2. Subliminal Advertising
Marie-Céline Debande
Julie Champagne

3. 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

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

5. Definition Subliminal: "below the threshold of consciousness".
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%

6. Derren Brown ‘s experiment

7. 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

8. 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.

9.
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.

10. 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

11. present
2000: Presidential campaign
2007: Mc Donald’s

12. Subliminal message in politics

13. 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.

14. Backmasking

15. YVAN EHT NIOJ
means
JOIN THE NAVY

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

18. Some Examples

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

20. Subliminal image in cartoons

21. Subliminal images in cartoons

22. Subliminal advertising in politics

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

24. CONCLUSION

25. Subliminal Advertising
Marie-Céline Debande
Julie Champagne

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

27. 3,000+
messages a day

28. 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.

29. Origins
1897
1900
WWII

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

31. Subliminal while shopping