesubliminal persuasion phenomenon), the morelikely one is to believe that subliminal advertisingworks. A 1985 study by Block and VandenBergh surveying consumers attitudes toward useof subliminal techniques for self-improvementfound some consumer skepticism and reportedmore favorable attitudes among those who wereless educated and younger. Three surveysconducted in the past decade have demonstratedthat a majority of American adults are aware ofsubliminal advertising and believe advertiserssometimes use it to sell products. The threesurveys spanned a broad geographic spectrum(Washington, D.C.; Honolulu, Hawaii; andToledo, Ohio). All three surveys opened withquestions that determined whether the respondentwas aware of subliminal advertising anddetermined whether or not basic knowledge waspresent and sufficient for continued discussion. .ued3c8d0a671d81c64beaf2d40d01b53c , .ued3c8d0a671d81c64beaf2d40d01b53c .postImageUrl , .ued3c8d0a671d81c64beaf2d40d01b53c .centered-text-area { min-height: 80px; position: relative; } .ued3c8d0a671d81c64beaf2d40d01b53c , .ued3c8d0a671d81c64beaf2d40d01b53c:hover , .ued3c8d0a671d81c64beaf2d40d01b53c:visited , .ued3c8d0a671d81c64beaf2d40d01b53c:active { border:0!important; } .ued3c8d0a671d81c64beaf2d40d01b53c .clearfix:after { content: ""; display: table; clear: both; } .ued3c8d0a671d81c64beaf2d40d01b53c { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .ued3c8d0a671d81c64beaf2d40d01b53c:active , .ued3c8d0a671d81c64beaf2d40d01b53c:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .ued3c8d0a671d81c64beaf2d40d01b53c .centered-text-area { width: 100%; position: relative ; } .ued3c8d0a671d81c64beaf2d40d01b53c .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .ued3c8d0a671d81c64beaf2d40d01b53c .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .ued3c8d0a671d81c64beaf2d40d01b53c .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .ued3c8d0a671d81c64beaf2d40d01b53c:hover .ctaButton { background-color: #34495E!important; } .ued3c8d0a671d81c64beaf2d40d01b53c .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .ued3c8d0a671d81c64beaf2d40d01b53c .ued3c8d0a671d81c64beaf2d40d01b53c-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .ued3c8d0a671d81c64beaf2d40d01b53c:after { content: ""; display: block; clear: both; } READ: Times Have Changed EssayRemaining questions in all three surveys assessedbeliefs about the phenomenon, as distinguishedfrom knowledge. Each study covered slightlydifferent ground. Each was subject to differentlimitations, yet all three produced similar findings. All three surveys found similar proportions whowere aware of subliminal advertising, whobelieved that it is used by advertisers, and whothought that it works to help marketers sellproducts. Awareness of Subliminal Messaging bythe Advertising Industry A survey of advertisingagency members, their clients and mediaproduction professionals was conducted byRogers and Seiler (1994) as to whether or notthey have ever used, or been connected with afirm that used, subliminal advertising. Based on aresponse rate of 36 percent, the reaction wasnearly unanimously negative, and evidencesuggests that the few positive responses were dueto a misunderstanding of the term subliminaladvertising. The results revealed that the majoritydenied ever using this advertising strategy, despitethe publics fears of this method of brainwashing.In addition, a significant part of the minority thatanswered in the affirmative is shown to havemisinterpreted subliminal as subtle. Theadvertising industry trade press has for decadesridiculed the notion of using hidden or embeddedmessages in advertisements. A significantpercentage (75 to 80 percent) of the U. S. population believes that advertising agencies andthe companies they represent purposely usesubliminal advertising. These consumers alsobelieve that subliminal advertising actually workseven though research studies have shown that nosignificant effects can be identified as a result ofusing subliminal imagery in advertisements (Rosenand Singh, 1992). Consumers spend about 50million dollars a year on subliminal self-helpproducts (Krajick, 1990). Scholars haveresearched advertisements with subliminalmessages embedded in them and their effects(Beatty and Hawkins, 1989). These studies havegenerally refuted the possibility of elicitingpredictable responses that could be useful tomarketers. No one has tried to determine whetherthe advertising community has deliberately utilizedsubliminal messages (Kelly, 1979; Dudley, 1987). The advertising industry has repeatedly denied theuse of subliminal embeds, and spokespersonswithin the industry have used such common-sensearguments