A sample of MBA students has been exposed to a selection of examples of such messages the results of these experiments are analyzed, tested, and then analyzed throughout the paper. The purpose of this paper is to shed light on the dilemma of subliminal messages as used in Lebanese marketing advertising. Although researches in this field have not proven that subliminal messages affect human behavior per se, results of the studies that examined the effect of subliminal messages have been contradictory there is no clear evidence as to how this concept works. Many believe in the power of the subconscious and propose that subliminal messages are hidden in ads and are addressed to that hidden part of the brain. However, there has been a continuous debate among marketers about the use of subliminal messages in advertising. Millions of dollars are budgeted to attract new customers and to retain current customers. Marketing advertising is one of the fundamental activities performed by all businesses. Overall results reveal that both the marketing and non-marketing professionals view and perceive the subliminal messages embedded in the ads with a statistically significant difference. For non-marketers, no support for any of the hypotheses found. Also marketers' attitude towards subliminal ads was negatively significant on behavior towards brand. Results of Path analysis show that only one factors for marketers, such that Knowledge about subliminal messages had significant positive effect on attitude towards subliminal Ads. Structural Equation modeling was performed to test the hypothesized relationship between variables. For each group total of 140 participants gave their responses. Three commercials were selected which had embedded subliminal messages and respondents viewed the advertisements before filling out questionnaires to identify their level of awareness and the degree of knowledge about the type of subliminal content embedded in the ads. To serve the objective of comparative analysis conceptual model was developed for both groups which involved Perception, Awareness and Knowledge relationship with attitude, then relationship of attitude on Behavior towards the brand. This research study is an effort to explore the difference in the understanding of marketers and non-marketers about their perception, awareness, knowledge, attitude and behavior about the subliminal messages in advertising. This study includes the way of functioning of the visual perception in the advertisements together with the examples, and researches whether the attempts to actuate and induce the human feelings and motives could in fact control the behaviors and thoughts, and whether they are right ethically. E.g: placing into the background the green color in order to make a product look more reddish. Such images have certain qualities which trigger and actuate the visual perception.

The expert psychologists work together with the art directors within the companies where the hidden messages are produced, in order to place in the pictures such images which are to attract attention of the subconscious. Eighty percent of the perception is structured by the eyesight.

For this reason, the advertisers develop their products with such kind of methods which could be recorded in their clients' memory for a long time. In daily life, thousands of information, pictures and sounds go to the memory on a daily basis, and the human brain recalls them if only they are necessary. And, this makes us question the necessity of the visual perception management in the human brain. When the consumer wants to buy a product, it is necessary that the product for which advertisement is made in the mind emerge. In our present day, the conscious is one of the objects where the advertisers often use it to make hidden inducements in order to influence the behaviors of the consumers and where the desire to buy a product is created, placed in it to best market and publicize their own trademarks and products. The subconscious includes all mental events that stay out of conscious perception and have no potential to access to the level of conscious.

Subliminal definition anatomy