Do You Know When You Are Being Sold To?

Britney Spears has recently caused controversyhero, and happen to notice that he drinks a
with suggestions that the ad campaign for hercertain brand of coffee ("brand X"). You may not
new fragrance range uses subliminal or hiddenconsciously notice this, but your subconscious
messages in its efforts to convince potentialmind is taking in every detail. Because you have
buyers. Advertisers have long been aware of thesuch respect for the famous Dr Craine, you
power of appealing to our subsoncious minds, sonaturally trust his judgement when it comes to
what methods exactly do they employ, and howcoffee. Hence the next time you are in the
widespread is the practise?Broadly speaking, theresupermarket and you spot "brand X" on the shelf,
are three methods in common use - Productyou are much more likely to choose it over the
Endorsement, Product Placement, and Hiddenrest of the selection on offer.Product placement is
(Subliminal) Imagery.Why do advertisers use thesea particularly potent form of subliminal advertising
methods?As consumers, we tend to make buyingbecause it catches us off guard. When we see a
decisions based on emotion rather than logic.commercial break on the television, we know we
When see a product, we make up our mindsare being sold to and so have our defences up -
very quickly about whether we want it or not,we take what we are told with the due level of
based purely on the way the product is presentedcynicism. But when the ads are over and we
to us. Any accompanying sales pitch is merelyreturn to the TV show, we mentally relax that
there to help us justify the purchase to our moreguard, and become much more open to
logical selves. Advertisers know this of course, sosuggestion. It's not just consumer goods that are
they spend huge amounts of time and moneymarketed this way; awareness groups and even
marketing their products in ways that appeal topolitical campaigners use the same subliminal
our emotions and subconscious mind.So how dotechniques to subtly get their message
the three methods work?Taking each inacross.Hidden (Subliminal) ImageryThis is perhaps,
turn:Product EndorsementThis is possibly the mostthe most devious technique in the advertisers
up-front and honest method. Quite simply, aarmoury. It involves embedding images or words
product is endorsed by a well known figure - ainto a standard advertisement. One of the most
celebrity or sports person perhaps - or a singer!effective uses of hidden messages in mainstream
Nike are big users of this technique, with majoradvertising is the "sexual connection". Sex
sporting stars regularly featuring in theirconjures up strong emotions of power, pleasure,
commercials. Whilst they might not spell it out, theand well-being, and so if a advertiser can tap into
message is always the same - "If our product isthose at will he has a powerful tool indeed - no
good enough for Mr x, then it's certainly goodpun intended! Examples of subliminal messages of
enough for you".Product PlacementThis is thea sexual nature being used in advertising are
slightly sneakier derivative of productnumerous; Ritz crackers have the word "sex"
endorsement, and involves well known figuresspelled out on them in the tiny dots; many drinks
(often fictional) endorsing products or servicesads manipulate the ice cubes in their photos by
outside of a clearly labelled commercialembedding images or words on them. Next time
environment. The technique is frequently used inyou see a print ad - study it carefully for hidden
sitcoms and soap operas. For example, you settleimages or words, you may be surprised!
down to watch an episode of Fraser, your all time