8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 1/18

The Subliminal Messages in Print

Advertising

Presented by:

ANURAG

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 2/18

What is Subliminal Advertising?

Subliminal advertising is a technique of 

exposing consumers to product pictures, brand

names, or other marketing stimuli without theconsumers having conscious awareness. Once

exposed to a subliminal marketing stimulus,

the consumer is believed to decode the

information and act upon it without being ableto acknowledge a communication stimulus.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 3/18

A subliminal message is a signal or message embedded in

another medium, designed to pass below the normal limits of 

the human mind's perception. These messages areunrecognizable by the conscious mind, but in certain

situations can affect the subconscious mind and can

negatively or positively influence subsequent later thoughts,

behaviors, actions, attitudes, belief systems and valuesystems. The term subliminal means "beneath a limen

(sensory threshold).

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 4/18

When did it begin?

Public Advertising" began with the 1957 publication of Vance Packard's

book, The Hidden Persuaders. Although Packard did not use the term

"subliminal advertising," he did describe many of the new "motivationalresearch" marketing techniques being employed to sell products in the

burgeoning post-war American market. Advertisements that focused on

consumers' hopes, fears, guilt, and sexuality were designed to persuade

them to buy products they'd never realized they needed. Marketers who

could reach into the hearts and minds of American consumers soon

found consumers' wallets to be within easy grasp as well.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 5/18

History Cont. In the 1970s, Wilson Bryan Key wrote such books

as Subliminal Seduction and Media Sexploitation

in which he claimed subliminal sexual symbols orobjects are often used to entice consumers to

buy and use various products and services. One

of Key¶s most famous claims is that the word sex

was often embedded in products and

advertisements.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 6/18

Key Cont. For example, he claimed that the word sex was

printed on Ritz crackers and was embedded inthe ice cubes of the drink shown in a well-knownad for Gilbey¶s Gin. According to Key, despite thefact the embedded words are not consciouslyperceived, they are unconsciously perceived andcan elicit sexual arousal which in turn makes the

products more attractive to consumers.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 7/18

Ritz/ Gin Ritz Cracker  Gin

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 8/18

The Pepsi Cool Can In 1990, Pepsi actually withdrew one of its Cool Can

designs after someone protested that Pepsi was

subliminally manipulating people by designing thecans such that when six-packs were stacked at

grocery stores, the word SEX would emerge from

the seemingly random design. Critics alleged that

the red and blue lines on the Cool Can design werefar from random

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 9/18

Pepsi Cool Can from the 90·s

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 10/18

Camel Tobacco The Camel Tobacco companies have also been the

target of accusations of visual embeds. One

common alleged embed of sexually suggestiveimagery is on the standard pack of Camel

cigarettes. Apparently, if you look closely enough at

the rear leg of the camel on the cigarette pack, you

can see an image of a naked mean standing tallfacing the rear of the camel with an erect penis.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 11/18

Camel Tobacco

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 12/18

Can you find the subliminal here? The steam on the mirror 

means that someone is

showering?If so, thenthe darker parts

reflected in the mirror 

are the people in the

shower?

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 13/18

Newport Ad Note how the woman's head

is leaning back, her eyes

closed, her mouth open, and

her legs up in the air.What is

the role of the guy standing

over her?

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 14/18

Musk by Alyssa AshleyNote how flushed

their faces are.

Faces flush whenpeople are sexually

aroused.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 15/18

Candie·s The rocket, a phallic

symbol, is blasting

off. His middle finger creates the blast

off.The target seems

to be between her 

legs.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 16/18

W

e invite you«

Find your own examples or subliminal

messages embedded in print advertising.

Look more critically at ads, next time you are

exposed to them.

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 17/18

D

on·t let advertisers play with:

 Your mind

 Your psyche Your impulses

 Your beliefs

 Your desires

 YOU!

8/6/2019 Subliminal 1[1]

http://slidepdf.com/reader/full/subliminal-11 18/18

Resources on Subliminal

http://www.ciadvertising.org/student_account/spring_01/adv391k/hjy/adv382j/1st/a

pplication.html

http://people.uleth.ca/~vokey/pdf/Submess.pdf 

http://www.poleshift.org/sublim/ http://images.google.com/imgres?imgurl=http://130.18.140.19/mmsoc/subliminal/marlboro.jp

g&imgrefurl=http://130.18.140.19/mmsoc/subliminal/&h=549&w=400&sz=57&hl=en&start=10&

tbnid=Tpl7BBngkCu_VM:&tbnh=133&tbnw=97&prev=/images%3Fq%3Dsubliminal%26svnum

%3D10%26hl%3Den%26lr%3D%26client%3Dsafari%26rls%3Den%26sa%3DN