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ABSTRACT
In the past, a few articles have been published about hidden message from advertisers who intentionally try to influence it's consumer's thought or behavior. James McDonald Vicary (1957) carried out an experiment in a theatre on 'Hungry?; ' Drink Coca-Cola' and 'Eat popcorn' though it was not well established because there was no evidence. Vicary admitted that it was a strategy with very low support for the clarity of hidden message in advert. Despite, it ineffectiveness the theory is still being used by advertisers today. This research argues that hidden message theory should be investigated and not over looked, thereby going to the field and ask questions using qualitative approach of data collection on whether pictures on advert could change one's decision in purchasing a product? If yes, what effect does it play in them then if no, why?. In this study a distinction is made between the influence of attitude by hidden message conditioning , it manipulation on consumer's behavior.
Research question
In this research it is understood that despite the relatable and simple words used by advertisers, the pictures play a significant role as well.
. Why is there sudden increase in the use of billboard?
. What effect does a picture on advert play in your mind?
. How hidden message on advert can be easily recognised?
