Effects of Subliminal Messages in Advertising

Many studies have been done to gauge the effects of subliminal messages. Although long-term effects have not been found, damage is still done on a wallet. Subliminal messages in advertising can persuade the target to purchase something they might not really want. Although good for business, it's not good for the average consumer.

• The concept of subliminal stimuli was first introduced in 1895. It didn't come under scrutiny until 1957, the time marketing professionals attempted to bring it into use. They believed that ads needed the persuasive powers of the unseen communication.


• Subliminal messages work by convincing the subconscious mind you need something. It works in advertising by giving the idea you need to purchase a product or service. Although your conscious mind might not realize it, the image or message presented is working on your subconscious mind.


• Almost all print ads have some type of subliminal message. Even a clothing catalog. Open any clothing catalog, and you will see gorgeous models, flawless men and women wearing clothes intended to be sold. Many times these pictures are even airbrushed if there is even the smallest imperfection. By displaying the clothing on a perfect palette marketing professionals are using subliminal messages. Your subconscious mind will believe if you wear that shirt, you will look like that. The truth is that shirt might not look the same on you as it does on an airbrushed, size 2 model.


• Subliminal messages have a positive effect on sales. Consumers are more likely to buy these products or services without truly realizing why. Many times it's not the words in the ad that sell something, but the image within it. Subliminal stimuli prompts consumers into making impulse buys possibly not made otherwise.


• Many studies have been done on how subliminal stimuli works. Researchers believe it is no more than a fleeting thought. Although no long-term effects have been found, consumers might purchase a product that they don't need or want.


• The government banned different forms of advertising that used subliminal messages in the 1970s. The FCC went so far as declaring any station using it would be banned. They felt that it was deceptive to the general public's persuasion to increase sales in products.