 BUSINESS 4NETWORKING [Subliminal Marketing - Spot the message!] |
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Posted on 28th Nov 2008 at 10:00
Subliminal marketing is a technique which uses graphic design elements to communicate a message subconsciously. It uses deep connotations and stereotypes that exist in society to tap into the audiences mind and ultimately reinforce a sale.
Subliminal marketing is a common technique appearing in almost every piece of marketing we see and you've probably utilised it yourself (without knowing.)
 - When you visit a business based website and see groups of people dressed in suits, smiling, that's subliminal
marketing.
- When you buy a magazine with a pretty airbrushed woman on the cover, that's subliminal marketing.
- When you see a tv advert for a new car driving through countless empty roads, that's subliminal marketing.
It comes in every form of media from print to web, packaging, logos and magazines to movies. You could say that it's graphic design at its best.
It has an old successful history and used on a daily basis with good intentions. We don't actually take the time to look and study every advert (like the ones above) because there so monotonous and obvious that they've become apart of our daily lives but subliminal marketing also has another subliminal level, one where the strategy quietly delves into a taboo subject and questions can be raised.
Subliminal marketing its also:
- A way of targeting someone you wouldn't normally advertise to.
- A way of surpassing obvious immoral associations whilst your are actually making those associations with the brand
You may not notice the controversial implications made because they were far too subtle or they weren't targeted at you but more often then not, they are there. In these cases it can create conspiracy theories, controversy and intrigue. The clever design and strategy can be a form of subliminal marketing itself, making viewers seek out the advert and actually ask themselves "Is the subliminal element actually there?"
Maybe the human mind works too hard, maybe it was a just a coincidence, or maybe not.
Judge for yourself with the advert below.
Example:
Captain Morgan Rum - Print Advert in the 1990's
First Glance:
This is an advert I found pretty much at random (American music magazine) because it looked like it had room for discussion and it does have much more impact in reality, printed on a glossy A4 sheet. At first glance it seems like a great photo of your typical bar scene with great graphical design. It was placed in magazine with over 100 pages and at least 50 of them were adverts so the idea is that the reader will casually skip from page to page taking a quick glance at the advert before moving on. All the elements suggest that Captain Morgan means "Good Times".
On a subliminal level -
Is it just me or is the whole advert just a little sinister!
If your were to specifically take out Captain Morgan and his hat, the advert would have a different (happier and casual) feel but the branded elements themselves bring in an eerie approach.
Captain Morgan - Clearly drawn and positioned to look devious:
- Smothered in Red
- Devilish goatee, moustache and eyebrows.
- Peering downwards from the top
- Hiding behind the page
- Ripping down the page
- Devilish grin
- Voyeuristic
- Entering the real world and temptingly holding the bottle in an almost pouring gesture
- Looks like Hook
- Wearing a pirate bandanna (criminal)
Red hat
- Placed on the lady not the men (Targeting ladies, or is it?)
- Not drawn in, its real but not in the original photo, it has been superficially placed there afterwards (no shadow round the
back of her head, no affect of the hat on the ladies hair)
- She wore the hat on her own accord (its her hand on top of the hat)
- Her hand has been composited in (superficially) like the hat itself
The scene
- 2 guys, one girl (usually and typically it would be even numbers)
- The photo has been saturated (not to black and white but almost)
- The only vivid colours are those of the brand
Although at first glance it's a relaxed setting with smiles all around, on closer inspection, the girl seems to have a tensed smile whilst looking down at the drink maybe suggesting some hesitation and falsity.
The common image of a curtain with bricks in the scenery is a popular setting for nightclub/bar's giving that retro/stylish, modern bar scene, yet the perspective of the brick wall is wrong. It has been superficially placed in and gives the idea of an outside alley with the shadowy background immerging into the curtain.
Lastly an out of focus glass appears at the bottom suggesting that you, the viewer is also there watching everything; (even Captain Morgan) which no one else sees.
Text - The Captain was here.
Written in red with a calligraphy relaxed style, it appears friendly and fun but also connotes the type of font you would use to create horror. Like wise the phrase in conjunction with the elements brings something a little creepier to the ad. "The Captain was here", almost like its out of a horror movie. Short, simple but highly interpretable in several ways.
Conclusion
This could all mean nothing except that Captain Morgan is the bringer of good times but upon inspection you cannot deny the alternative messages and mood that's been created.
