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We’ve probably all seen a television sitcom or cartoon in which a company uses subliminal messages to entice unwitting viewers into buying their product. After all, who can forget the hilarious Simpsons episode where Bart joins a boy band, only for Lisa to realise that his hit song “Yvan eht nioj” is actually “Join the Navy” sung backwards? This episode plays on the 1960s, ‘70s, and ‘80s obsession with ‘satanic’ rock bands embedding subliminal messages into backwards music lyrics. Remember – wasn’t Paul supposed to be dead?

Since subliminal advertising often makes an appearance in pop culture and moral panics, it’s easy to write them off as pure fiction – but not so fast! Many companies do in fact use subliminal messaging in their branding and adverts, but in much less nefarious ways.

What is a subliminal message?

Simply put, a subliminal message is a message that is meant to sort of ‘slip past your mental radar’ and embed itself deep into your subconscious mind. The word itself refers to the fact that this message should pass below (that is, sub) your normal perception, underneath its limits – therefore being liminal.

The most classic examples of subliminal advertising and messaging include:

• Embedding a message in a song, either in the higher or lower frequencies or by singing something backwards
• Words and images briefly flashing in between frames of film, usually at one tenth of a second
• Drawings or photos that contain hidden or subtle images, such as words spelled out in clouds in the background

Are subliminal messages actually effective?

Psychologists and scientists have not come to a full consensus about whether subliminal messages are actually effective at convincing people to do or want things that they would otherwise not want. While some people are convinced that subliminal messages do indeed work wonders, it seems that when they do make a change, it is down to the placebo effect.

However, some double blind studies do seem to show that embedded images do affect actions and behaviours. However, the effect only lasts a very short time, and even then, only marginally. While the jury is still out on their efficacy, that hasn’t stopped advertisers and corporations from trying to harness their potential power.  

1. FedEx’s legendary arrow

Federal Express (usually shortened to FedEx) is a worldwide delivery company based in Atlanta, Georgia. Their iconic logo is more than just a clear and legible spelling of their name – it includes a subtle arrow between the E and the X, indicating that they are raring to go!

2. Amazon’s smile

At first glance, the Amazon logo looks like it is underlined by a smile, but look closer – the smile is actually a kind of arrow! The smile at the bottom of the ‘AMAZ’ includes an arrowhead, starting at the A and ending with the Z. This shows you that they sell everything you need, from A to Z.

3. Joe Camel’s ‘Manly’ Face

This is by far the most legendary example of subliminal advertising and one that is brought up and again. Joe Camel, the former mascot for Camel cigarettes, has a very bulbous nose that clearly resembles male anatomy. This was meant to make these cigarettes seem macho and strong.

4. Coca Cola’s shapely bottle

The shape of the glass Coca Cola bottle is one of the most recognisable shapes on the planet, but many people believe that it is designed to look like a shapely woman. It certainly is curvy!

5. Disney and Pirates of the Caribbean

Despite its beginnings as ride at Disneyland, some people forget that Pirates of the Caribbean is a Disney franchise. The posters for these films wants to help you remember! The skull of Captain Jack Sparrow has 2 torches behind it, reminiscent of the head of Mickey Mouse. This image was hugely popular, and was featured on posters and t-shirts – a clear example of how subliminal advertising can even end up being used for fabric printing!

6. Toyota mixes up their letters

Looking at the Toyota logo, you can see that it is made up of different letters that make up the word itself. This helps to reinforce and remind viewers of their brand.

7. Gilbey’s Gin

Some of you might remember when naughty British gin brand Gilbey’s tried to take subliminal advertising to a very literal level in the 1970s.  They got in trouble for positioning ice cubes so that they clearly read “Sex.”

8. SFX Magazine does, too

SFX Magazine is dedicated to the world of visual effects in film, but they can definitely be a bit cheeky when positioning subject matter on their cover. By obscuring the bottom of the F, the magazine appears to be titled “Sex.”

9. Baskin Robbins’ 31 Flavours

This logo design is actually quite brilliant – the number 31 is slyly included in the initials B and R. Seeing as Baskin Robbins is famous for their 31 flavours of ice cream, this is a great way to get customers to crave their product!

10. Tostitos wants you to share with friends

This brand of tortilla chips may be relatively new to the UK, but they sure know how to make their brand seem fun and friendly. Look at the letters T, I and T in the centre of their logo – they form a pair of friends, bonding over a bowl of chips and salsa.

James Birch is the sales and marketing manager at Colour Graphics. He is an expert in printed marketing materials...

When the stimulus presented is below the level of the consumers conscious awareness the result that occurs is called?

Which of the following terms involves using communications that are unexpected and unconventional in ways that target consumers in unexpected places?