Today’s Transparent Subliminal PhD. Att. Oana BARBU West University of Timisoara
Whatis a subliminal message? ◦ "sub" = below ◦ "liminal" refers to the "limen" or "threshold" of conscious awarenesssubliminal-messages are messages that you’re not consciously aware of, but are still able toinfluence or affect you on a subconscious level.
Subliminal stimuli ◦ Exterior factors you cannot control ◦ strong enough to trigger a neuron in your brain, but not strong enough for your mind to be able to detect or identify the message consciously ◦ They affect the most intimate level
Subliminal stimuli we cannot overpass ◦ Primary instincts Sigmund Freud: hunger, fear and sex ◦ Archetypes If somebody rescues the princess he is a hero ◦ Socio-cultural symbols The cross stands for? ◦ divinity ◦ cardinal points ◦ division of the world into four elements ◦ Life ◦ the union of the concepts of divinity, the vertical line, and the world, the horizontal line (Koch, 1955)
Subliminal stimuli we cannot overpass ◦ Prejudices
Subliminal stimuli we cannot overpass ◦ Memory stimuli ◦ 1909 Marcel Proust writes his famous work In Search of Lost Time ◦ Gains its popularly for the notion of involuntary memory ◦ "episode of the madeleine".
Subliminal stimuli we cannot overpass ◦ Rituals Corona beer a time-honored Mexican custom? NO!
Subliminal stimuli we cannot overpass ◦ Emotions we are all emotional human beings!
Types of subliminal messages Subliminal audio tapes ◦ The most common and well-known form of subliminal messages ◦ verbal affirmations are recorded at a lower level (in other words, very softly), and mixed with a much louder "foreground“ bubbling stream, rain-drops, Wind or wave sounds other easy-listening sounds ◦ Associated with therapeutic and motivational purposes
Types of subliminal messages Back masking ◦ messages that are played backwards such that it’s impossible for the conscious mind to understand anything. ◦ During the 1970s, media reports raised a series of concerns of its impact on listeners, stating that satanic messages were calling its listeners to commit suicide, murder, abuse drugs, or engage in sex—which were all rising at the time
Types of subliminal messages ◦ Silent Subliminal ◦ either a very high frequency message or a very low frequency one, ◦ inaudible to humans.
Visual subliminal messagesMost famous subliminal experiment: In 1957, James Vicary conducted an experiment at a movietheater in Fort Lee, New Jersey. Vicary placed a tachistoscope (a device which flashes aseries of images rapidly onto a screen) in the movie projectionroom. During the screening of the movie "Picnic", he flashed rapidlyseveral messages ("Drink Coca-Cola" and "Hungry? EatPopcorn") on the movie screen every five seconds. He claimed that the results showed that Coca-Cola salesincreased by 18.1%, while popcorn purchases jumped by asignificant 57.8%.
James Vicary actually faked theresults of the experiment.
Smell ◦ New car odor ◦ Barkley’s Bank ◦ Singapore Airlines
Taste Taste of Christmas ◦ cinnamon yogurt Provoking a taste through visual images ◦ how does the summer taste?
Hearing sounds ◦ Music tempo ◦ Nature sounds in supermarkets at the grocery rayon ◦ Catchy sounds (Nokia sound, Intel inside sound)
Touch ◦ Toys that have a “try me” button ◦ The tinier and lighter the digital camera or tape recorder is, the more cutting-edge the technology inside it must be, right?
Brand Sense - Martin Lindstom Uniqueness Memorabilia engagement Differentiate Builds trust
But is it a transparent engagement? Where is the line between transparency and subliminal in brand communication? How can you outlaw something that is not consciously visible and it’s highly interpretable? ◦ The moment you realize the subliminal message through your senses, it’s not subliminal anymore!