Subliminal Suggestion in Marketing Ads

Using Subliminal Persuasion as an Effective Advertising Technique

Oct 11, 2009 Brenna Coleman

To some degree, a skilled ad creator will integrate subliminal suggestion into marketing ads as an effective advertising technique.

In order for marketing ads to work, they must leave a lasting impression within seconds. On a conscious level, this can be difficult, almost impossible, as people rarely give their undivided attention to product ads. Subliminal suggestion however, is an effective advertising technique, which has the potential to reach people on a deeper, subconscious level. Through an awareness of how the mind perceives the world, an ad creator can convey a message with subliminal advertising, without expecting people to sacrifice their time or focus.

The Logic Behind Using Subliminal Suggestion as an Advertising Technique

Whether a television commercial, magazine advertisement, or billboard sign, most marketing ads contain subliminal media. Why would an ad creator be interested in subliminal persuasion rather than merely designing straightforward product ads? Because it is their intention to not only display a message, but also implant that message into the consciousness of their audience for a long period of time. Ideally, the audience will not even be aware of the information that they are absorbing.

Subliminal advertisements are an effective way to do just this. They play on the mind's ability to perceive the world as a whole; as not only pieces of data, but as concepts, senses and emotions. For example, in an ad for a brand name liquor, a whiskey bottle, surrounded by glasses filled with refreshing mixed drinks, is several times larger than the smiling group of friends in the background. This sends the message that the drink is perhaps 'larger-than-life', powerful enough to create the obvious joy the people are experiencing in the back of the ad.

Also, the manner in which the people are depicted is a form of subliminal suggestion. They are well-groomed, yet down-to-earth adults in their thirties, who are probably homeowners judging from the fact that they are drinking on their front porch, the fall foliage of suburbia behind them. This conveys the idea that people who drink this product are relatively successful, responsible adults.

Although an ad creator does not expect a viewer to analyze all of the information they have portrayed in their product ad, they do intend for the concept of people in a positive social atmosphere, the emotion, happiness, and the sensory data of the crisp, cool, autumn air combined with the warming alcohol, to all be absorbed by the subconscious. In this way, subliminal suggestion is an advertising technique which has the power to tell an entire story to someone who is flipping though the pages of a magazine. If the ad creator had chosen to type out three or four sentences, describing how wonderful this product is, few people would take the time to read the text, let alone remember the message.

The Effectiveness of Advertising with Subliminal Persuasion

How effective subliminal suggestion is as an advertising technique depends on a number of factors, according to "Subliminal Messages and Affirmations: Are They Effective." First of all, marketing ads need to be attractive; their has to be some sort of appeal to peak the viewer's interest, even on a subconscious level. Ad creators can use sexual suggestions, or simply place attractive models in their ads to do this. The second criteria is the number of exposures. Subliminal advertisements are powerful, but when a person is subjected to several product ads, without ever realizing it, they are even more powerful. Also, the susceptibility of the audience is a factor — for example, a twelve-year old is less likely to be affected by the alcohol advertisement described earlier as a thirty-year old may be.

According to the Science Daily (July 1, 2009) article, "Subliminal Messages Motivate People to Actually do Things They Already Want to Do," subliminal persuasion is effective if the audience is already predisposed to the message. It is a technique to encourage people to buy something that they may have already had a desire for, such as a child seeing a television commercial for ice cream, and then asking their parent for a sundae.

Recognizing Subliminal Suggestion in Product Ads

It is reasonable for an ad creator to use such an effective advertising technique when designing marketing ads, as subliminal advertisements are much more productive than direct information. As a member of the audience, it is important to be aware of the effectiveness of advertising techniques which reach out to the subconscious mind.

Look at advertisements with a critical mind, ask who they are directed towards and what messages they may be sending. Question impulses instead of reaching for a product on a shelf, without realizing the effect an ad technique may have had. Finally, be aware of the quantity of ads which have the capability to influence.

Sources:

Robbins, Michael D. "Subliminal Advertising" (August 1999) (http://www.poleshift.org/sublim/).

Stark, Todd I. "How and Why Does Subliminal Influence Work." (Real Magick.com)

The copyright of the article Subliminal Suggestion in Marketing Ads in Media Literacy is owned by Brenna Coleman. Permission to republish Subliminal Suggestion in Marketing Ads in print or online must be granted by the author in writing.

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