algumas considerações sobre a chamada propaganda subliminar

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ID: 250128
2009
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Abstract
O autor faz uma revisão das origens da expressão "propaganda subliminar" e do seu percurso histórico a partir dos eventos de 1957, nos EUA, que deram notoriedade ao assunto. Em seguida, a partir de considerações teóricas sobre as formas pelas quais se processa a comunicação publicitária, procura demonstrar que carecem de fundamento as afirmações de que tais ações possam atingir os seus objetivos fora dos limites de percepção dos receptores. Palavras-chaves: propaganda, percepção, psicologia, percepção. ABSTRACT The author reviews the origins ofthe expression "subliminal advertising" and its development after the 1957 events - in the USA - which gave the subject its present notoriety. This is followed by theoretical considerations about the process of advertising communication, which aim at demonstrating as baseless the claims that such actions may take place below the human threshold of perception. Keywords: advertising, perception, psychology, communication.
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Authors ;J. Roberto Withaker Penteado
Journal Science
Year 2009
DOI
10.18568/1983-7070.11135-152%y
URL
http://revistacmc.espm.br/index.php/revistacmc/article/view/9
Keywords
communication mass media

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