against its probable use as: Ifsubliminals worked, wouldnt there be textbookson how to practice it? and How can showingsomeone a penis get him or her to switch, say,from Kent (cigarettes) to Marlboro? (Kanner,1989). Wilson Bryan Keys (1972, 1976, 1980,1989) writings, and frequent public-speakingpresentations, may have served to promote theconcept and purported use of subliminalpersuasion by advertisers. While his theories havebeen widely discredited by scholars (Moore,1982), his writings still appeal to consumers andkeep the question current: do advertisers usesubliminal advertising purposely in order to elicit apredictable response by consumers? Kelly (1979)asserts that this question is extremely important butunanswered by existing research, which focuseson whether subliminal advertising might beeffective if it were used, and not on wh ether it isused deliberately. One way of identifying whetherin agencies and the client companies theyrepresent consciously use subliminal advertising tohelp sell their products is to survey them. It wasnot until 1984 that a formal research study wasundertaken to determine if advertisers purposelyused subliminal embeds as an advertising strategy. In his survey of 100 advertising agency artdirectors, Haberstroh (1984) inquired whether anyof these art directors had ever deliberatelyembedded, supervised an embedding, or hadknowledge of an embedding of a subliminalmessage in advertising artwork for a client. Hisfindings indicated that, of the 47 usable responses,only 2 answered yes to any of the questions. When he checked open-ended explanations bythese two respondents, he determined there wasconfusion on the part of the respondents to theimplied definition of subliminal embeds and that,apparently, none of the 47 participants had everused subliminal messages (Haberstroh, 1984). TheAffects of Subliminal Messaging Vokey and Read(1985) were unable to find any evidence tosupport the claim that subliminal messages affectbehavior in their study. Key is a major figure in theargument that subliminal messaging not onlyoccurs, but is also effective. Key claims that avariety of subliminal techniques are used tocapitalize upon the publics obsession with sex. These include the obvious use of sexual imagerywithin the verbal and pictorial content ofadvertisements. Examples of Keys researchinclude both the Playboy ads and the rum pictorialads. Key asserts that the subliminal sexual imageryincluded in a Playboy magazine advertisementdepicting a naked woman effectively renders thead more memorable. He stated that about 95% ofcollege males remembered viewing this ad anentire month later. It is also possible that thecollege students would have remembered the adequally well without the embedded imagery. Thereis ample data to demonstrate that college studentscan likely recognize 95% of even relativelyextensive sets of pictures shown to them. In thecase of the rum ads, Key felt that the explanationfor an overwhelming preference for a particularbrand of rum is the embedded presence of thephrase u buy in a pictorial ad depicting fourtypes of rum. No researcher since has been ableto find the message in the ad. Key claims that 80%of the subjects in his studies unconsciouslyperceived the backward message, resulting in amarked preference for the rum with the message. .u4f99ebb51ecb656664704dafc7073b05 , .u4f99ebb51ecb656664704dafc7073b05 .postImageUrl , .u4f99ebb51ecb656664704dafc7073b05 .centered-text-area { min-height: 80px; position: relative; } .u4f99ebb51ecb656664704dafc7073b05 , .u4f99ebb51ecb656664704dafc7073b05:hover , .u4f99ebb51ecb656664704dafc7073b05:visited , .u4f99ebb51ecb656664704dafc7073b05:active { border:0!important; } .u4f99ebb51ecb656664704dafc7073b05 .clearfix:after { content: ""; display: table; clear: both; } .u4f99ebb51ecb656664704dafc7073b05 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u4f99ebb51ecb656664704dafc7073b05:active , .u4f99ebb51ecb656664704dafc7073b05:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u4f99ebb51ecb656664704dafc7073b05 .centered-text-area { width: 100%; position: relative ; } .u4f99ebb51ecb656664704dafc7073b05 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u4f99ebb51ecb656664704dafc7073b05 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u4f99ebb51ecb656664704dafc7073b05 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u4f99ebb51ecb656664704dafc7073b05:hover .ctaButton { background-color: #34495E!important; } .u4f99ebb51ecb656664704dafc7073b05 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u4f99ebb51ecb656664704dafc7073b05 .u4f99ebb51ecb656664704dafc7073b05-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u4f99ebb51ecb656664704dafc7073b05:after { content: ""; display: block; clear: both; } READ: Great Gatsby: Theme and character anlysis of Tom a EssayKey refuses to believe that the fact that thepreferred rum is the only one with the wordsextra special written on the bottle, or that it ismuch darker than the others and presented in ahigh-status brandy-snifter in a larger bottle hasanything to do with the preference. A study byVokey and Read (1985) was conducted to testKeys hypothesis on the embedding of sexualmessages on images. Participants in the studyrecognized the images imbedded with sexualimagery, random imagery, and no imagery at thesame rate. Key suggested that it often takes atleast a day to see the effect of the subliminalmaterial. Vokey and Read waited t wo days andfound that the participants who waited the twodays to indicate what slides they had previouslyseen remembered less than those who indicatedwhat slides they had seen immediately. Everyresult in the study disagreed with Key and hisideas regarding subliminal messages. It is difficultto believe that while there has been so muchresearch completed proving that not only aresubliminal messages not used, but that subliminalmessages are completely ineffective in changing orinfluencing behavior, the public so stronglybelieves in the influence. After all the research, thepublic still fears subliminal messages and theeffects they could have. Psychologists must workto educate the public in the matter of subliminalmessages. It is as if subliminal messages are likesuperstitions. Everyone knows that it is just asuperstition that if one breaks a mirror it will bringon seven years of bad luck, yet most people willbecome quite upset if they do break a mirror. Most people realize that subliminal messages donot have a strong effect, yet they are stillsuperstitious about them. The paranoia brought onby the idea that the brain can be influenced bysubliminal messages is great. No one likes the ideathat their thoughts and beliefs are being alteredwithout their knowledge or consent. Educationregarding advertising practices and thenon-existent effects of subliminal messages wouldhelp to bridge the gap between the knowledge andbeliefs of the industry, and the knowledge andbeliefs of the public. References Townsend, J. M.,Levy, G. D. (1990). Effects of Potential PartnersCostume and Physical Attractiveness on Sexualityand Partner Selection. Journal of Psychology. 371-379. Block, M. P., and Vanden Bergh, B. G. (1985). Can You Sell Subliminal Messages toConsumers? Journal of Advertising. 59-62. Dixon,N. F. Subliminal Advertising: The Nature of aControversy. London: McGraw-Hill, 1971. Greenwald, A. G., Klinger, M. R., and Liu, T. J. (1989). Unconscious Processing of DichopticallyMasked Words. Memory and Cognition. 35-47Haber, R. N. (1959). Public Attitudes RegardingSubliminal Advertising. Public Opinion Quarterly. 291-93. Key, W. B. (1972). SubliminalSeduction: Ad Medias Manipulation of aNot-So-Innocent America. New York: Signet. Moore, T. E. (1982). Subliminal Advertising:What You See Is What You Get. Journal ofMarketing. 38-47. Packard, V. The HiddenPersuaders. New York: Pocket Books, 1957. Rogers, M., and. Seiler, C. A. (1994). Theanswer is no: a national survey of advertisingindustry practitioners and their clients aboutwhether they use subliminal advertising. Journal ofAdvertising Research. 36-46 Rogers, M., Smith,K. H. (1993). Public perceptions of subliminaladvertising: why practitioners shouldnt ignore thisissue. Journal of Advertising Research. 10-19. Vokey, j. R., and Read, J. D., SubliminalMessages: Between the Devil and the Media. American Psychologist. 1231-1239. Zanot, E. J.,Pincus, J. D., and Lamp, E. J. (1983). PublicPerceptions of Subliminal Advertising. Journal ofAdvertising. 39-45. Category: Science Subliminal Messages Essay Example For Students Subliminal Messages Essay Subliminal Messages in Advertising: The Case Forand Against Lisa Caswell Syracuse UniversityRunning Head: Subliminal Messages Subliminalmessaging and subliminal perception arecontroversial topics in the field of psychology. Many studies have been conducted to determine ifsubliminal messaging does in fact work. Manypeople think that subliminal messages in the field ofadvertising are much more successful thansubliminal messages for self-improvement, such astapes sold to help the consumer lose weight, gainintelligence, or do something else to improvethemselves simply by listening to a tape. Subliminaladvertising can be defined as embedding materialin print, audio, or video messages so faintly thatthey are not consciously perceived. Rogers andSmith (1993) surveyed 400 