Almost like Captain Morgan is the devil with an ulterior sinister motive, creating temptations with his two helpers.
It also asks the question who is the advert actually targeted at?
THE END
There is a long list of subliminal marketing materials which cause intrigue whether it be good or bad. Walt Disney has been famed for it (in a negative light), Apple done it and my favourite modern example is the Territorial Army adverts which is smothered with subliminal messages.
Next time you see an advert, packaging, a magazine or even a movie, look for the subliminal messages.
Colour
Type
Layout
Persona
Language
Images
Composition
Icons
Narrative
Mood
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Posted on 28th Nov 2008 at 10:14
Fantastic article, Chaten. Really enjoyed it.
One thing missing though. Does it sell? If I did a subliminal advert or a direct response advert for one of my customers, which would get the best result?
Jon Dean
Sales Training - Marketing Services
I'm the only person you'll ever work with who will guarantee to make you money. (Probably because no-one else is mad enough)
Where to go to get Free Stuff:
The Jon Dean Email - Essential business opinions & trends for every executive or entrepreneur
The Seven Secrets of Successful Sales Training - Don't book any Sales Training without it
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Posted on 28th Nov 2008 at 11:50
When I was doing media studies at uni we learned about many different methods of this kind of messaging. The picture that caught my eye is of the people in the suits with the camera below. Is it just me or do they seem to be looking down on you in more than one way?
Stuart Amery,
PPD Computing - CRM Software with a personal touch
Whether you’re looking for a tailored CRM System, bespoke software development, effective and straight talking CRM Consultants or simply some CRM knowledge and software tips, PPD Computing inspires you to make a difference and improve your business performance.
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Posted on 28th Nov 2008 at 12:27
No mention that all 3 people in the picture are black. Any reasons why they were used?
Great article by the way.
Ceri Booth does a great 4sight and uses the Snickers advert with Mr T as her prop.
Steve White
Thornbury Collection Services Ltd
'Think Collecting Success'
www.thornburycollections.co.uk
Trust the debt recovery company the 4N community trust in!
Mobile :- 078 246 38570
Office :- 01443 224407
Area Leader for S. Wales
Have a look at this!
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Posted on 01st Dec 2008 at 10:37
lol! Great questions!
Jon - Does it sell? If I did a subliminal advert or a direct response advert for one of my customers, which would get the best result?
Many factors should be considered when creating the advert. The best thing to do is combine both (direct and subliminal). Subliminal tatcics with big taboo messages are usually carried out by big companies who have deep strategies and a popular brand to play off of. Smaller companies don't have that privelige but its doesn't mean that they can't do it.
A direct method is always the start and main focus of an advert but plugging in small subliminal messages (like the image with the suits) helps to reinforce the sale, giving the advert more depth. The subliminal element is always a reinforcement rather then the selling point in any advert.
Stuart - I learned this in Media Studies as well:) (A-level). "Looking down at you in some way" . Thats subliminal marketing, are they looking down at you or not? There's no answer just your own interpretation.
Steve - "all 3 people in the picture are black."
I didn't mention that this advert was taken out of a Black American music magazine (VIBE) in the late 1990's. All adverts were created specifically to target the readers. (majority were black people.)
Due to this the people used in the advert are not so much a subliminal element although the companies strategy could be.
Great questions and thanks for yoru comments, glad you enjoyed the read .
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Posted on 01st Dec 2008 at 12:31
Before reading the article I looked at the advert and my thoughts of it were "Captain Morgan's, helping dodgy looking men get beautiful women drunk all over the world!"
Glad to see I'm not the only one who thought the advert sent out a slightly different message
Dom Rosato (Managing Director)
Flat fee recruitment that works, Guaranteed!
Telephone: 01793 441 459 Email: dom.rosato@employerfirst.co.uk
WWW.EMPLOYERFIRST.CO.UK
(Marlborough 4N Group Leader)
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Posted on 01st Dec 2008 at 12:39
Great article - really interesting read during my lunch break.
I didn't like the advert at all and couldn't imagine it actually increasing sales of that brand - too eerie looking and everything seems completely out of context and fake.
Kim
Kim Clarke
National Office Week - Making Office Life Gorgeous
kim@nationalofficeweek.com
www.nationalofficeweek.com
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