Answer to Question 1
Answer: Although subliminal visual images can affect attitudes in the laboratory (e.g., subliminally presented words Lipton Ice), there is no scientific evidence that subliminal messages influence attitudes or behaviors in everyday life. Although researchers found that participants given tapes to enhance self-esteem or memory thought that the tapes worked, objective measures of self-esteem and memory failed to demonstrate any differences between experimental conditions. You would do better to spend your 29.95 on something else.
Answer to Question 2
Answer: Culture can influence what types of ads work most effectively. Specifically, research has shown that in interdependent cultures, ads that emphasize that a product will benefit one's social group and/or family tend to be more successful, but in cultures that emphasize independence, ads that emphasize independence and goal attainment tend to be more successful. Culture can also be perpetuated by ads. Specifically, ads often portray what is considered normative for a family structure and for gender roles in a given culture. In fact, in several cultures across the world, women are portrayed in the dependent role consistently more often than men are. In both of these ways, culture influences advertising and advertising in turn influences culture.
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