| Britney Spears has recently caused controversy | | | | hero, and happen to notice that he drinks a |
| with suggestions that the ad campaign for her | | | | certain brand of coffee ("brand X"). You may not |
| new fragrance range uses subliminal or hidden | | | | consciously notice this, but your subconscious |
| messages in its efforts to convince potential | | | | mind is taking in every detail. Because you have |
| buyers. Advertisers have long been aware of the | | | | such respect for the famous Dr Craine, you |
| power of appealing to our subsoncious minds, so | | | | naturally trust his judgement when it comes to |
| what methods exactly do they employ, and how | | | | coffee. Hence the next time you are in the |
| widespread is the practise?Broadly speaking, there | | | | supermarket and you spot "brand X" on the shelf, |
| are three methods in common use - Product | | | | you are much more likely to choose it over the |
| Endorsement, Product Placement, and Hidden | | | | rest of the selection on offer.Product placement is |
| (Subliminal) Imagery.Why do advertisers use these | | | | a particularly potent form of subliminal advertising |
| methods?As consumers, we tend to make buying | | | | because 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 minds | | | | are 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 presented | | | | cynicism. But when the ads are over and we |
| to us. Any accompanying sales pitch is merely | | | | return to the TV show, we mentally relax that |
| there to help us justify the purchase to our more | | | | guard, and become much more open to |
| logical selves. Advertisers know this of course, so | | | | suggestion. It's not just consumer goods that are |
| they spend huge amounts of time and money | | | | marketed this way; awareness groups and even |
| marketing their products in ways that appeal to | | | | political campaigners use the same subliminal |
| our emotions and subconscious mind.So how do | | | | techniques to subtly get their message |
| the three methods work?Taking each in | | | | across.Hidden (Subliminal) ImageryThis is perhaps, |
| turn:Product EndorsementThis is possibly the most | | | | the most devious technique in the advertisers |
| up-front and honest method. Quite simply, a | | | | armoury. It involves embedding images or words |
| product is endorsed by a well known figure - a | | | | into 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 major | | | | advertising is the "sexual connection". Sex |
| sporting stars regularly featuring in their | | | | conjures up strong emotions of power, pleasure, |
| commercials. Whilst they might not spell it out, the | | | | and well-being, and so if a advertiser can tap into |
| message is always the same - "If our product is | | | | those at will he has a powerful tool indeed - no |
| good enough for Mr x, then it's certainly good | | | | pun intended! Examples of subliminal messages of |
| enough for you".Product PlacementThis is the | | | | a sexual nature being used in advertising are |
| slightly sneakier derivative of product | | | | numerous; Ritz crackers have the word "sex" |
| endorsement, and involves well known figures | | | | spelled out on them in the tiny dots; many drinks |
| (often fictional) endorsing products or services | | | | ads manipulate the ice cubes in their photos by |
| outside of a clearly labelled commercial | | | | embedding images or words on them. Next time |
| environment. The technique is frequently used in | | | | you see a print ad - study it carefully for hidden |
| sitcoms and soap operas. For example, you settle | | | | images or words, you may be surprised! |
| down to watch an episode of Fraser, your all time | | | | |