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