Subliminal Advertising: What It Is and How It Works
Subliminal Advertising: What is it?
The term “subliminal” (from the Latin sub- meaning “under” and limen meaning “threshold”) refers to something below the threshold of consciousness. In the context of advertising, “subliminal advertising” uses stimuli that are not consciously perceived but can influence the behavior of recipients. This technique aims to induce people to become buyers, enthusiasts, supporters, or adopt other desired behaviors.
Due to concerns about its ethical implications and potential to manipulate individuals, subliminal advertising is widely considered a controversial practice and is banned in several countries.
Defining Subliminal Advertising
Several experts have defined subliminal advertising, highlighting its subtle and often hidden nature:
- O’Guinn, Allen, and Semenik define it as advertising that purportedly operates on a subconscious level.
- Laura Fischer and Jorge Espejo believe that subliminal advertising reaches the unsuspecting individual through messages invisible to the senses. They emphasize the use of sex and primal urges in these messages, citing the example of images subtly embedded within ice cubes in liquor advertisements.
- Mabel Lopez, referencing the General Law on Advertising, describes subliminal advertising as utilizing production techniques and stimuli that act upon the target audience without conscious perception.
Summary of Subliminal Advertising
Subliminal advertising employs production techniques and stimuli that engage the senses and/or convey messages capable of influencing the subconscious. Operating virtually invisibly to our senses, it seeks to influence the behavior of the public (consumers, fans, followers) to achieve specific objectives, such as selling a product or service, attracting supporters to a political party, or drawing spectators to an event.
The Origins and Evolution of Subliminal Advertising
The emergence of subliminal advertising is often traced back to 1956 in New Jersey. James Vicary claimed to have inserted images of Coca-Cola and popcorn into film frames at a movie theater. These images, though imperceptible to the audience, allegedly led to a significant increase in popcorn and soft drink sales. While the validity of Vicary’s claims has been widely disputed, the incident sparked considerable interest in and concern about subliminal advertising.
Studies, such as those conducted by the University of Barcelona, have suggested that subliminal stimuli can influence viewer behavior. Subliminal messages, designed to bypass conscious awareness, can take various forms, including images flashed for extremely brief durations or sounds below the threshold of audibility.
Subliminal messages have been employed in political propaganda and advertising. Attempts to associate products with subconscious desires, particularly sexual ones, are frequently reported. One example is the alleged embedding of the word “sex” within the design of Pepsi Cola packaging.
Product Placement: A More Overt Form of Influence
While subliminal advertising operates covertly, a related technique known as “product placement” functions in a more overt manner. Product placement involves strategically featuring brands and products within entertainment content, such as movies or television series, often associating them with enjoyable or desirable scenes. This method aims to create a positive link between the product and the viewer’s experience, influencing their perceptions and purchasing decisions.
Subliminal Advertising in the Digital Age
The internet has provided fertile ground for subliminal advertising, with techniques often employed in banner ads and animated GIFs.
Announcements and Subliminal Messages
Announcements, designed to present a product or message to the public, are often used for promotional purposes. Mass media, particularly audiovisual media, are frequently used to disseminate announcements due to their ability to engage the viewer effectively.
Advertisements can be considered a type of announcement, typically concise and focused on conveying a basic fact or idea, often with a persuasive or seductive intent. Subliminal techniques are sometimes employed in advertisements to implant specific messages in the viewer’s mind.
Characteristics of Advertisements Across Different Media
- Television: Television offers a powerful medium for advertisements, combining moving images, sound, and music to captivate the viewer.
- Radio: Radio advertisements, lacking visual elements, rely more heavily on persuasive language and sound design.
- Print Media: Print advertisements in newspapers or magazines often leverage strong visuals and brand imagery to compensate for the absence of sound and motion.
- Outdoor Advertising: Billboards and other forms of outdoor advertising utilize prominent placement and eye-catching designs to attract attention.
Examples of Subliminal Messaging
The example of the Pepsi cans allegedly designed to subtly spell out “SEX” when placed together illustrates the use of subliminal messaging, particularly the exploitation of sexual themes.
The Mapfre insurance advertisement, with its tagline “There is only one Mapfre,” exemplifies a more indirect approach. By associating itself with the caring nature of a mother during the Christmas season, the advertisement aims to evoke feelings of trust and security.
Conclusion
Subliminal messages are prevalent in various forms of media, including commercials, television shows, and movies. While often imperceptible to conscious awareness, these messages gradually infiltrate our minds, potentially influencing our thoughts, feelings, and behaviors.