2. Subliminal Advertising Marie-Céline Debande Julie Champagne

3. 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

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

5. 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%

6. Derren Brown ‘s experiment

7. 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

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

9. 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.

10. 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

11. 2000 - present 2000: Presidential campaign 2007: Mc Donald’s

12. Subliminal message in politics

13. 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.

14. Backmasking

15. YVAN EHT NIOJ means JOIN THE NAVY

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

18. Some Examples

19. Subliminal advertising while you shop Subliminal messages under the Muzak or background music  reduces shop-lifting

20. Subliminal image in cartoons

21. Subliminal images in cartoons

22. Subliminal advertising in politics

23. Dangers and Legislation - Australia & Britain: banned vs - US: laws banning subliminal advertising introduced but no decision. - FCC - National Association of Broadcasters - Problem = NO proof

24. CONCLUSION

25. Subliminal Advertising Marie-Céline Debande Julie Champagne

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

27. 3,000+ messages a day

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

29. Origins 1897 WWII 1900

30. Subliminal advertising while you shop Subliminal messages under the Muzak or background music  reduces shop-lifting

31. Subliminal while shopping