Subliminal messages and advertising

Subliminal messages Subliminal: below the threshold of awareness; image shown so quickly (24 milliseconds) that one cannot detect it Subtle/supraliminal (like product placements) vs. subliminal Five types: embedding; subliminal priming; sub-audible messages; subliminal smells, and backward masking

Subliminal priming Example An image is flashed very quickly.

Example of effective subliminal priming Lipton Ice vs. Nipeic Tol prime study 23 ms flashLipton worked only for thirsty participants 20% to 80% preference Subliminal priming and emotions (Psychological Science, 2008): flashed for 40 ms. Growling dog; dirty, unflushed toliet; horse: Elicited global emotions of fear or disgust, accordingly Priming happy faces to softdrink increased preference, but only for thirsty participants

Subliminal smells Well, I can’t demonstrate this in class.

History of Subliminals Eat popcorn- drink coke study Resulting hysteria over subliminal ads Little research support up until 2000s Eat popcorn-drink coke turned out to be a hoax Since 2001, new research has found support for subliminal smells and overwhelming support for subliminal priming in the lab

When are subliminal messages effective? Effective at priming image or word Effective at increasing familiarity Effective when they are goal relevant Effective when used in highly controlled lab conditions

Why these studies may not generalize Highly controlled laboratory conditions Subjects free from distractions Told to pay close attention to screen Effects were short lived Real world is full of media clutter NO study has demonstrated commercial success with subliminal messages

When are they not effective? Most of the time With backmasking Audio subliminal messages With words or images “hidden” in print ads; embedded images

Why do we think they are effective? Mass media storylines that play up subliminal messages They are mysterious and interesting; people enjoy conspiracy theories Expectancies and self-fulfilling prophecies Uneducated about persuasion and unable to explain it through more sophisticated means How can we not prove they’re not abundant- we can’t see them?

Reality Subliminals are used, but rarely It is possible that subliminal priming could be effective in advertising, but it is banned by FCC Often their use is a prank by an artist, musician, or animator Advertisers rely much more heavily on product placements and creating subtle positive associations

Music and advertising

Why is music so prevalent in advertising? Peripheral route: creates positive mood and association Listening to music takes less cognitive effort for same message as voice. More relaxed, less counterarguing

Music is advertising Reinforce products’ image: association Mere exposure: tolerate a song more Mnemonic device:

Music is advertising Reinforce products’ image: association Mere exposure: tolerate a song more Mnemonic device: Empire; When you need a Union Cab call …. Union Cab Increases brand recall: Like a good neighbor….

Background music and persuasion Influences shopping pace: people bought 17%/38% more stuff with slow tempo music- shopped 18 % longer and lingered Restaurant patrons ate faster to faster paced music (94 beats per minute): higher bar tab with slow tempo music (72 beats)

Background music and persuasion Uplifting music makes people more compliant: Classical music reduces petty and violent crime Sets mood for brand atmosphere: French vs. German music is wine shop Another study found people bought more expensive wine with classical music than Top 40

Music and audience fit muzak Using music to define yourself to your target audience Similar music -> value similarity -> liking