Subliminal Advertising MarieCline Debande Julie Champagne Table of

Subliminal Advertising Marie-Céline Debande Julie Champagne

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

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

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%

Derren Brown ‘s experiment

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

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

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.

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

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

Subliminal message in politics

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.

Backmasking

• YVAN EHT NIOJ • means • JOIN THE NAVY

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

Some Examples

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

Subliminal image in cartoons

Subliminal images in cartoons

Subliminal advertising in politics

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

CONCLUSION

Subliminal Advertising Marie-Céline Debande Julie Champagne

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

3, 000+ messages a day

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

Origins 1897 1900 WWII

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

Subliminal while shopping