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