households. Whenasked if they believed advertisers deliberatelyincluded subliminal messages, 61.5% respondedyes. A 72.2% yes answer was obtained whenasked if subliminal advertisements were effective. We will write a custom essay on Subliminal Messages specifically for you for only $16.38 $13.9/page Order now Based on these results, it can be concluded thatconsumers are aware of subliminal advertising, andbelieve it is effectively used by advertisers toinfluence their decisions. The term sub-thresholdeffects, first popularized by Packard in 1957,preceded the popular notion of subliminaladvertising, whose originator is James Vicary. Subliminal advertising first came to the publicsattention in 1957 when Jim Vicary conducted asubliminal advertising strategy of interspersingdrink Coca-Cola and eat popcorn messageson a movie screen so quickly that they could notbe seen consciously by the audience. His researchinitially reported increases in the sales of bothCoca-Cola and popcorn as a result of thesubliminal messages. Later, however, when hewas challenged and could not replicate or evenproduce the results, Vicary admitted that theresults of the initial study had been fabricated(Weir, 1984). Key (1989) has more recentlyclaimed that hidden or embedded messages arewidespread and effective. Keys theories havebeen widely discredited by scholars who haveexamined marketing applications scientifically(Moore, 1982). Although a few scholarly studieshave reported certain limited effects of exposureto subliminal stimuli in laboratory settings(Greenwald, Klinger, and Liu, 1989), mostacademic researchers on the subject havereporte d findings which indicate no practical orpredictable effect in an advertising setting (Dixon,1971). The 1957 Vicary study has been largelydisregarded in the scholarly community due to lackof scientific documentation of methodology andfailure to replicate. However, scholarly findingsand industry assertions may have had little or noeffect on the average American, who has beenexposed to popular articles and books promotingthe notion that subliminal advertising is used and iseffective. In addition, Americans have beenexposed to advertisements claiming that self-helpaudio-tapes and videotapes containing subliminalmaterials can help the purchaser with weight loss,better relationships, an improved golf game,quitting smoking, and even birth control. Awareness of Subliminal Messaging by the PublicMany in the public are aware of the termsubliminal advertising, understand the basics ofthe concept, and believe it not only is used byadvertisers but is also successful in influencingbrand and purchase choice. Shortly after theVicary study was brought to the publics attention(Brean, 1958), Haber (1959) sought to discernexactly what the public believes about subliminaladvertising when so little factual information isavailable. Results of this study determined that 41percent of 324 respondents had heard ofsubliminal advertising, and although half believed itto be unethical, 67 percent stated that theywould still watch a television program even if theybelieved subliminal messages were embedded inthe commercials. Two decades later, a survey of209 adults conducted by Zanot, Pincus, and Lamp(1983) reported double the awareness levels ofthe Haber study. The Zanot survey concluded that81 percent had heard of subliminal advertising andthat respo ndents believe that subliminaladvertising is widely and frequently used and that itis successful in selling products. The same surveydetermined that educational level is thedemographic variable most highly correlated withawareness of subliminal advertising; the moreeducated the respondent, the more likely he or sheis to be aware of the phenomenon. A study byRogers and Smith (1993) found that the moreeducation a person has (and therefore the moreopportunity to learn of the limitations of thesubliminal persuasion phenomenon), the morelikely one is to believe that subliminal advertisingworks. A 1985 study by Block and VandenBergh surveying consumers attitudes toward useof subliminal techniques for self-improvementfound some consumer skepticism and reportedmore favorable attitudes among those who wereless educated and younger. Three surveysconducted in the past decade have demonstratedthat a majority of American adults are aware ofsubliminal advertising and believe advertiserssometimes use it to sell products. The threesurveys spanned a broad geographic spectrum(Washington, D.C.; Honolulu, Hawaii; andToledo, Ohio). All three surveys opened withquestions that determined whether the respondentwas aware of subliminal advertising anddetermined whether or not basic knowledge