Subliminal Advertising

Marie-Cline Debande
Julie Champagne

Table of contents
. Introduction
2. Definition
3. The origin
4. How does it work?
5. Videos, images or audio
6. The effectiveness
7. Some Examples
8. Dangers and legislation
. Conclusion

Introduction
We are bombarded with promotional messages
every day. Ok but are we always aware of
them?

Definition
Neuromarketing: measures a
consumer's preference by focusing on
the brain's response.
Subliminal: "below the threshold of
consciousness".
= below the normal limits of human
mind's perception.

Conscious mind 10%

Subconscious mind 90%

Derren Brown s experiment

How does it work?

- Sound: very low volume image: max 40 ms
Target the subconscious: not
consciously seen or heard
BUT information goes to the
long term memory,
subconsciously

The origins
1897 The New Psychology : basic principles
of subliminal messages.
1900 : experiment about flashed information
started
WW II : tachistoscope used to train soldiers to
recognize enemy airplanes.

1950-1970
In 1957, J. Vicary: pioneer of the notion of subliminal
advertising.
Most famous for his subliminal advertising study in
which he showed 0.03-second phrases "Eat Popcorn,
and Drink Coca-Colaer on failed to show the same

results.

1970 - 2000
Study by the United
Nations : subliminal
indoctrination is a
major threat to human
rights".

70s : Sexual images

Example with Coca-Cola in an ice cube

2000 - present
2000: Presidential campaign

2007: Mc Donalds

Subliminal message in
politics

Videos, images and audios

Backmasking: sound recorded backward onto a track.
1970: satanic messages
1987: J. Vance and R. Belknap attempted suicide because
of a British rock band.

Backmasking

YVAN EHT NIOJ

means
JOIN THE NAVY

The Effectiveness
No scientific evidence.
J. Karremans : subliminal messages
have an effect when the messages are
goal-relevant.
Ex: Lipton Ice.
Diverse opinions on the subject

Some Examples

Subliminal advertising while

you shop

Subliminal messages under the Muzak or

background music
reduces shop-lifting

Subliminal image in cartoons

Subliminal images in cartoons

Subliminal advertising in
politics

Dangers and Legislation

CONCLUSIO
N

Subliminal Advertising

Marie-Cline Debande
Julie Champagne

Introduction
We are bombarded with promotional messages
every day. Ok but are we always aware of
them?

3,000+
messages a day

The origins
1897 The New Psychology : basic principles
of subliminal messages.
1900 : experiment about flashed information
started
WW II : tachistoscope used to train soldiers to
recognize enemy airplanes.

Origins

1897

1900
WWII

Subliminal advertising while

you shop

Subliminal messages under the Muzak or

background music
reduces shop-lifting

Subliminal while
shopping