The document discusses subliminal advertising and how it works. It explains that subliminal messages bypass the conscious mind and go directly to the subconscious, which regulates behavior. Examples are given of studies where subliminal messages in movies increased popcorn and soda sales. While subliminal ads can influence accessibility of concepts, they are more likely to affect behavior if the person is already in a state of needing something, like a drink. The document also discusses different types of subliminal messages like backmasking and flashing messages, and debates whether the influence of subliminal messages is negative or positive.

1. SUBLİMİNAL ADVERTİSİNG
Before mentioning subliminal messages in the advertisement,it is better to talk about
conscious and unconscious levels of mind.
Conscious and Unconscious Mind
The conscious and the subconscious mind, making up the human brain, have often been
compared to a computer. The conscious mind acts as a communication center it controls all
voluntary actions of the body, makes decisions, reasons, calculates. It is creative. It can think
of new ideas, register pain fear, happiness, etc. In order for the conscious mind to be able to
do all of these things, it must have a place to pull information from, So, much like a computer,
the conscious mind also has a storage bank which is called the subconscious mind.
The subconscious mind is where everything we experience in a lifetime is stored. The
subconscious mind retains everything. It doesn't screen information. It doesn't determine right
from wrong, positive, from negative: it just stores everything experienced. For example, have
you ever heard a song on the radio that you hadn't heard for many years and start to sing along
with it? Did you ever try to remember something and say, "it's right on the tip of my tongue?"
Sometimes you remember right away and sometimes it will come to you later. Most often,
you do remember. This is because your subconscious mind and the latter's storage bank
scanners are at work looking for the answer. If the information has been stored at some time,
the answer will come to you.
The human mind can only give out answers based upon information it has been programmed
with, just as a computer does. It reacts based upon information stored. Our habits depend on
our subconscious programming. We are all a product of our thinking.
Many scientific studies have proven that if the subconscious mind is intentionally
programmed with positive thoughts and ideas, that soon the conscious mind will begin to act
with the information it has received and positive results can be easily obtained.
The conscious mind can reject an idea. The subconscious mind, on the other hand, can and
will accept information, which is not audible/visible to the conscious mind.
Subliminal messages enter the brain at a level high enough for the subconscious mind to see,
hear and understand, but low enough so that the conscious mind is not aware and will not
block them. In this way, subliminal messages are able to remove negative thoughts, behaviors
and habits and to communicate positive suggestions directly to the subconscious.

2. So the primary reason subliminal messages are so influential, is because they bypass the
critical filtering aspects of the conscious mind. They go directly to the regulating files we
keep to direct our behavior.
Subliminal Messages in Advertisements
They are hidden messages embedded in advertisements. Yet a legal kind of "subliminal"
persuasion happens every day. Subliminal messages are some of the most controversial tools
in marketing and communications Shoppers are regularly encouraged to buy by appeals to
their senses or unconscious assumptions.It is the use of images and sounds at a speed or
frequency that does not allow us to perceive them consciously but that we perceive
unconsciously bypassing in this way our judgment and evaluation filters at an intellectual and
conscious level.And that is basically how subliminal advertising can affect you. Subliminal
means "below the threshold." Basically, subliminal things are items that you sense (with your
eyes, nose, mouth, ears, or skin), but you are not aware of.
Subliminal messages are in images every day.They can be visual, aural, or written, and can be
presented in any number of media. Unconsciously, you are being influenced by what
surrounds you- and that is for either good or destruction. Try to check some advertisement
billboards, if it's about food and you always pass through it, one of the possibilities is that
sooner or later you'll buy that product. That's the influence in you that you consciously did not
mind but it was absorbed and processed by your subconscious mind. Below are some fields
where subliminal message could develop or destroy us:
• Advertisements
• Health
• Music
• Education
• IQ development
• Personal development
Based on the psychologist, the famous or well known and often used types of subliminal
messages are the following:
• Backmasking*(footnote is at the bottom of the page) Often used by musicians wherein the
spoken messages are recorded backward into a track or tape/disk that is intended to be played
forward.
• 25th Frame. These are written messages or images that are speedily flashed in videos.
Subliminal messages first came screaming into American consciousness in the mid-1950's
when American market/motivational researcher James Vicary demonstrated the tachistoscope,
a device used to flash consciously invisible messages on a screen which could be seen only by
the subconscious mind. During one six-week test in a Fort Lee, New Jersey movie theater,
involving 45,699 patrons, messages were flashed on alternate days over Kim Novak's calming
face: "Hungry? Eat Popcorn," and "Drink CocaCola" During the six weeks, popcorn sales
rose 57.7 percent and Coca-Cola sales rose 18.1 percent

