Subliminal advertising happens when advertisers use images and sounds to influence our responses without us being aware of it. According to businessinsider.com, “subliminal advertising as we know it dates to 1957 when a market researcher named James Vicary inserted the words “Eat Popcorn” and “Drink Coca-Cola” into a movie. The words appeared for a single frame, allegedly long enough for the subconscious to pick up, but too short for the viewer to be aware of it. The subliminal ads supposedly created an 18.1% increase in Coke sales and a 57.8% increase in popcorn sales.” 18.1% increase in Coke sales and a 57.8% increase in popcorn sales.”
Besides boosting sales, subliminal use also has a dark side. “The practice of placing hidden imagery in select print advertisements is…used because advertisers know that most people will not spend much time looking at print advertisements. Therefore hidden (subliminal) ideas, imagery, and words can be placed in print advertisements without immediate detection.”
The Mentalfloss.com/article/67223/7-sneaky-subliminal-messages-hidden-ads shows surprising everyday examples. One is a one-dollar bill cleverly tucked among lettuce leaves in a KFC sandwich emphasizing that it’s a great buy AND “to get viewers to stop speeding by commercials during DVR playback”.
In John F. Kennedy’s 1960 presidential campaign, subliminal advertising was employed when make-up artists drew the trailing letters S-E-X across his forehead to gain the women’s vote. He was elected for more reasons than that but did capture the women’s vote.
My mom crossed family party lines to vote for Bill Clinton. When asked why, she said, “He’s cute and plays the saxophone.” Looks and musical notes are fleeting. How does one educate one’s mother? In election years, how can we identify the most needed qualifications in candidates to truly elect the best leaders possible from among all the hype?
As writers, we develop themes, messages, and support causes in our work. We have an opportunity and responsibility to openly and objectively deliver our best.
Since 1958, subliminal messaging is banned in many countries. The US does not expressly forbid its use, but it falls under federal law enforcement jurisdiction.
Most of us dislike being influenced without being aware of it. What safeguards do you use to stay objective? Share which current advertisement you consider the most successful. What do you believe is the key source to its success?
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