What is subliminal advertising? Subliminal messages are placed in advertisements as hidden words or images. Such subconscious stimuli can influence behavior, cognition and attitude. Subliminal messages, also called hidden messages, are designed to travel below the normal limits of perception. Sometimes subliminal advertising is not a well-made image or visual illusion. Sometimes a specific product is present in the background, which is not obvious. This is called product placement.
An example is when certain products or places are featured repeatedly in TV shows or movies. Subliminal advertising is done well if the viewer, after discovering the hidden message, is a little proud of himself or even enjoys the trick of the advertisement. The great thing about these hidden messages is that if done right, they can pay off and lead to some of the most memorable ads to date.
What is subliminal advertising?
Today, advertising as one of the components of marketing directions is becoming more and more complex. As a result, the priority of using psychological methods in advertising is growing. This determines the legitimacy of considering the subconscious impact of advertising on the consumer. Currently, there are many books and magazines devoted to the issues of psychology in advertising. Nevertheless, the acceleration of the pace of market development, the increase in the frequency of changes in the generation of goods requires additional research on this issue.
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Psychological manipulation techniques
Subconscious or subliminal advertising can be defined as visual, audio or other advertising that affects the human psyche and is unconsciously assimilated. Despite the fact that subconscious advertising has been surrounded by scandals and jokes for more than half a century, it is perhaps more correct to treat this issue without undue irritation. From time to time there are new allegations against messages that work on the subconscious, especially in the case of movies. Musicians were also accused of trying to influence the subconscious of people.
How does subliminal advertising affect the recipient’s mind?
If subliminal advertising is understood as messages sent by advertisers to draw our attention to a product, then it surrounds us everywhere. After all, in today’s information-saturated world, a huge amount of spam enters our brains, and the filters of consciousness are not always able to control it. However, not all messages affect the subconscious subconsciously.
Today, many stores use background music (usually jazz or Latin music) to overlay hidden messages that are not picked up by our consciousness. The purpose of these messages is to encourage shoppers to prevent petty shoplifting. Among all TV commercials, magazine ads, in this sense they turn into advertising that works on the subconscious.
Clever action on the subconscious
Subliminal advertising is the practice of placing a signal or message in an advertisement in order to directly incorporate information about that message directly into the recipient’s subconscious, without being noticed by their consciousness. One example is hidden photos that flash so fast that they are not detected by the conscious, but recorded by the subconscious. Sounds that are not audible to consciousness can also be used as subliminal messages. Critics of subliminal advertising believe that these types of messages are not protected by the criticality of conscious awareness, which makes them stronger than mere messages that the recipient can ignore.
Such advertising came to the fore in the United States in the 1950s when many books were published on the subject, exposing its existence and causing public outrage. One of the researchers described the results of an experiment in which the 1957 news – drink Coca-Cola and Hungry? Eat Popcorn – They were inserted into a new movie for six weeks. It claimed popcorn sales were up 57.8 percent in six weeks, while Coke sales were up 18.1 percent. As a result of this experiment, subliminal advertising was banned in the United States in 1958, although the researcher was later convicted of falsifying the results.
Despite popular belief, there is very little evidence to support that subliminal advertising works. Even most experts agree that there is no reason to believe that such advertising in any way influences the thoughts or actions of the recipient. Subconscious messaging works best when coupled with a pre-existing desire. In the event that the person is not currently experiencing any need or purpose to which the subliminal message is associated, it is unlikely to be more effective. However, subconscious influences cannot last long. This effect lasts an average of 25 minutes. After some time, subliminal advertising fades from memory and ceases to be effective.