3. Buying popcorn and soda at a movie theater is acceptable behavior, so a subliminal
advertisement about products should work well. Selling a refrigerator in a movie theater
wouldn't work but may trigger the name of the subliminal advertisement when you are
shopping for one. A subliminal message put in a horror movie will be very effective. People
go to a movie to be scared and therefore their emotions are exposed and because of this their
defenses are weakened against accepting subliminal messages.
What’s so scary about these subliminal messages, is that we can’t anticipate their effect. Say
you’re driving down the highway and you see a billboard for Coca-Cola. It may set off a soft
drink craving, but if you’re a smart consumer, you’ll know you’re being influenced by
external forces and you can base your buying behavior on that knowledge.
-Subliminal ads slip by our self-awareness undetected, so our decisions are less informed and
our guards are often down. For this reason, subliminal advertising is more powerful than
traditional advertising methods.
One of Intel's latest ad's shows six athletic black dudes bowing down before a dorky white
guy in khaki pants. Lousy, barely subliminal racist advertising or just plain lousy advertising.

4. The main influence that subliminally perceived items can have on you is to increase the
accessibility of concepts relating to those items. So, think about the classic example of
subliminal perception. You are sitting in a dark movie theater, and suddenly a single frame of
the movie shows an ice-cold Coca Cola. Movies flash by at 24 frames per second. That is too
fast for you to identify anything you have seen in a single frame.
What can that ice cold Coke do to you? Well, imagine first that you have never heard of Coca
Cola or seen a Coke ad. In that case, the flashed Coke will do nothing to you. You don't have
a concept to activate.

5. If you have heard of Coke ,then it will make the concept of Coke easier to think about. For
most of us, most of the time, that will have little effect on our behavior. We often see Coke
ads on TV, in magazines and at sporting events. Often, we're not even that aware of the ads,
because we try not to pay attention to them. That means that the situation created by
subliminal advertising in a movie actually happens to us all the time. And most of the time,
we do not slavishly go out and buy a Coke.
When can subliminal advertising affect your behavior? A few things have to happen. First,
you must be in a situation where you need to drink already. The flashed ice-cold Coke may
then raise the idea of drinking a soda to the level that you notice you need a drink. At that
point, you may decide to get a drink. That won't be driven by the subliminal ad so much as
whether you feel like getting up and drinking. If you do, then you'll order a drink. You might
be somewhat more likely to order a soda than usual having decided to get a drink.
This is from a KFC commercial where, if you pause it at the right time, the lettuce in their
sandwich turns to cash. Anyone drawn in by this was no doubt wholly disappointed when
they got to KFC, ordered a Snacker and found out that a dollar bill as approximately three
times longer than the sandwich itself. It's more the size of two shiny quarters.
To be a smart consumer,here are five techniques used to mess with our minds that you
should know about:

6. Some Products Just Feel Right
A test by giving consumers both a lightweight and a heavy TV remote control. The across-
the-board response to the lighter-weight model? "It's broken." Even when they found out the
lightweight remote was totally functional, shoppers still felt its quality was inferior.
Some TV remotes and MP3 players on the market today would weigh half of what they do if
they weren't stuffed with completely useless wads of aluminum. Customers believe the
heavier objects they're holding are more sturdy and substantial. As a result, they're willing to
pay a higher price for them.
We Fall for "Tradition"
Some people believe that squeezing a lime into a Corona beer is a time-honored Mexican
custom that came about to enhance the beer's taste. Others maintain that the ritual derives
from an ancient Meso-American practice designed to combat germs, with the lime's acidity
destroying bacteria. The truth? The Corona-and-lime ritual dates back only to 1981, when,
reportedly on a bet with his buddy, a bartender popped a lime wedge into the neck of a
Corona to see if he could start a trend.
This simple act, which caught on like wildfire, is generally credited with helping Corona
overtake Heineken as the best-selling imported beer in the U.S. market.
The more stressed-out we are by the financial crisis and other problems, the more we
unconsciously adhere to familiar, comforting rituals. Marketers know this full well and
exploit it.
Music Makes Us Buy
Store owners know that playing music with a tempo faster than the human heartbeat causes
shoppers to shop quickly--and therefore buy less. The slower the beat, the more time shoppers
will take, and the greater the chances are that they'll buy something.
Music also can direct us to certain products. For example, it can determine what kind of wine
we pick up from the shelves. In one experiment over a two-week period, British researchers
played either accordion-heavy French music or a German brass band over the speakers of the
wine section inside a large supermarket. On French music days, 77% of consumers bought

