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Subliminal Advertising
Marie-Céline DebandeJulie Champagne
Table of contents
. Introduction2. Definition3. The origin4. How does it work?5. Videos, images or audio6. The effectiveness7. Some Examples8. Dangers and legislation. Conclusion
IntroductionWe are bombarded with promotional messages every day. Ok but are we always aware of them?
Definition
Neuromarketing: measures a consumer's preference by focusing on the brain's response.
• Subliminal: "below the threshold of consciousness".
• = below the normal limits of human mind's perception.
Conscious mind 10% Subconscious mind 90%
Derren Brown ‘s experiment
How does it work?
• - Sound: very low volume - image: max 40 ms
• Target the subconscious: not consciously seen or heard
• BUT information goes to the long term memory, subconsciously
The origins1897 – “The New Psychology “: basic principles of subliminal messages.
WW II : tachistoscope used to train soldiers to recognize enemy airplanes.
1900 : experiment about flashed information started
1950-1970• In 1957, J. Vicary : pioneer of the notion of subliminal
advertising.
• Most famous for his subliminal advertising study in which he showed 0.03-second phrases "Eat Popcorn, and Drink Coca-Cola”er on failed to show the same results.
1970 - 2000
Study by the UnitedNations : “subliminalindoctrination is a major threat to humanrights".
70’s : Sexual imagesExample with Coca-Cola in an ice cube
2000 - present2000: Presidential campaign
2007: Mc Donald’s
Subliminal message in politics
Videos, images and audios
• Backmasking: sound recorded backward onto a track.
• 1970: satanic messages
• 1987: J. Vance and R. Belknap attempted suicide because of a British rock band.
Backmasking
•YVAN EHT NIOJ •means
•JOIN THE NAVY
The Effectiveness
• Diverse opinions on the subject
J. Karremans : “subliminal messages have an effect when the messages are goal-relevant.”
Ex: Lipton Ice.
No scientific evidence.
Some Examples
Subliminal advertising while you shop
Subliminal messages under the Muzak or background music
reduces shop-lifting
Subliminal image in cartoons
Subliminal images in cartoons
Subliminal advertising in politics
Dangers and Legislation
CONCLUSION
Subliminal Advertising
Marie-Céline DebandeJulie Champagne
IntroductionWe are bombarded with promotional messages every day. Ok but are we always aware of them?
3,000+messages a day
The origins1897 – “The New Psychology “: basic principles of subliminal messages.
WW II : tachistoscope used to train soldiers to recognize enemy airplanes.
1900 : experiment about flashed information started
Origins1897
WWII
1900
Subliminal advertising while you shop
Subliminal messages under the Muzak or background music
reduces shop-lifting
Subliminal while shopping