Does subliminal advertising work? subliminal advertising examples

• What Is subliminal advertising?
• Does subliminal advertising work?
• 6 Subliminal advertising techniques
• Subliminal advertising examples
• Navigating challenges of subliminal advertising
• The Placebo effect and other “confounding variables”
• Subliminal advertising and marketing

In an ever-evolving world of marketing tactics and consumer influence, the concept of subliminal advertising has remained both mysterious and controversial. Embedded within the subtle realms of our subconscious minds, these hidden messages, images, or sounds aim to sway our purchasing decisions without our conscious awareness.

As marketers continue to explore innovative strategies to captivate audiences, the question lingers: Does subliminal advertising possess the elusive power to shape our desires and behaviors? Join us as we delve into the depths of this psychological phenomenon, unraveling the truth behind its effectiveness and shedding light on the ethical implications it raises in today’s advertising landscape.

What Is subliminal advertising?

Ever wondered why you suddenly crave a certain brand or product? It might be more than just chance. Subliminal advertising, a sneaky marketing technique, uses hidden messages to influence your choices without you even realizing it.

Subliminal advertising uses words, images, or sounds in television, commercials, music and, more recently, in digital media–to boost sales of products and services. Subliminal messages may be embedded in an icon, image, or briefly flashed at an audience below the level of conscious awareness.

The Hidden Influence: Subliminal messages can be embedded in images, audio, or even text. They might be flashed so quickly on screen that you barely notice, or subtly woven into the background.

The Power of Suggestion: These hidden messages can subtly suggest preferences, desires, or needs. They can create a positive association with a brand or product, even without you consciously noticing.

Does subliminal advertising work?

The most referenced classic example–is the 1957 experiment by James Vicary of subliminal advertising in movies in which the messages “Eat Popcorn” and “Drink Coca-Cola” were transmitted in single screen frames before a movie began.

Though Vicar’s claims of amazing results were later revealed to be a publicity stunt, 60 years of subsequent subliminal advertising psychology and marketing research have confirmed that subliminal influence techniques do work in specific contexts. — We’ve also learned it’s important to evaluate the impact of subliminal advertising separately from the broad array of subconscious influence triggers.

Key researcher Philip Merikle (1) at the Department of Psychology, University of Waterloo(2), has concluded–

“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”.

Key Takeaways: Subliminal influence techniques can be effective, but their impact is context-dependent. They aren’t a magic bullet for guaranteed persuasion.

It’s crucial to distinguish subliminal advertising from the broader spectrum of subconscious influence triggers. Subliminal messages are just one piece of the puzzle.

Want to know if subliminal advertising really works? Discover what has research shown about processing subliminal messages?

6 Subliminal advertising techniques

While the effectiveness of traditional subliminal advertising (like flashing quick messages) remains a subject of debate, modern marketers employ a diverse range of subtle techniques to subtly guide consumer behavior.

1) Product placement in movies and TV shows

Seamlessly integrating brands into entertainment, such as movies and TV shows, can create powerful subconscious associations that influence consumer behavior. By seeing a familiar brand in a positive context, viewers may develop a favorable perception of the product or service.

For example, if a character in a popular TV show is shown using a particular smartphone, viewers may be more likely to consider that brand when they are in the market for a new phone. This is because the character’s positive experience with the brand can be transferred to the viewer’s own imagination.

2) Sensory marketing

Think of the inviting aroma of freshly baked bread wafting through a grocery store, or the calming music playing in a spa. These carefully curated scents and sounds in retail environments subtly shape mood and encourage purchases.

3) Priming

Have you ever noticed how seeing a commercial for a juicy burger can suddenly make you feel hungry? That’s priming in action. Exposing people to certain words or images can subconsciously influence their subsequent thoughts and actions.

4) Anchoring

This technique involves setting a reference point (an “anchor”) to influence how people perceive subsequent information. For instance, showcasing a high-priced item first can make other items seem more affordable in comparison.

5) Scarcity and urgency

Limited-time offers or low-stock alerts tap into our fear of missing out, creating a sense of urgency that can drive impulsive purchases.

6) Color psychology

Colors evoke emotions and influence perceptions. Red can stimulate appetite, blue conveys trust, and green suggests nature and sustainability. Brands carefully select colors as part of their subliminal perception design to align with their message and target audience.

Subliminal advertising examples

Studies have demonstrated that playing French or German music in a wine shop results in more people selecting, respectively, more French or German wines with customers being completely unaware that they were being manipulated.

We are more likely to select the first among options that are most accessible, whether it is among objects at eye level or a choice nearer to a target item.

On food and other menus, we are more likely to choose from the very top or very bottom. Why? Those areas are the first to attract our attention/eye. We assume we’re selecting the Reuben sandwich because we are hungry for it, but, in fact, it’s the placement of the food on the menu that is the most powerful determiner of the food we select.

• The Wine shop symphony

Studies have shown that playing French or German music in a wine shop can lead customers to select more French or German wines, respectively. This subtle nudge, often unnoticed by the shoppers, demonstrates the power of auditory cues in shaping consumer choices.

• The eye-level advantage

We are naturally drawn to what’s easiest to see. Whether it’s products placed at eye level on a shelf or options listed closer to a target item, we’re more likely to choose what’s most accessible. This “eye-level advantage” is a key principle in retail design and product placement.

• Menu magic: top and bottom temptations

On food and other menus, items listed at the very top or very bottom tend to be more popular. This is because these areas capture our initial attention and are often the first and last things we see. So, while you might think you’re choosing that Reuben sandwich because you’re craving it, its placement on the menu might be the real driving force behind your decision.