7. French wine, whereas on German music days, the vast majority of consumers picked up a
German selection. Intriguingly, only one out of the 44 customers who agreed to answer a few
questions at the checkout counter mentioned the music as among the reasons they bought the
wine they did.
Places Give Cachet
A product's country of origin can subliminally influence what we buy. Think that you have
choice of two new cars .They're the same model, the same make, the same color, and both are
decked out with the same accessories. There's only one difference: One is made in Turkey,
and the other is manufactured in Switzerland. Most of costumers will pick the Swiss model,
since they associate Switzerland with superb craftsmanship and high standards.
Shapes Have a Draw
A large food manufacturer once tested two different containers for a diet mayonnaise aimed at
female shoppers. Both containers held the exact same mayo, and both bore the exact same
label. The only difference? The shapes of the bottles. The first was narrow around the middle
and thicker at the top and on the bottom. The second had a slender neck that tapered down
into a fat bottom, like a genie bottle.
When asked which product they preferred, every single subject--all diet-conscious women--
selected the first bottle without even having tasted the stuff. Why? The researchers concluded
that the subjects were associating the shape of the bottle with an image of their own bodies.
And what woman wants to resemble an overstuffed Buddha, particularly after she's just
spread diet mayonnaise on her turkey and alfalfa sandwich?
Memory and Subliminal Conditioning
How to Structure Subliminal Messages
Your brain is the most incredibly complex data processing system on the planet. For
centuries, scientists have been unraveling the mysteries of how this complex organ works. It
was only recently that the separate functions of the right and the left hemispheres of the brain
have been identified. Herein lies the most exciting clue yet uncovered for harnessing the
unlimited powers of your brain and eliminating the self-sabotaging habits deeply embedded in
your subconscious.
Brain researchers have documented the differing reactions of the two hemispheres of the brain
to subliminal messages.
The Left Hemisphere: The left hemisphere of the average right-handed person is the more
cerebral. It predominates speech, reading, writing, and thinking (controls your logic and
reason centers). It analyzes the information it receives and organizes it into a logical
framework. To sidestep your rational left hemisphere's resistance to positive messages that
may conflict with its negative habits, use permissive messages such as, "It's OK to succeed,"
(using direct statements can trigger all kinds of negative self-talk from the left brain, such as,
"succeed? I've never succeeded at anything. What makes this time different?").
The Right Hemisphere: The right hemisphere in contrast tends to be more involved with
feelings, visual impressions, and creativity (controls the creative, intuitive mind), and is non-
discriminating. It absorbs information without question or analysis. It is here that early
childhood messages such as, "you'll never amount to anything," are stored, although you may
not be aware of them. No matter how much you try to re-program negative messages on the
conscious level, the emotional imprint is so deeply embedded within the subconscious mind

8. that the negative thoughts will prevail. To counteract years of negative programming, use
authoritative statements that are readily accepted by the right hemisphere. Such as: "I succeed
at everything I do."
SO,SUBLIMINAL MESSAGES - NEGATIVE OR POSITIVE?
In the above fields, the influence of the subliminal message to you depends on how you
program messages that will be stored within your subconscious mind which will eventually
mold or develop you. So instead of letting the many different advertisements negatively
influence you, make your own subliminal messages that would change you for better. For
example, instead of listening to daily news that are all negative, buy or make your own
recordings of short but positive or inspiring messages that you will play upon waking up.
Using the so called Law of Attraction, where you evade using negative words or messages
that could give you doubt but rather choose to use positive words repetitively that will soon be
possessed by you. For instance, you took an exam, do not say "I hope I will not fail" but prior
to the date of exam, during and after the exam say to your self "I will pass the exam". Now, in
your life, do you consider subliminal message negative or positive?
*Footnote: 25th frame
Human's eye can only percieve 25 frmaes/second. Many of you have heared that CIA and
some newest language techniques use this to learn a language in few months (or was that
weeks). They make a film with a hidden 25th frame on witch vocabulary is displayed. 24
frames of film; 25th vocabulary. You don't notice that, but it stays in your subconciousness.