Subliminal Messaging
Subliminal messaging refers to the practice of conveying messages that exist below the threshold of conscious awareness. The term "subliminal" is derived from Latin, meaning "below the threshold." These messages can be presented so rapidly or subtly that they are not consciously perceived, yet they may be registered by the subconscious mind. Subliminal messages can be found across various media, including television commercials, print advertisements, and films, often with the intent to influence attitudes or behaviors, such as encouraging product purchases.
One notable historical instance occurred in 1957 when market researcher James Vicary claimed to have increased sales of Coca-Cola and popcorn by embedding subliminal messages in a movie. Although Vicary later admitted the results were fabricated, the idea of subliminal messaging sparked widespread concern about its potential for manipulation. The use of subliminal techniques in advertising has led to ongoing debate, with some studies yielding inconclusive results regarding their effectiveness.
Beyond advertising, subliminal concepts also appear in corporate logos, where visual elements may suggest deeper meanings. For example, the FedEx logo features an arrow between the letters that symbolizes speed and accuracy. Overall, subliminal messaging remains a controversial topic that raises questions about ethics and the power of subconscious influence in communication.
Subliminal Messaging
Subliminal messaging is communication that contains messages that are below the threshold of consciousness. The term subliminal is derived from Latin and means below (sub) the threshold (limen). Subliminal messages are present for a very short time, are barely present at all, or are hidden; therefore, they cannot be recognized consciously. However, the messages can be recognized subconsciously. This means that the subconscious mind is aware of the messages. Subliminal messaging appears in many different platforms, including television commercials, print advertisements, and movies. Additionally, subtle messages have appeared in the design of corporate logos.
How Subliminal Messaging Works
When individuals are exposed to subliminal messages, they are not consciously aware of it. For example, during a movie a visual subliminal message may flash on the screen for only a single frame, which is not long enough for the audience to consciously see it. Typically, a movie projects images at twenty-three to thirty frames per second to create movement. Therefore, if the subliminal message is present for a single frame, it exists for only a fraction of a second, and the audience members are not aware they are seeing it. A visual subliminal message may also be hidden, such as a word or phrase that is hidden in a print ad. The viewer will not be able to consciously see the word or phrase, but the viewer's subconscious will take note.
In an audio subliminal message, the sound is typically played below audible levels or is hidden by other sounds. For instance, a movie may contain an audio subliminal message that is not loud enough for the audience to consciously hear it. Another way audio subliminal messages are used is through backmasking, which is a technique that records messages backward on a track that is played forward. When the track is played forward, the message is not heard or is unrecognizable, but when the track is played in reverse, the message is conveyed. Some musicians use backmasking in their music as a way to get around censorship of explicit lyrics.
Although an individual cannot consciously see or hear subliminal messages, the messages do reach the individual's brain subconsciously. One of the main reasons for appealing to the subconscious mind is to elicit a response in individuals. For instance, a subliminal message in advertising may be used to attempt to convince people to buy something.
An Early Attempt at Subliminal Messaging
One of the first instances of subliminal messaging came in 1957. That year, a market researcher named James Vicary conducted an experiment in which he added subliminal messages to a movie showing at a theater in New Jersey. Vicary added the phrases "Drink Coca-Cola" and "Eat popcorn" to the movie. The phrases flashed so quickly that the audience could not recognize them consciously but could recognize them subconsciously. Vicary alleged that the subliminal messages increased Coca-Cola sales by 18.1 percent and popcorn sales by 57.8 percent. However, Vicary made up the results and later admitted that he never actually conducted the experiment. Nonetheless, the fraudulent experiment created panic among the public. People feared that similar subliminal messaging was being used for propaganda and political persuasion. Some even believed that the government was attempting mind control through subliminal messaging.
Subliminal Messaging in Advertising
Since Vicary's so-called experiment, subliminal messaging has been used extensively in advertising. In fact, a 1973 book entitled Subliminal Seduction by Wilson Bryan Key addressed the widespread use of subliminal messaging in advertising. As with Vicary's experiment, the book instilled fear in the public. The Federal Communications Commission (FCC) eventually held hearings regarding subliminal advertising. The commission determined that such advertising intentionally deceived the public. Despite this determination, the advertising industry continued to use subliminal messaging.
Subliminal messaging in advertising can be found in everything from television commercials to print ads. Typically, companies use subliminal messaging in their ads to make their products appeal to a target audience. A television commercial for a KFC sandwich contained an image of a dollar bill that was hidden in lettuce on the sandwich. The image may have been an attempt to persuade the audience that the sandwich was connected to power and wealth. An ad for Coca-Cola contained what appeared to be the icy outline of a woman on top of the soft drink can. This subliminal message may have been an attempt to appeal subconsciously to heterosexual males and convince them to purchase the product. Subliminal messaging can also be used in political campaign ads. For instance, there was speculation during the 2000 presidential campaign that a commercial for George W. Bush contained the word "RATS" that flashed for a fraction of a second. Many considered this a subliminal message meant to disparage Bush's opponent, Al Gore. However, many studies are inconclusive on the actual positive or negative effects of subliminal messages.
Hidden Messages in Corporate Logos
Many corporate logos contain hidden messages, though they may not fall under what is traditionally considered subliminal messaging. Often logos use graphic design, including creative use of shapes and negative space, to convey visual information relating to the company's business goals; such information might be unwieldy if broadcast in writing. The NBC logo is one example, as the white space in the middle of the logo resembles a peacock. This alludes to the television network's stated pride in their programming. Hidden within the logo of shipping company FedEx is an arrow, which appears between the letters "E" and "x," indicating the company's claims of speed and accuracy. The logo for online retailer Amazon also contains an arrow, and while it is in plain sight, its message is intended to be deeper than may be apparent at first: the arrow begins at the first "a" and ends at the "z," suggesting that the online store sells everything from a to z. The arrow also resembles a smile, implying customer satisfaction.
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