Study to Determine the Perception of Unintended Messages by Viewers of two United States Army Television Commercials.

摘要

This paper examines the hypothesis that individuals of different ages, ideologies, cultural, educational, and socioeconomic background may, in the process of viewing commercials, perceive messages in their minds that were not intended. It analyzes viewer responses to two television commercials produced by the United States Army. It concludes that the greatest predictor of the perception of unintended messages within the target audience is the level of education of the viewer. The study also demonstrates how subcultures and subgroups within a primary culture can be significant factors in the way messages are perceived. It asserts that messages communicated through the medium of television can in some measure be interpreted in ways not intended; the perception of subliminal messages is based on demographic characteristics and subculture influence; and, messages not intended by the sender can be positive, negative, or neutral on individuals.