Subliminal Messages in Advertising

Subliminal messaging can be defined as an idea or message that is designed to be undetectable to the conscious mind and pass into a deeper level, or subconscious mind. Many subliminal messages are images that are transmitted briefly and therefore not be seen consciously, yet still find their way into the subconscious mind. These messages can be communicated through advertisements on televisions, in newspapers, and even the music that people listen to. Subliminal messages are everywhere even if they are hard to notice.

I chose this topic because it is very prevalent in today’s society. We are constantly bombarded with advertisements wherever we go. We can see these advertisements when we drive down the road, turn on the television, listen to Pandora, and read the newspaper. I think that many of these subliminal messages on advertisements work for a lot of companies. We can see how subliminal messages have become much more effective with using colors, symbols, and even different shapes. There are many people who will pick a company based off of their logo. I feel that some of these messages are unethical. One example of this is billboards for a casino that read, “You can’t win if you don’t play.” I think that this is an unethical subliminal messaging in the fact that it is playing on people’s emotions and thoughts that they could get rich with a hand of cards or by playing one slot machine. The reality of gambling is that the vast majority of people do not win and only lose money that could be better spent on family, food, and living expenses. By studying subliminal messages we can become more aware of the advertisements and make better decisions as a consumers.

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The practice of subliminal messages came to the forefront in the early 1950s. At that time an advertising agency announced that they had inserted into a movie a frame that read, “eat popcorn, drink coca-cola.” This image moved at a speed that was too fast to be noticed by the conscious mind, however they reported that the subconscious mind was influenced as sales of popcorn and cola increased after the viewing. This was later found to be a hoax, however it did set in motion the use of subliminal messages in advertising (Markman, 2011).

Subliminal messages are probably most common in the area of advertising and marketing. One way this is accomplished is when companies create an image, such as their logo, using a method that subconsciously influences us. An example of this is the FedEx logo. When one looks closely at the logo, the E and X are positioned in such a way that a forward arrow is visible. This message is an attempt to influence with the concept of “forward moving” (Business Insider website, n.d.). Another example is the Tostitos logo. On the logo, the letters “tit” are created in a way to look like two people eating chips and salsa. This can imply that Tostitos are perfect to take to a party and to be shared with many other people (Business Insider website, n.d.). A local example would be the Ralston High School logo in Ralston, Nebraska. The school’s mascot is a ram. The logo is a picture of the side of the ram, but from the curved horn of the ram, you are able to see the letter “R” that stands for Ralston. While all of these seem harmless, there are concerns that subliminal messages are unethical.     

Advertisers try to convey a message that by using a certain product an individual will experience better health, prosperity, and happiness. Although this seems innocent, there are some ethical issues that a company may be manipulating consumer choice in a way that is not a conscious decision (Thompson, 2017). Although advertisers are expected to create advertisements that promote one product over another, it is believed by some that subliminal advertising stacks the cards against the individual making their own decision. Furthermore, some subliminal messages are targeted at an inappropriate audience. For example, a tobacco advertisement with a subliminal message aimed at children that smoking is cool, or an alcohol advertisement aimed at children that drinking alcohol is the “in thing.” These messages are concerning because individuals are being manipulated into behavior they would otherwise not do (Thompson, 2017).

Subliminal messages can also be used in relationships, and for things like dating. In a study that took place in 2014, researchers had a certain number of individuals play an online computer game. For some of the subjects playing the computer game, there was a banner that popped up on the screen while they would play. The banner would either show a couple kissing, or just a blank banner. After having played the game, the subjects would then be exposed to strangers and were asked to determine how attractive each of the strangers were to them. It was found that the subjects that were exposed to the advertisement were more likely to say that the strangers are attractive rather than the subjects who played the game with a blank banner (Nicholson, 2015). The ethical dilemma here is this study shows subliminal messages and manipulate the human brain.

After a discussion regarding the potential unethical nature of subliminal messages in advertising, one must then ask if subliminal messages even work. A study in 2011 attempted to find if an individual’s choices of drink could be influenced by subliminal messages. Two groups of people were given a task of viewing a screen that displayed a row of capital Bs (BBBBBB), and a row of capital Bs that had a lower case b in the middle (BBBbBBB). While they were doing this, the groups saw the brand name of ice tea subliminally. At the end of the study, the individuals were offered ice tea or water to drink. The study found that if the individual was not thirsty, the subliminal message had very little effect. However, if the individual was thirsty, they had a strong desire for the tea that was shown subliminally. Of note, the individuals that were thirsty were influenced to pick tea even if was not their typical habit (Markman, 2011). One can come to the conclusion that subliminal ads will not affect an individual that is not interested in a product. For example, an individual that is not thirsty will not reach for a can of Coca Cola. However, an individual that is thirst may choose a can of Coca Cola even if they typically drink water.

There are many instances in which subliminal messages are used in today’s world. We can see subliminal messages at restaurants, shipping companies, tobacco companies, alcohol companies, food items, services, in our relationships, and in our music. These messages act on the subconscious of the human mind and can manipulate our choices. It is important to be aware of these practices to ensure that individuals are not deceived.

One of the biggest surprises while researching this topic was the view that these practices can be considered unethical. Although seemingly harmless, the ability of subliminal messages to manipulate one’s decision is alarming. This knowledge has made me realize the impact that subliminal messages can have on me. I will look at products and their advertising differently knowing that these practices are used.

References

Business Insider website. (n.d.). http://www.businessinsider.com/subliminal-messages-in-12-popular-logos-2016-5/#gillette–look-closely-at-the-g-and-the-i-in-this-logo-and-youll-notice-the-razor-sharp-cuts-into-the-text-which-represents-the-shaving-brands-main-product-2

Markman, A. (2011). A few words on subliminal advertising. Retrieved from https://www.psychologytoday.com/blog/ulterior-motives/201105/few-words-subliminal-advertising

Nicholson, J. (2015). Can subliminal messages create feeling of love and lust? Retrieved from https://www.psychologytoday.com/blog/the-attraction-doctor/201506/can-subliminal-messages-create-feelings-love-and-lust

Thompson, V. (2017). Advertising ethical or not? Retrieved from http://smallbusiness.chron.com/subliminal-advertising-ethical-not-60413.html