What Are Some Ways That Marketers Use Subliminal Advertising?
Subliminal advertising can be a powerful tool used by marketing professionals to create an unconscious impulse in consumers to buy a product. Varying opinions exist on the extent to which this advertising actually has an effect on buying behavior. The Federal Trade Commission notes that such advertising is deceptive but also is not known to have any real effect on the decisions of consumers. Advertisers may attempt to use subtle messages from time to time to increase sales of certain products.
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The film and video industries are one of the simplest fields in which subliminal advertising can be integrated into an advertising campaign. Tests have shown that a simple flash of a product's image in just a millisecond of time throughout an advertisement can create a stronger disposition towards purchasing the product. There is some debate about the overall effectiveness of this method, but some advertisers have used this method in the past to attempt to increase sales of certain products. For instance, flashing the words "eat popcorn" on a movie screen at the theater were sometimes used, in times past, to try to increase concession stand sales in the theater.
Music
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Music also can be used as a subliminal tool by advertisers. Music is a well-known mood enhancer and can be used to sway a person's mood in either a positive or negative fashion. Although advertisers don't typically use reverse speech or any methods quite that deceptive, playing music at a low level in the background of a television or radio advertisement can be an effective way to use subliminal advertising. A song or tune that corresponds to the mood the advertiser wishes to convey can be a powerful way to influence a buyer's opinion.
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Wording
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The wording of an advertisement also may have some subliminal effects on the consumer. For instance, the use of a slogan can be one way that advertisers attempt to influence the behavior of a buyer. A particularly insightful seventh-grade paper by a student in Mississauga, Ontario, noted that Nike's use of the slogan, "Just do it," can have multiple layers of meaning. This is an example of both an overt and subliminal message. On the surface, Nike appears to be implying that the athlete or active person should do the activity that he loves to do, but the underlying message may be that the person can only do it by wearing Nike products. "Just do it" may translate as "buy Nike."
Color
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Color is often used in advertising in a subliminal fashion as well. The color of a print advertisement can, for example, convey a subtle message to consumers that they should take action and buy a product. The use of warm colors like red and orange can indicate to the consumer the need to make the purchase, while the use of warm colors like blue or green convey a sense of calmness and safety. These cool colors may be used in website advertisements to overcome the fear that consumers have regarding online purchases. These indicate to the consumer that their money is safe with the merchant. Red is often associated with hunger or appetite, and the McDonald's background for its logo indicates this subtle message to consumers.
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