Subliminal Advertising

  Written by Martinus Nanang on Sep 5, 2010 7:16 am

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Do you know that advertising works by manipulating people's emotion? That's the reason why so many ads don't care about logic or sometimes truth. Many ads need to exaggerate in order to persuade people.

Actually exaggeration is only one way to manipulate feeling. There're many other ways and one of them is "subliminal advertising." I don't know if anyone has coined the term before, but I use the term after I read a book on emotion.

How does subliminal ad work? Technically there're many ways. But basically it works more effectively with repetition. TV ads are very clear examples. We see the ads every day, even every few minutes. Also, some ads on Betternetworker are repetitive; meaning, you'll see them every time you visit the website. Repetition send signals to our brain and stored in memory that cannot be access consciously. But we can access them through feelings.

Here the game takes place. It plays with feeling and emotion. A study conducted by Robert Zajonc reveals that human people tend to trust information that they know better or more familiar with compared with information that are more obscure or new. Implication for ads is clear: an ad should send clear message, easy to understand, easy to catch, and easy to remember.

What should we do to make a subliminal power to our ads? The following things might be useful to consider:

• Use a message which is funny, short, unique.
• Create a feeling of urgency in your ads.
• Use daily terms, don't focus on correct grammar.
• Politeness is not always useful for ads.
• Give your ads the power of repetition.

Remember, the purpose of subliminal advertising is to create subconscious familiarity with products offered. The more often people see the ads, the more likely the message enters their subconsicous mind. They may be unaware about it, but their feelings may guide them to make a decision.

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