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Do You Know When You Are Being Sold To?

Britney Spears has recently causedhappen to notice that he drinks a certain
controversy with suggestions that the adbrand of coffee ("brand X"). You may not
campaign for her new fragrance range usesconsciously notice this, but your
subliminal or hidden messages in its effortssubconscious mind is taking in every detail.
to convince potential buyers. AdvertisersBecause you have such respect for the famous
have long been aware of the power ofDr Craine, you naturally trust his judgement
appealing to our subsoncious minds, so whatwhen it comes to coffee. Hence the next time
methods exactly do they employ, and howyou 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, andselection on offer.Product placement is a
Hidden (Subliminal) Imagery.Why doparticularly potent form of subliminal
advertisers use these methods?As consumers,advertising because it catches us off guard.
we tend to make buying decisions based onWhen we see a commercial break on the
emotion rather than logic. When see atelevision, we know we are being sold to and
product, we make up our minds very quicklyso have our defences up - we take what we are
about whether we want it or not, based purelytold 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 thereshow, we mentally relax that guard, and
to help us justify the purchase to our morebecome much more open to suggestion. It's not
logical selves. Advertisers know this ofjust consumer goods that are marketed this
course, so they spend huge amounts of timeway; awareness groups and even political
and money marketing their products in wayscampaigners use the same subliminal
that appeal to our emotions and subconscioustechniques to subtly get their message
mind.So how do the three methods work?Takingacross.Hidden (Subliminal) ImageryThis is
each in turn:Product EndorsementThis isperhaps, 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 wellimages or words into a standard
known figure - a celebrity or sports personadvertisement. One of the most effective uses
perhaps - or a singer! Nike are big users ofof hidden messages in mainstream advertising
this technique, with major sporting starsis the "sexual connection". Sex conjures up
regularly featuring in their commercials.strong emotions of power, pleasure, and
Whilst they might not spell it out, thewell-being, and so if a advertiser can tap
message is always the same - "If our productinto those at will he has a powerful tool
is good enough for Mr x, then it's certainlyindeed - no pun intended! Examples of
good enough for you".Product PlacementThis issubliminal messages of a sexual nature being
the slightly sneakier derivative of productused in advertising are numerous; Ritz
endorsement, and involves well known figurescrackers have the word "sex" spelled out on
(often fictional) endorsing products orthem in the tiny dots; many drinks ads
services outside of a clearly labelledmanipulate the ice cubes in their photos by
commercial environment. The technique isembedding 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 anhidden images or words, you may be surprised!
episode of Fraser, your all time hero, and



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