Subliminal Advertising as a Form of Society Manipulation
Subliminal advertising, also known as subconscious advertising, targets our subconscious mind, which is more susceptible to suggestions and influences. Typically, it involves hidden messages or images presented in a way that falls below our conscious threshold, so we cannot perceive it directly. Subliminal advertising has been used by marketers and advertisers for many years, and its effectiveness is still a topic of debate. This article will explore what subliminal advertising is, how it works, and its pros and cons.
About Subliminal Advertising
Conspiracy theories about subliminal advertising have existed since at least the 1950s, when Vince Packard published his book The Hidden Persuaders. In the 1957 publication, Packard described tactics used by advertisers to manipulate consumers into buying things they do not necessarily need. Packard not only discussed how ads use motivational, research, and psychoanalytical techniques, but also wrote about the dangers of subliminal advertising. He believed that this form of manipulation undermines consumer freedom and even democracy. The book spent a year on the New York Times bestseller list. The same year, the main study on subliminal advertising caught national attention when market researcher James Vickery and Francis Thayer placed a frame in a film with the words eat popcorn and drink Coca-Cola.
Vickery claimed that the frame was displayed on the screen for just a few milliseconds, too brief for the viewer to notice, but long enough for their brain to receive the message. Vickery also said that the message increased popcorn sales by over 57%, and Coca-Cola sales by over 18%. He thought his study would be well received and could even signal the end of advertisements.
However, he was wrong.
As news of Vickery’s studies and The Hidden Persuaders spread, the public began to fear the power of subliminal messages. Already in the 1950s, the American public was dealing with paranoia fueled by rumors of UFOs, brainwashing theories, and the threat of nuclear war.
When the idea was introduced, the public was on high alert. The United Kingdom banned subliminal advertising. That same year, in 1958, the Federal Communications Commission and Congress organized a demonstration of Vickery’s Eat Popcorn test. They ruled that subliminal messages are not illegal in the United States. However, the Federal Communications Commission considers this practice deceptive. Five years after he publicized his findings, Vickery admitted that he had faked his study to generate interest in his marketing firm. By then, advertisers were already interested in exploring the possibilities of subliminal advertising. In 1974, the communications commission declared that subliminal advertising is “contrary to public interest.”
During his presidential campaign in 2000, George W. Bush was accused of using subliminal advertising to sway voters.
Reportedly, Bush’s campaign created an ad where the word rats appeared for 30 milliseconds while discussing his opponent, Vice President Al Gore. Bush’s campaign denied these allegations but pulled the ad off the air. Recently, some have spread the theory that subliminal ads are used in pro-vaccine content to influence people to get the COVID-19 vaccine. Conspiracy theorists like Robert Malone suggested that the public is in some mass formation psychosis and that COVID-19 precautions and vaccinations are part of a mass control strategy. This provides us with an interesting picture of reality and how it can control us or have a strong influence on what we think and what we want to buy.
How Does Subliminal Advertising Work in Practice?
Subliminal advertising can take many forms and is used in various fields such as marketing, politics, and entertainment. In marketing, subliminal advertising may take the form of images, sounds, or words that are displayed or played in a way that is below our consciousness threshold.
In politics, subliminal advertising can be used to influence our electoral preferences and political decisions. For example, politicians may use subliminal advertising in their campaign
ads to introduce subtle suggestions and influences that can alter our perception of candidates and their political platforms.
In entertainment, subliminal advertising is used to introduce subtle suggestions and influences aimed at prompting us to purchase products or services associated with movies, video games, music, and other forms of entertainment.
Research Related to Subliminal Advertising
For example, in a 1993 study, participants were shown images of a person performing an everyday activity. Those who were shown a negative word briefly after viewing the images reported thinking about the person in a more negative way. In 2002, researchers at Princeton University placed the word thirsty in twelve frames of an episode of The Simpsons, and then a can of cola in the following twelve frames. Later, 27% of the viewers reported a greater desire. Another study even repeated the alleged Bush campaign rat trick and found that the word seemed to negatively affect the viewer’s perception of the candidate. Decades after Vickery’s fake study, researchers largely found that subliminal messages and marketing are ineffective. In 2006, social psychologists found a way to prove that subliminal advertising can be effective, but only when participants were already thirsty, and the advertised product was one they knew and liked to some extent.
British scientists conducted an experiment where they played French or German music in a wine store. They found a correlation between the music played and what customers bought. On days when French music played, customers bought more French wine. On days when German music played, customers bought more German wine. Among all surveyed customers, only one said that the music influenced them. Another example shows that some items, such as remotes and other electronics, are intentionally heavier. Since users associate weight with quality, even shapes can influence customer perception. In one study, researchers discovered that consumers were more likely to buy diet mayonnaise in a bottle that had a thinner shape, as opposed to a bottle that was more round.
What are the Risks Associated with Subliminal Advertising?
One of the main risks associated with subliminal advertising is that it can lead to manipulation and influence our decisions and behaviors, even if we are unaware of the influence. This can lead to situations where we make decisions that are not fully conscious and do not reflect our true needs and desires.
Advantages of Subliminal Advertising
One of the main advantages of subliminal advertising is that it can effectively influence our behaviors and purchase decisions, even if we are unaware of the influence. Subliminal advertising can also be more subtle and less intrusive than traditional advertising, which can be more effective for certain target groups.
Disadvantages of Subliminal Advertising
One of the main disadvantages of subliminal advertising is that it is manipulative. Subliminal advertising exploits our subconscious and influences our behaviors and decisions, even if we are not aware of the influence. This can lead to situations where we make decisions that are not fully conscious and do not reflect our true needs and desires.
Summary
Subliminal advertising is a controversial form of advertising that targets our subconscious mind. While there are doubts about its effectiveness, it still poses a threat to our awareness and influences our decisions and behaviors. Therefore, it is important to increase our awareness about subliminal advertising and learn to recognize its subtle influences.
