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Subliminal Advertising
Marie-Céline DebandeJulie Champagne
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Table of contents
. Introduction2. Definition3. The origin4. How does it work?5. Videos, images or audio6. The effectiveness7. Some Examples8. Dangers and legislation. Conclusion
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IntroductionWe are bombarded with promotional messages every day. Ok but are we always aware of them?
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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%
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Derren Brown ‘s experiment
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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
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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
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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.
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1970 - 2000
Study by the UnitedNations : “subliminalindoctrination is a major threat to humanrights".
70’s : Sexual imagesExample with Coca-Cola in an ice cube
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2000 - present2000: Presidential campaign
2007: Mc Donald’s
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Subliminal message in politics
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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.
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Backmasking
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•YVAN EHT NIOJ •means
•JOIN THE NAVY
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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.
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Some Examples
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Subliminal advertising while you shop
Subliminal messages under the Muzak or background music
reduces shop-lifting
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Subliminal image in cartoons
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Subliminal images in cartoons
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Subliminal advertising in politics
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Dangers and Legislation
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CONCLUSION
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Subliminal Advertising
Marie-Céline DebandeJulie Champagne
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IntroductionWe are bombarded with promotional messages every day. Ok but are we always aware of them?
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3,000+messages a day
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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
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Origins1897
WWII
1900
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Subliminal advertising while you shop
Subliminal messages under the Muzak or background music
reduces shop-lifting
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Subliminal while shopping