• The fleeting flash: McDonald’s on iron chef

The Food Network once subtly inserted a flash of the McDonald’s logo during an episode of the popular show Iron Chef. While brief, this subliminal exposure aimed to plant the fast-food giant’s brand in viewers’ minds.
The Coca-Cola controversy

In 1957, James Vicary claimed to have boosted sales of Coca-Cola and popcorn at a movie theater by flashing messages like “Drink Coca-Cola” and “Eat Popcorn” on the screen for a fraction of a second. However, this claim was later debunked, highlighting the ethical concerns and skepticism surrounding subliminal advertising.

• Warm drinks, warm hearts

Beyond visual and auditory cues, even subtle physical sensations can influence our perceptions. Research suggests that handing someone a hot drink can make you seem like a “warmer” person than offering them an icy one, demonstrating the surprising power of touch in shaping social judgments.

• Inspirational imagery: boosting sales performance

Subliminal messaging can extend beyond consumer choices to impact workplace productivity. In one study, displaying a poster of an athlete winning a race led to improved sales performance, even though management never explicitly discussed the image with employees. This suggests that subtle visual cues can motivate and inspire action.

• Netflix’s “You” and the “Bird Box” blink

In 2019, the Netflix series “You” employed a clever tactic to promote itself. During an episode of another popular Netflix show, “Bird Box,” the “You” logo briefly flashed on the screen. This subtle cross-promotion aimed to capture the attention of viewers already engaged with the platform.

• TikTok’s “Coin” conundrum

In 2021, a TikTok user alleged that the app was using subliminal messaging to encourage in-app purchases. The user claimed that the word “coin” was briefly flashed on the screen, potentially influencing users to buy more virtual currency. While unproven, this allegation highlights the ongoing concerns about the potential use of subliminal techniques in digital platforms.

These examples showcase the diverse and often subtle ways in which subliminal advertising can influence our thoughts, feelings, and behaviors. While the effectiveness of such techniques remains debated, they underscore the complex relationship between our conscious and subconscious minds, and the powerful role that subtle cues can play in shaping our decisions.

Subliminal messages

By the late 1950s, subliminal advertising psychology had gained such recognition that its techniques were believed to be so effective at manipulating people that the United Kingdom and Australia banned their use. In the second installment of this post, I’ll explain why they have less impact than we once believed.

Subconscious triggers

Research demonstrates that people are influenced by different kinds of subliminal/subconscious triggers. This is why flashed subliminal screen messages have been banned by the British and Australian governments for decades, despite subsequent research indicating that their impact is generally constrained by other factors.

Navigating challenges of subliminal advertising

Subliminal advertising, while potentially powerful, faces several hurdles that can limit its effectiveness and raise ethical concerns:

• The Subconscious barrier: Measuring the true impact of subliminal messaging is difficult as it operates below conscious awareness.
• Individual differences: People respond differently to subtle cues, making a one-size-fits-all approach ineffective.
• Ethical concerns: Subliminal advertising raises questions about manipulation and free will, as it bypasses conscious decision-making.
• Backlash risk: If consumers become aware of subliminal tactics, it can lead to negative backlash and damage brand reputation.
• Legal gray area: The legality of subliminal advertising varies, creating a complex legal landscape for businesses to navigate.
• The need for subtlety: If messages are too obvious, they lose effectiveness and can backfire.
• Digital age dilemma: In today’s information-saturated environment, it’s challenging for subliminal messages to cut through the noise.

Despite these marketing challenges, subliminal advertising remains an intriguing field. As we learn more about the human mind, the techniques used will evolve, opening up new possibilities for the future of marketing. However, ethical considerations and respect for consumer autonomy must remain paramount.

Flight or fight response set

Why are we potentially vulnerable to such stimuli? –In order to survive, our early ancestors needed to be in tune with subliminal, below the level of conscious awareness sensory input. We have them to thank for our hard-wired flight or fight response to such stimuli. –Have you ever suddenly awakened after hearing an unfamiliar thud or bang? Is it a burglar? A possum in the attic? Or, something completely harmless? Before conscious reflection can take place, you are already primed for action. This and similar hard wiring leaves us open to being manipulated, e.g., making a purchase or supporting a cause–that may be against our best interests.

The Placebo effect and other “confounding variables”

Experiments show that subjects evaluated photographs of individuals somewhat more positively or negatively depending on whether a preceding subliminal image was positive or negative. That said, the general physical attractiveness of each individual was by far the more powerful determiner.

Subliminal negative messages in political ads seem to have an effect, echoing the more powerful, well-established finding that negative political ads are more effective than positive ones. Only limited research has been done on how to optimize the generally limited impact of flashed subliminal messages. The content of subliminal and their timing needs to be exactly right.

Nonetheless, it’s clear that the headline “Avoid These Fatal Mistakes” is more likely to get our attention than “Make Better Choices.” We see abundant examples of this negative priming in all the clickbait that pops up at the bottom of news media screens. (Recognizing fake and misleading information)

The military has used subliminal tapes and CDs to help personnel recognize foreign ships and aircraft. Has this worked? To a limited degree, yes, though the placebo effect (the belief among subjects that it would help) is apparently the most powerful among the determining factors.

More recently, studies have revealed that anesthetized patients recall more of what doctors and nurses say when undergoing medical procedures than previously believed possible. This is concerning because we know that subliminal negative images and words can alter a person’s mood, perhaps, in this case, even their ability to heal.

Subliminal advertising and marketing

As a web design Houston, OWDT has marketing experts who can help in many areas of business development, expansion and promotion. Is subliminal advertising illegal? No it is not, but whether it’s subliminal marketing, direct marketing, internal marketing, SEO services or one of a number of other areas of advertising and marketing, we are here to help.

Sources

1. https://neurotree.org/beta/publications.php?pid=607429

2. https://uwaterloo.ca/psychology/