Does subliminal advertising really work?

Question

The theory, first advanced by Wilson Bryan Key in his book, "Subliminal Seduction" and currently taught by Bernard McGrane at Chapman University, claims that based on Freudian psychoanalytic theory, advertisers embed or hide content, typically images of sex and death, "under the surface of the ad" (not obvious) in the same way we repress sex and death "under the surface of ordinary consciousness" (McGrane). The ad is designed to bring these repressed contents to our conscious minds--for a moment--offering the product as a means to fulfill our desire for sexual gratification or the need to take away our fear of death.

I'm skeptical, but advertisers apparently have and still are using it. What do those of you who know something about the topic think?

Answer 1

Basically speaking, marketers spend a tonne of money researching what works to sell product. If subliminal advertising didn't work, they wouldn't do it.

Also, discussed this once with a friend in graphic design, she said they were actually taught how to do it as part of the course.

Also consider the 'brand' opportunities in film. There's often scenes in movies where a brand is clearly shown - it's not an accident that you can clearly read the label.

Answer 2

I have read the book also- but there has really been little support for this working very well. And I've worked at many major companies and not one has spetn time placing such hidden messages in ads. Put this in the same file as who killed JFK.

Ads have to deliver their ideas in seconds and without much repetition (print ads). Given the difficulty in even getting someone to stop and notice the ad itself, the power of a deeply hidden message or image would have little chance of really having an impact.

Do images or words work at suggesting things to people beyond what the ad says? Yes. There are very strong associations with certain images or ideas - but usually these are not very subtle since, again, they have to hit you hard in a very short time to have any hope of winning you over. Why would a beer company hide the image of a woman in an ad when they can just put her out there- that speaks much louder than hiding text in hope it reaches someone subconsciously.

It's an idea worth considering but I don't think it holds up to much scrutiny.

Answer 3

I read the book 'way back in the late 70s, and leafed through a few issues of Time magazine. It was interesting. In an ad for an air conditioner which showed a man's hands, the word C*NT was written on his fingers! I was able to find similar things throughout the magazine.

I checked more recent magazines, and haven't seen such. Either I'm reading the wrong magazines, or they're hiding it much better, or this technique isn't being used so much any more.

I don't think the technique is particularly useful. Seeing a little cartoonish dragon half-hidden in a cigarette ad isn't going to make me want to buy cigarettes.

Answer 4

After watching that, i'm ought to combat an atypical prefer to assassinate Abraham Lincoln. people who say that subliminal merchandising isn't clever needless to say have not seen the episode of stored via The Bell the place Zack is attempting to trick Kelly into going to the dance with him using subliminal merchandising. All of Bayside falls in love with him.

Answer 5

It works! Take a class on advertising psychology and you'll be amazed!

Answer 6

You had me, until I saw your long message. Anyway, I'll answer your brief question. Yes, subliminal advertising DOES work.

Answer 7

Yes, because it put ideals in your head. and after hearing it over and over again you become program to the message.

Answer 8

no i don't think so (yes) since we make active choices (yes) in our lives (yes) and don't need (yes) anything else trying to alter (yes) that process (yes).

hmm...now that i think about it, yes, i think it DOES work...and i don't know why.

Answer 9

naaahhhh, it's all sex these days.

Answer 10

YES


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