Distinctly un-American: subliminal advertising and the Cold War

Abstract

Purpose

This paper aims to describe the relationship between subliminal advertising and the Cold War to have a better understanding of the cultural dynamics of postwar America.

Design/methodology/approach

This paper is a review of primary and secondary materials from the period 1957-1958, primarily popular and trade periodicals that capture the events as they took place.

Findings

Subliminal advertising both reflected and shaped fears grounded in the Cold War cultural climate, and reveal other key insights related to the postwar psyche.

Research limitations/implications

Political ideology is readily apparent within consumer culture, a prime example of the insights to be gained by viewing American culture through an interdisciplinary lens.

Practical implications

Advertisers can effectively tap into consumers’ deeply seated emotions, but should tread carefully lest they be accused of “mind control”.

Social implications

Subliminal advertising represented a seminal moment in postwar American history by exposing the hyper-paranoia of the times.

Originality/value

A blow-by-blow account of the subliminal advertising craze and its relationship to the Cold War represents a deep dive into one of the more fascinating sites of mid-century America.

Citation

Samuel, L.R. (2016), "Distinctly un-American: subliminal advertising and the Cold War", Journal of Historical Research in Marketing, Vol. 8 No. 1, pp. 99-119. https://doi.org/10.1108/JHRM-08-2015-0030