Tuesday, January 09, 2007
MARKETING LESSONS PART 2:WATCH OUT FOR ATTACKS ON YOUR BRAIN
From the shallow response to my last post I conclude marketing needs to be made more interesting.
Therefore we’ll tackle one of the most mysterious, aggressive and illegal form of advertising.
Subliminal advertising.
Subliminal indicate that the subject is not completely aware, unless forewarned, of what he is seeing.
Images, clever word plays, and direct orders are thrown at the reader, moviegoer or walker who happens to inspect billboards while passing them.
Subliminal ads target the subconscious.
Even if someone would pay close attention chances are that the subject would not notice the subliminal messages, be it an image, a logo or a word.
During a movie session the phrase "drink Coca Cola" appeared several times for just about 0,04 seconds each time.
Therefore we’ll tackle one of the most mysterious, aggressive and illegal form of advertising.
Subliminal advertising.
Subliminal indicate that the subject is not completely aware, unless forewarned, of what he is seeing.
Images, clever word plays, and direct orders are thrown at the reader, moviegoer or walker who happens to inspect billboards while passing them.
Subliminal ads target the subconscious.
Even if someone would pay close attention chances are that the subject would not notice the subliminal messages, be it an image, a logo or a word.
During a movie session the phrase "drink Coca Cola" appeared several times for just about 0,04 seconds each time.
None of the people in the hall mesntioned anything about it as they did not realy 'see' the words.
An immediate increase of over 50%!!! of coke sold in the theater’s cafeteria resulted from this.
The marketing results of subliminal messages in the media is strongly debated.
Studies so far have not been able to prove conclusively that it leads to a positive change in attitude for the intended product.
The major question is whether it has a lasting or only immediate and one time effect.
The fact that it’s widely used suggest that many companies believe in it’s power.
Personally I think it’s a very powerful and manipulative marketing tool.
From what I’ve read and seen I believe that the unconscious picking up those signals use them as they are intended to influence.
A study conducted a few years ago again showed that in theory subliminal messages can lead to a real desire for the advertised product by the target.
50 people were given something salty to eat and were shown a movie subsequently.
They were told they participated in a scientific study but they did not know any details beyond that.
Anticipating the thirsty feeling of the subjects, an image of the logo of Ice Tea was flashed during the showing.
After the movie everyone was given a choice between an Ice Tea and other beverages.
Overwhelmingly the subjects chose Ice Tea.
This manner of advertising is not illegal in the US although subject to heavy and detailed regulation.
In many European countries it’s illegal completely or when it surpasses a certain quantity.
In other media such as magazines and billboards the subliminal aspect is usually an image within an image, play on words etc.
Examples :
If you look closely you’ll notice a big C.
Carrefour is one of the biggest and strongest brand names in Europe.
Could this invisible C in their logo have anything to do with that?
An immediate increase of over 50%!!! of coke sold in the theater’s cafeteria resulted from this.
The marketing results of subliminal messages in the media is strongly debated.
Studies so far have not been able to prove conclusively that it leads to a positive change in attitude for the intended product.
The major question is whether it has a lasting or only immediate and one time effect.
The fact that it’s widely used suggest that many companies believe in it’s power.
Personally I think it’s a very powerful and manipulative marketing tool.
From what I’ve read and seen I believe that the unconscious picking up those signals use them as they are intended to influence.
A study conducted a few years ago again showed that in theory subliminal messages can lead to a real desire for the advertised product by the target.
50 people were given something salty to eat and were shown a movie subsequently.
They were told they participated in a scientific study but they did not know any details beyond that.
Anticipating the thirsty feeling of the subjects, an image of the logo of Ice Tea was flashed during the showing.
After the movie everyone was given a choice between an Ice Tea and other beverages.
Overwhelmingly the subjects chose Ice Tea.
This manner of advertising is not illegal in the US although subject to heavy and detailed regulation.
In many European countries it’s illegal completely or when it surpasses a certain quantity.
In other media such as magazines and billboards the subliminal aspect is usually an image within an image, play on words etc.
Examples :
If you look closely you’ll notice a big C.
Carrefour is one of the biggest and strongest brand names in Europe.
Could this invisible C in their logo have anything to do with that?
I found many more examples.
I can't post them here however as they were mostly of a provocative nature, so if you're interested email me and I'll send them.
I can't post them here however as they were mostly of a provocative nature, so if you're interested email me and I'll send them.
Labels: subliminal
