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Subliminal advertisements and its influences on our behavior
- 1. Subliminal Advertisements andits influences on our behavior Presented By: Arslan Tariq Bahria University, Islamabad
- 2. What Is SubliminalMassage? ▪ A subliminal message is a signal or message designed to pass below (sub) the normal limits of perception ▪ The registration of sensory input without conscious awareness ▪ Below the threshold of consciousness ▪ Below the normal limits of human mind's perception Conscious mind 10% Subconscious mind 90%
- 3. Example of SubliminalAdvertisement
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- 5. Vicary Experiment ▪ JamesVicary claimed to have flashed the words “eat popcorn” and “Drink Coca- Cola” on a movie screen for 1/200th of a second, every 5 seconds during the movie Picnic ▪ He claimed popcorn sales increased 58% and Coke sales increased 18% ▪ Vicary’s experiment was never successfully replicated ▪ He later acknowledged the study was a fraud ▪ The public felt threaten that companies can manipulate consumers like mindless puppets ▪ On public pressure the U.K., Australia and the National Association of Broadcasting in America banned subliminal Advertisements
- 6. Can Subliminal advertisementsinfluence our behavior? ▪ Subliminal messages can redirect our decisions ▪ Subliminal messages can’t override our intentions ▪ But under some circumstances they can override when these messages relate to our immediate goals or natural tastes
- 7. Subliminal messages inUS presidential Race During the 2000 U.S. presidential race. Democrats complained that this political ad subliminally flashed the word "RATS" when disparaging nominee Al Gore's Medicare plan. Republicans responded that this was just the tail end of the word "BUREAUCRATS." Flashed for 30miliseconds
- 8. Back Masking ▪ Backmasking is a recording technique in which a sound or message is recorded backward onto a track that is meant to be played forward. ▪ In 1980 religious groups in U.S feared that some rock bands are Using back masking to convey satanic teachings ▪ Parents unsuccessfully sued Osborne claiming his music contained Black masked tracks ▪ Self help Cassette tapes claimed to employ subliminal messages that increases self confidence, but these claims were rejected by researchers
- 9. Computerized Attention Tests ▪RUN(Redboud University Nijmegen) Netherlands and University of Amsterdam conducted this research in 2001 ▪ Throughout the test they flashed “Cola” and “Drink” ▪ Participents who watched subliminal message were more Likely to ask for a cola
- 10. Computerized Attention Tests ▪Researchers decided to test the theory that Coca Cola as a brand name may be too deeply imprinted in most people’s memories for subliminal stimuli to have any effect ▪ This study was conducted in 2006, volunteers were asked to perform computerized attention test ▪ Researchers flashed words Lipton Ice Tea for one group and made them Thirsty by giving salt drops and other group was flashed with words Non-sense syllables Flashed for 23miliseconds
- 11. With subliminal Massage 80% 20% ThirstObjects Lipton Ice Tea Water or other
- 12. Without subliminal Message 30% 70% ThirstyObjects Lipton IceTea other
- 13. Subliminal messages couldbe used successfully in limited ▪ Individual's vulnerability to subliminal suggestions depends on following variables; Physical needs and habits Condition in which message has been conveyed
- 14. Brainwashing in Supermarket ▪Subliminal messages hold sway over our behavior in the same way as these environmental cues do. ▪ The thirsty test subject is more receptive to a subliminal hint about a drink just as the hungry shopper to overfill his/her cart at supermarkets. Smells from café can make us feel hungry A citrus scent can trigger thoughts about cleaning Music can affect what we buy in a shop
- 15. Rob Holland’s experiment(2005) ▪ Team asked 56 students to list five activities they hoped to undertake during the next few days Worked in a scent free room Worked in a room with citrus smell 50% 50%
- 16. Rob Holland’s experiment(2005) Only 11% considered cleaning 36% wrote that they will consider cleaning their apartments Students who encountered the citrus smell Students who worked in a scent free room Holland and his colleagues concluded that citrus scent had increased the cognitive accessibility of the goal of cleaning.
- 17. How Music canalter our behavior? ▪ This study was conducted by Taxes Technical University ▪ During several weeks at wine store they played a variety of music, alternating between classical and popular tunes Music didn’t increased the sales but profits
- 18. How spending habitsof restaurant patrons varies with musical cues ▪ This study was conducted by University of Leicester in England ▪ They spent three weeks varying the music from classical to pop to no music at all. POP spent an average of $40 Classical Guests spent an average of $45 NO Music Guests spent an average of $39
- 19. Using Subliminal Advertisements ▪Subliminal advertisements could be used successfully in immediate, day to day situation ▪ To have a genuine effect; Subliminal slogans would have to be short Delivered near to the time of purchase/Decision Relate to a person’s immediate intentions/Habits Studies show that millisecond exposures to the words “angry” or “relax” can have definite, if short lived, effects on a person’s heart rate and blood pressure