استخدام الرسائل الخفية اللاشعورية من جانب محترفي العلاقات العامة في المنطقة العربية

Ahmed Mostafa Kamel

doi:10.35516/Hum.2025.8951

Authors

Ahmed Mostafa Kamel College of Communication, Fujairah University, United Arab Emirates https://orcid.org/0000-0001-8433-6625

DOI:

https://doi.org/10.35516/Hum.2025.8951

Keywords:

Subliminal messages, public relations activities, media production

Abstract

Objectives: This study aimed to gain a deeper understanding of public relations professionals' perceptions of subliminal messages, including their beliefs about these messages' effectiveness, the extent to which they monitor such messages in media and public relations activities within the Arab world, and the anticipated future role of subliminal messaging in various public relations fields.

Methods: A descriptive approach was utilized to analyze a specific situation and draw conclusions. A questionnaire was distributed to a purposive sample of 135 individuals from five countries in the Arab region.

Results: The findings revealed that only 4.4% of respondents had full awareness of subliminal messages, including their types and applications. However, 83.7% of respondents expressed varying degrees of belief in the effectiveness of these messages, and 60.7% reported detecting subliminal content in various communication messages.

Conclusions: The study offered several recommendations, emphasizing the need to develop tools for monitoring and analyzing subliminal messages, review related regulations and laws, and enhance public awareness and protection concerning these messages.

Downloads

Download data is not yet available.

References

Weber, D. (2016). How neuroscience can help marketers build memorable brands. The Career Press, Inc.

Karam, R., Haidar, M. A., Khawaja, A., & Al Laziki, G. (2017). Effectiveness of subliminal messages and their influence on people’s choices. European Scientific Journal, 13(17), 262-278.‏

Vokey, J. R., & Read, J. D. (1985). Subliminal messages: Between the devil and the media. American psychologist, 40(11), 1231.‏

Lloyd, R. E., & Bailey, S. L. (2020). Subliminal advertising: The role of implicit processing in consumer behavior. Journal of Marketing Research, 57(4), 678-690. doi:10.1177/0022243720934863

Karremans, J. C., Stroebe, W., & Claus, J. (2006). Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice. Journal of Experimental Social Psychology, 42(6), 792-798.

Florea, M. (2016). History of the 25th Frame. The Subliminal Message. International Journal of Communication Research, 6(3), 261.‏

Pomerantz, J. (2013). The hidden arrow in the FedEx logo: A brilliant design and branding strategy. Journal of Design and Brand Strategy, 12(2), 45-58.

Smith, A. (2014). The hidden elements in logo design: A study of Baskin-Robbins and others. Journal of Branding and Design, 22(3), 123-137.

Borovac Zekan, S., & Zekan, I. (2022, February). SUBLIMINAL MESSAGES IN ADVERTISING: DO THEY REALLY WORK?. In DIEM: Dubrovnik International Economic Meeting (Vol. 7, No. 1, pp. 102-113). Sveučilište u Dubrovniku.‏

Hawkins, D. I., & Mothersbaugh, D. L. (2016). Consumer Behavior: Building Marketing Strategy. McGraw-Hill Education.

Packard, V. (2007). The Hidden Persuaders. Ig Publishing. 9780978843106, 097884310X.

Stewart, P. A., & Schubert, J. N. (2006). Taking the “Low Road” with Subliminal AdvertisementsA Study Testing the Effect of Precognitive Prime “RATS” in a 2000 Presidential Advertisement. Harvard International Journal of Press/Politics, 11(4), 103-114.‏

Caccavale, J. (2012). Subliminal Advertising and Modern Day Brainwashing. NeuroMarketing: Exploring the Brain of the Consumer. Retrieved from https://www.neuromarketing.com/articles/brainwashing/subliminal-advertising-and-modern-day-brainwashing/

Beck, J. (2016). The influence of subliminal messages in advertising and their impact on consumer behavior. Journal of Consumer Psychology, 26(3), 387-394. doi:10.1016/j.jcps.2016.02.002

Hollender, N., Hofmann, C., Deneke, M., & Schmitz, B. (2010). Integrating cognitive load theory and concepts of human-computer interaction. Computers in Human Behavior, 26(6), 1278-1288. doi:10.1016/j.chb.2010.05.031

Federal Trade Commission. (2000). Advertising FAQ's: A Guide for Small Business. Retrieved from https://www.ftc.gov/tips-advice/business-center/guidance/advertising-faqs-guide-small-business

Advertising Standards Authority. (2020). The CAP Code: The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing. Retrieved from https://www.asa.org.uk/codes-and-rulings/advertising-codes/non-broadcast-code.html

Competition Bureau Canada. (2019). False or Misleading Representations and Deceptive Marketing Practices Under the Competition Act. Retrieved from https://www.competitionbureau.gc.ca/eic/site/cb-bc.nsf/eng/00515.html

Ahmed, N. H. (2023). The Effectiveness of the Implicit Subliminal Messages in Awareness Advertising. International Design Journal, 13(1), 57-63

Kamel, A. M. (2019). The Effectiveness of Communication Efforts in Raising Family Awareness about the Seriousness of Children Using Screens and Electronic Devices.‏. Journal of Content, Community & Communication.

Kamel, A. M. (2023). Reasons for Temporary or Permanent Suspension of Using Electronic Accounts on Social Media Platforms. Dirasat: Human and Social Sciences, 50(6), 378-387.‏

ZDRAVKOVSKA, S. D., Haque, S., & Szydlak, W. (2021). Subliminal Messages-Motivating Learners Using Visual Cues: An Experimental Study. Balkan Social Science Review, 18, 367-385.‏

Hassan Abdo, A., Nada, M., & Abdel Rahman Ibrahim, R. A. H. (2024). Employing Subliminal Messages, in Social Marketing Ads for Changing Concepts in the Egyptian Society. International Design Journal, 14(3), 171-183.‏

Arendt, F., Markiewitz, A., & Scherr, S. (2020). Investigating suicide-related Subliminal messages on Instagram. Crisis.‏

Nadeem, S., & Ansari, N. (2021). THE POWER OF POLITICAL SUBLIMINAL MESSAGES IN KASHMIR BASED MOVIES HAMID AND HAIDER. Pakistan Journal of International Affairs, 4(2).‏

Vokey, J. R., & Read, J. D. (1985). Subliminal messages: Between the devil and the media. American psychologist, 40(11), 1231.‏

Sur, R. (2021). Subliminal Messaging: Moving Beyond Consciousness. Consumer Happiness: Multiple Perspectives, 101-116.‏

Kiran, V., & Kishore, K. (2013). Subliminal Messages in Advertising: A Concept not to be Ignored. Asia Pacific Journal of Management & Entrepreneurship Research, 2(3), 37.