Britney Spears has recently caused controversy with suggestions that
ad campaign for her new fragrance range uses subliminal or hidden messages in its efforts to convince potential buyers. Advertisers have long been aware of power of appealing to our subsoncious minds, so what methods exactly do they employ, and how widespread is practise?Broadly speaking, there are three methods in common use - Product Endorsement, Product Placement, and Hidden (Subliminal) Imagery.
Why do advertisers use these methods?
As consumers, we tend to make buying decisions based on emotion rather than logic. When see a product, we make up our minds very quickly about whether we want it or not, based purely on way product is presented to us. Any accompanying sales pitch is merely there to help us justify purchase to our more logical selves. Advertisers know this of course, so they spend huge amounts of time and money marketing their products in ways that appeal to our emotions and subconscious mind.
So how do three methods work?
Taking each in turn:
Product Endorsement
This is possibly most up-front and honest method. Quite simply, a product is endorsed by a well known figure – a celebrity or sports person perhaps - or a singer! Nike are big users of this technique, with major sporting stars regularly featuring in their commercials. Whilst they might not spell it out, message is always same – “If our product is good enough for Mr x, then it’s certainly good enough for you”.
Product Placement
This is slightly sneakier derivative of product endorsement, and involves well known figures (often fictional) endorsing products or services outside of a clearly labelled commercial environment. The technique is frequently used in sitcoms and soap operas. For example, you settle down to watch an episode of Fraser, your all time hero, and happen to notice that he drinks a certain brand of coffee (“brand X”). You may not consciously notice this, but your subconscious mind is taking in every detail. Because you have such respect for famous Dr Craine, you naturally trust his judgement when it comes to coffee. Hence next time you are in supermarket and you spot “brand X” on shelf, you are much more likely to choose it over rest of selection on offer.
