Subliminal advertising uses subtle images, sounds, and content to influence the subconscious mind. It has been used since before the 20th century and is still used today, although it is controversial and banned in some countries. Consumers may be influenced by subliminal cues without even realizing it.
Subliminal advertising, also known as subconscious cue messaging, is a form of advertising that uses subtle images, sounds, and content to attempt to influence the subconscious mind into making a purchase or finding something attractive. While there has been much controversy over the years over its actual use in advertising, subliminal marketing is something society as a whole has gotten used to due to the onslaught of television, print, publications, and the internet. Consumers have a tendency to be easily swayed by the addition of certain phrases, images, sounds and cues that advertisers spend millions studying in trials before the products even hit the shelves.
The first recognized use of subliminal advertising occurred before the turn of the 20th century, when barely perceptible visual and audio stimuli were introduced into marketing practices to influence consumers. Using low levels of music or barely audible sounds, combined with captivating visual images, has been shown to increase the likelihood that consumers will feel more comfortable and ultimately make a purchase. In the early to mid 1900s, subliminal advertising was used by many large advertising companies to build a generation of loyal customers.
In 1957, a Michigan social psychologist named James Vicary announced that he had conducted a study indicating flashing images of a popular drink and popcorn shown during a movie influenced the buying habits of the consumers who viewed them. Vicary is credited with coining the term subliminal marketing – a claim that prompted the United States Central Intelligence Agency to write a comprehensive report on this practice and caused blatant subliminal ads to be banned worldwide. advertising in the United States by 1958. Vicary later retracted his earlier claim, however, that only created more mystery.
The most common form of subliminal advertising includes adding quick flashes of images shown on a movie or television screen just before the show or while the movie is playing. This is something most consumers don’t notice right away, but it can influence their decision to buy drinks, food and merchandise at some point during the show. Another form of subliminal advertising is through the subtle use of low-level sounds, or music played backwards, which the human ear may not hear well, but can affect the subconscious mind. This is often referred to as back-masking in the music and film industries.
Whether subliminal messages are even used in advertising or other media is a moot point. Many believe it is a myth. While some readily admit that subliminal marketing is used to produce more sales, others argue that it is a bad practice that is frowned upon by the advertising industry. However, market research still shows that a good number of consumers recognize that subliminal advertising is an everyday part of the advertising world and influencing purchasing decisions in the vast majority of consumer populations.
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