Subliminal Marketing

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This seminar paper will give an
overview of subliminal perception, its
application in marketing and
advertising and its impact on
consumer behavior.

Abstract
When a person’s mind cannot see or hear a stimulus but it registers in their subconscious mind that perception is known as Subliminal Perception. It is a concept that has been looked upon very skeptically by consumers as in essence it tries to manipulate the consumer without his/her knowledge. Skeptics claim subliminal marketing resorts to brainwashing consumers into buying what they might not need or want. Entering the subconscious mind to prey on consumers black box and twisting it for their own gain seems very harsh hence their apprehension is justified Nevertheless, it’s something that has been used time and again by the marketing and advertising companies in very subtle ways to mold the mind of the consumer. Embedding visuals, pictures, sounds, olfactory cues into advertising gimmicks that are not consciously recognized but play a role in a person’s decision making process to buy products is practiced by some advertisers in vague and intelligent ways.

Although no formal proof has been established regarding the exact effect of subliminal messages a large population believes it exists. The complexity involved in subliminal perception is that it varies from person to person hence such a technique would not affect every person in a population the same way. This shows that it’s not a fool proof method.

The industry and advertisers find these accusations of using subliminal messaging preposterous and deny that they use such methods. This satirical manner of messaging through various mediums to influence mass populations would obviously be negated but history seems to prove otherwise. There is strong evidence of use of subliminal marketing that I shall elaborate on later in this paper.

This subliminal stimulus greatly affects memory and recall, two very important parts of the black box in consumer behavior, hence acting as an effective tool for marketers. Most of the literature on subliminal stimuli looks at visual and auditory signals. I will try to integrate the effect on olfactory senses as well.

Ultimately subliminal perception is a very effective yet ambiguous area in marketing that requires very strong stimulus to eventually lead to the requires response and recall from consumers.

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Table of Contents
Topic

Page Number

Title page

2

Acknowledgement

3

Statement by candidate

4

Abstract

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Table of contents

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List of figures

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Chapter 1:

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Defining ‘Subliminal’

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Purpose of Study

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Significance of Study

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Chapter 2
Evolution of subliminal marketing
Implications
Chapter 3:

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12
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Visual subliminals

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Auditory subliminals

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Theories

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Concept of threshold

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Illustrations of subliminal perception

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Chapter 4:

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Examples of subliminal messages
Chapter 5:

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Analysis
Conclusion

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List of figures
Description

Page Number

Fig.1- First subliminal message.

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Fig.2- Absolute subliminal ice cubes embed

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Fig.3- BureaucRATS visual subliminal message used in Bush political campaign

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FFig. 4- Subliminal embed ‘sex’ in a poster for movie ‘tangled’ ig. 4- Subliminal embed ‘sex’ in a poster for movie
sbyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyyy‘tangled’

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Fig.5- ‘BUY BONDS’ visual embed used in movie ‘Wise Quacking Duck’ Fig.6- Explicit visual embed on an ice cube in coca cola artwork

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Fig.6- Explicit visual embed on an ice cube in coca cola artwork Fig.5- ‘BUY BONDS’ visual embed used in movie ‘Wise Quacking Duck’

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Fig 7-The words Coca-Cola supposedly engraved in The One Ring To Rule Them Fig 7-The words Coca-Cola supposedly engraved in The One Ring To Rule Them All ring in

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All ring in the movie ‘Lord of the rings’
The movie ‘Lord of the...
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