Subliminal Messages in Sales and Marketing – Why They’re Controversial

By The Pioneer ofSubliminal MessagesOnline. The Latin word sub-limen, which means “below the threshold” is the source of the word “subliminal,” which refers to messages that are communicated below the thresold of human consciousness and understanding. This means that humans have around a 25% chance of understanding subliminal messages when they consciously read or look at it. However, their subconscious immediately picks up these messages, and the subconscious, as it so happens, is what influences people’s actions and decisions. Subliminal messages are now used for a lot of purposes, particularly for self help, self healing, and personal development. But lately, more and more companies are coming out with advertisements that people claim contain subliminal messages. In video advertisements, subliminal messages are usually inserted in a single frame so that when the video is played, that frame flashes so quickly it barely registers in the consciousness of the viewer but it is instantly absorbed by the subconscious. Here are some of the ads that are known to contain subliminal messages: 1. Coca Cola ads. Coca Cola was once accused of using subliminal messages by placing explicit images hidden in the ice cubes of a Coke print ad. Another one was a supposed but not very obvious outline of a woman’s body formed by ice on top of a Coke can; this was used in a Coca Cola vending machine. 2. Pepsi soda cans. Pepsi was also accused of putting the word “sex” in its soda cans. 3. Palmolive shampoo ads. Palmolive came out with two shampoo ads of a woman taking a bath. One ad showed the woman’s neck angled upwards and a hand on her neck. The other ad showed the woman seated with a hand on her calf. In both ads, the hands on the neck and calf looked like a man’s hand, instead of a woman’s, implying that the woman was not alone while taking a shower. At first glance, the difference is not noticeable. But at second glance, it becomes more obvious. Some of these subliminal messages are being claimed by advertisers and companies as unintentional, although consumers are left to judge if this is true because of the blatant nature of some of the messages. Now, you may wonder why all the use of sex in subliminal messaging. Subliminal programming works this way: it reinforces desires and thoughts that already exist in the person’s mind. It cannot create a new desire or thought. Thus, advertisers are said to use desires that are commonly shared by all people, hence the use of sex as the main subject in most of the messages. The truth is, subliminal messages are real and they have equally real effects on people’s actions and behavior. The bigger question is, are they often used by companies? If so, how often does the average consumer become exposed to them? The use of subliminal messages in advertising is simply an added reinforcement for the ads. After all, advertisers say that advertisements themselves are designed to influence people’s brains, with or without the use of subliminal messages.