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Transcript of Subliminal Message
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The Seven What is Subliminal Messages? Subliminal advertising is a technique of exposing consumers to product pictures, brand names, or other marketing stimuli without the consumers having conscious awareness. Once exposed to a subliminal message, the consumer is believed to decode the information and act upon it without being able to acknowledge a communication stimulus. Dangers of
Advertisement The effect and dangers of subliminal messages have been extremely controversial issues among both scientists and the psychologists.
Many researchers, however, believe it does affect the human brain has some controlling effect. Over the years there have been literally hundreds of studies"..."these studies show that considerable information capable of informing decisions and guiding actions is perceived even when observers do not experience any awareness of perceiving".
Philip Merikle, Department of Psychology, University of Waterloo. When an individual is told to do something, he or she generally thinks about the positive and negative consequences, and then decides whether or not it is a good idea.
This is done in the conscious mind, where the individual is aware of the suggestion he or she is being given. The decisions the conscious mind makes are based upon the knowledge and reasoning skills one has developed through experience and education.
The subconscious mind does not have these reasoning skills, and thus has no ability to distinguish right from wrong, or judge the information it receives.
When a suggestion enters the subconscious mind, it is taken as the truth and stored for future reference. For this reason, subliminal messages could be dangerous when used improperly -Some of the researchers found that briefly flashed messages of fear-related words tended to trigger activity in a brain region associated with fear
-The scientists measured brain activity during presentation of subliminal words. Half of the words were threatening in nature, such as “danger” or “kill.” The other half were emotionally neutral, for instance, “cousin” or “see”.
-During the process, the researchers recorded electrical activity in the amygdala, a brain structure that responds to fearful or threatening stimuli.
-The researchers observed that the subliminal, threatening words were detected by the brain and elicited more electrical activity in the amygdala than neutral words. George Bush Advertisement Against Al Gore Early Speculations:
-1957 – The Hidden Persuaders by Vance Packard
-Brought motivational research techniques to public attention
-Thesis: “We are being monitored, managed, and manipulated outside our conscious awareness by advertisers and marketers.”
-Physiological responses to external stimuli had been recognized in psychological research much earlier What Do Psychologists Say about Subliminal Advertising?. Experts Now -Age of Propaganda - Psychologists Anthony Pratkanis and Elliot Aronson
No clear evidence that support its effect
No cases prove/ cannot be reproduced/ poor methodological grounds
-Some evidence for subliminal perception
cocktail party phenomenon Most agree that there is some level
of effect, but not under all circumstances Recent research suggests that it is generally impossible to make someone do something that he or she doesn’t really want to do with subliminal messages Work much better when it is simply reminding
people about something they already want to do anyway Weight of a Product Tradition Music Geography Product Design and Shape HISTORY
Introduced in 1897, the concept became controversial as "subliminal messages" in 1957 when marketing practitioners claimed its potential use in persuasion. Subsequent scientific research, however, has been unable to replicate most of these marketing claims beyond a mere placebo effect.
Subliminal messages were apparently first unleashed on the American public in the 1950s by James Vicary, an advertising executive. Vicary performed a study at movie theaters in which the words "Drink Coca-Cola" and "Eat Popcorn" were flashed on the screen for 1/3000 of a second at five-second intervals during a film Subliminal Advertisement within Industries Tobacco Industry
The tobacco industry uses subliminal messaging in tobacco products and advertising to lure in tobacco users.
Tobacco companies use color association (without brand-names and logos) to attract youth and subliminally remind people of their
brands. Food Industry
McDonald’s symbol flashing on the screen during Sunday’s airing of “Iron Chef America” on the Food Network. Beverage Industry
The drink packaging was designed by Russian designer Ramm ND Music Industry
The music industry is littered with backmasked messages. It is also recorded for your subconscious mind Subliminal Advertising: Political Campaigning Increase use of subliminal advertising in political campaign ads
No campaign has admitted to actually using subliminal techniques because of ethical issues
George W. Bush - 2000 TV Advertisement about prescription drugs for the elderly
- The word "RATS" is flashed for a split second
- Campaign team denied intentionally using the words as a subliminal message
- Advertisement was pulled because of the controversy Product Placement Practice of integrating specific brands and products into filmed entertainment.
Brands pay to have their product placed in a scene for exposure -> familiarity.
Well-known figures are endorsing the product.
Subconscious mind takes in all minor details.
Widely used in popular films and television
30 Rock Snapple Product Placement: Logo Design How Effective is
Subliminal Advertising Subliminal messages are everywhere
Controversial topic, especially in advertising
Studies show people do unconsciously pick up subliminal information
Negative words are more powerful than positive words
Intent, design, motive, and acceptance level of audience can determine degree of effect - Identified by Martin Lindstrom : branding expert, studies consumer behavior
- Conducted several experiments to test each type
- Five areas influence the choices that consumers make 5 Types of Subliminal Advertising that Influence Branding - The feel of a product in a customer's hand
influences their ultimate decision
- TV Remote Control test: consumers chose
the heavier remote control and believed the
lighter one was broken
- Manufacturers place more aluminum in
products to persuade customers into
thinking they are purchasing a product
of higher quality - Consumers are attracted to familiar and comforting rituals because they are already acquainted with the product
- The "Mexican Tradition" of placing a lime into a Corona came about when a bartender made a bet to see if he could begin a tradition by putting a lime into a beer
- This "tradition" is why Corona became popular in such a short amount of
time, easily surpassing it's
competitors, such as Heineken developing a customer ritual - Type of music playing in a store can
affect how quickly one shops and how
much they buy
- Music with a fast tempo tends to make
consumers shop quicker, which means
- Wine experiment: when playing French
music, customers were more inclined
to purchase French wine; when
playing German music, more
consumers bought German
wine a product's country of origin influences
purchasing decisions - Consumers associate specific countries with a level of quality when it comes to the manufacturing of products
- If given the choice to buy a car manufactured in Turkey or in Switzerland, most shoppers choose the car from Switzerland because of the association with high quality and excellent craftsmanship
- Perfume advertised as made in Paris or
New York results in greater sales
than perfume made in
small cities - Subliminally affects the purchases that
- The design and shape of a product
appeals to what we believe the product's
level of quality will be
- Mayonnaise experiment: revealed women
were more inclined to purchase the same
exact mayonnaise that was packaged in
a shapely container, with a narrow
waist, rather than one that is
short and round The Appeal of Subliminal Advertising One of the reasons why the idea of subliminal advertising is so appealing is that the public “loves to be fooled”.
The fact that even to this day with all the research that has been done, the subject remains a very controversial issue, which makes it even more intriguing and mysterious, adding to the appeal.
Sex as an
Appeal Factor. The most common and powerful subliminal message is SEX.
Most subliminal advertising techniques are designed to appeal to the sexual desires of the consumer, even when the product being sold has nothing to do with sex.
The usual method of doing this is to manipulate the imagery in advertising or on packaging with an airbrush or similar device to portray sexual acts or the word "SEX" subtly worked into background patterns.
The intention is to associate the product with sex in the subconscious mind of the consumer, thus causing them to buy the product because of an unconscious(and mistaken) belief that it leads to sexual pleasure.
These subliminal sex ads are today an integral part of modern American life— even though they have never been seen by many people at the conscious level.