To use or not to use: Subliminal Perception in Marketing

Creating an advert with a hidden meaning or image can be joyful for marketers. However, is it meaningful to use them in marketing campaigns?. As a marketer, one has to seek advice from academic think tanks before creating such an advert. Commercials that imbue consumers through hidden meanings may lose the entire plot. This article discuss on the realm of subliminal perception.

To put it simple, subliminal perception are cues (can be an image, sound, or any other object) that are not processed by our brain consciously(see Figure 1). In other words, they are not seen by consumers and it is not perceivable immediately. Have you observed Baskin and Robbins logo, is there anything different? (see Figure 2).

Baskin and Robbins has 31 varieties of ice creams in their menu and it is depicted in the logo. As a non consumer, I have never realized it until I was told in the class by my Professor (even though it is salient) (Timothy E. Moore,1982).The logo with the hidden meaning is a relevant example for subliminal perception.

History of Subliminal Perception:

James Vicary in 1957 flashed “Eat Popcorn” and “Drink Cola” words on the movie screens (superimposed). He then reported that this exercise increased the sales of Popcorn by 50% and Cola by 18%. This is the starting point of “Subliminal Perception”.

However, James Vicary was asked to repeat the experiment to prove his validity by Copy Research Council . The second experiment conducted by Vicary didn’t show any change in the sales of Coca Cola or Popcorn. Later in an interview with Advertising Age, Vicary admitted that he released fudged data to promote his failing business. (Walter Weir, 1993)

Different kinds Subliminal Cues:

Based on the Timothy E Moore paper published in 1982, subliminal cues can be presented in three ways,

1. Presenting a stimuli using Tachistoscope. This device helps in controlling the speed at which a visual image is displayed.
2. Use of accelerated speech in low volume auditory message
3. Embedding or hiding sexual imagery

Debate of Subliminal Perception:

Many researchers have tested the use of subliminal perceptions and its impact on behaviour. Reports given by them were ambiguous as it took different routes. Some said it has profound impact on behaviour and others didn’t.

In 2015, BBC replicated the study with 98 participants, two groups were formed and they wore red and black blindfolds. A three-minute clip with Lipton brand name was flashed at the speed of 10 milliseconds in the movie for every 5 seconds. The clip was shown twice, and one group was not blindfolded in each occasion. To induce the thirst, they were given crisps, after the movie they were asked to choose Lipton or a brand of mineral water. Though there was difference in preferences, they were not statistically significant.

However, one study revealed that if people have motivation to do a particular behaviour, subliminal priming do work. The study clearly reveals subliminal cues do work with certain conditions. Based on the study , goal relevant cognition and motivation towards accomplishing a goal is required to make subliminal advertising more persuasive (Erin J Strahan et al, 2002). This paper also quotes many other studies that support the subliminal perception.

Recent neuroscience study conducted by UCL has proven that subliminal stimulus is able to capture the attention of brain at the subconscious level.

Conclusion:

Though recent studies support subliminal stimulus and its impact on attending, it is still questionable since they are not perceivable if the consumers are not motivated(Erin J Strahan et al, 2002). Looking it from the perspective of legal obligation, UK has already banned (allowed in US) use of subliminal advertising suspecting that it may manipulate people choices without their consent. Ethical considerations and legal use of subliminal advertising has to be checked before going ahead.

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