Subliminal message
Also called: subliminal messaging or subliminal advertising
What is a subliminal message?
A subliminal message involves prompting the audience to take a particular action or preference by hiding a message in advertisements and other expressions. Such messages can be hidden in video, audio or print and are said to influence our behavior via the subconscious mind. Subliminal messages capitalize on the fact that 90% of our perception occurs subconsciously.
The most famous example is that of a movie theater in the 1950s that mounted a frame in movies every few seconds with text encouraging viewers to buy more popcorn and soda. Initiator and marketing researcher James Vicary claimed that this tactic actually led to increased sales. Later, this claim turned out to be fabricated and all because of his own interest in this outcome.
The effect of subliminal messages
Following such examples, where subliminal messages were used to try to manipulate behavior through our subconscious, this form of marketing has been banned in many countries. However, the actual results are questionable. Studies contradict each other, but the most common conclusion is that this type of subliminal advertising has no effect.
Yet hidden messages and jokes can be found in many commercial communications. The form of communication and the things we unconsciously perceive do affect the perception of a brand. Examples include the arrow hidden in FedEx's logo and the smiling mouth connecting the letters A and Z in Amazon's logo.
One could argue that product placement, showing products and brands in films and on television, and nudging, influencing behavior with design, among other things, are also forms of subliminal advertising.
