Subliminal Advertising

Marie-Céline 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-
Cola”er on failed to show the same results.
 1970 - 2000

Study by the United

Nations : “subliminal
indoctrination is a
major threat to human
rights".

70’s : Sexual images

Example with Coca-Cola in an ice cube
 2000 - present
2000: Presidential campaign

2007: Mc Donald’s
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
CONCLUSION
Subliminal Advertising

Marie-Céline 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