Oldest schools of marketing know that, that is what is getting our attention. Sex and controversy, or even synergy of both in 1 ad is pretty much 100% success stories. Only mixture of fun and mystery can compete with sex and still not reaching only some of target groups. Universality of suggestive advertising is still on the top, because it is reaching most wide publicity then any other content.
There is simple explanation, any commercial targeting consciously or unconsciously human being basic instincts in the most sophisticated way legally possible is most effective one.
But is really sex presence in advertising sector necessary?
Of course no, but till science or psychology will find subject equally mass-popular it will still be dominating outdoor/internet/tv advertising.
All the cards are only about the balance what is in ‘good taste’ and what is too spicy. That is why, such terms as ‘suggestion’ or ‘subliminal messaging‘ are coming to play. Where silk erotic scent suggestions can be found easily everywhere, and they are easy to spot, subject of subliminal messaging is more questionable. Some say it is out there, some say it is just a myth.
Where is the true?
You have to look on those 2 subject relatively close, but from different perspective. I would bravely say yes there are signs of subliminal messaging, but they are not a match for the written book form of this theory.
Taking theory of subliminal messaging it is stimulation people conscious or rather unconscious perception. Without going deeply in psychological aspects of this therm, lets say it is what you see and you think you see, and what actual message it is transmitting to your brain. It is not only about sex, it is about calling your BASIC INSTINCTS. Just sex is the most popular as it’s most effective. But subliminal messaging techniques are also playing with such feelings like fear. When? For example to make target group nervous and unsafe by presenting some dangerous picture (sometimes it is a face of the monster hidden in women hair in the poster, sometimes it is combination of small shadow with one word etc), getting into your brain unconsciously, followed by image of happiness and product. Effect? You know the answer.
But not all attempts to reach our logicality structured heads were successful. This one maybe in another post then. Just to highlight this example of failure and importance of ads: only 1 picture and 5-word-sentence were the only reason why faithful customers left well known cigarette brand back in 60’s. One campaign failed the whole brand and trust by changing mental picture of consumers themselves with this particular brand of cigarettes, and ad meant to do the quite opposite.
Simplest example how marketers can cheat:
That is not anything major, just sourcing silky confusion around your senses. But if you will read it quickly without paying much attention, asked what is the first color written on the top you will say YELLOW.
I have attached gallery of some ads here, have a look, but spend more then 5 seconds on each picture and think what is wrong with it. Some of them are easy to spot, some are more hidden. Then think, how does it make you feel? Sad, angry, excited, peaceful, happy, safe? And how it will influence yourself not even next time when you will go shopping and you see this product on the shelf’s but generally your mental picture of the brand or product? Maybe not now, but next year you will go to buy a jewelry for your girlfriend, would you rather trust product such as D&G or other made by local goldsmith necklaces?
You might say, yes, but I am not paying that much attention to ads. And that is exactly what big brands ads are benefiting from in long term.
As subliminal advertising is illegal you will not find clear traces of them anywhere. It is so questionable subject as existence of UFO. It is always just a mistake of graphic designer, or just coincidence. Sometimes it is game of words, combined in such smart way you could never figure it out. But if company is spending such remarkable amount of money on advertising should such errors have place?
Personally my favorite ads are those which makes me laugh in ‘intelligent’ way. Is it not the true art of advertising to put smile on even the most worried face? Where old and young, easy going and very serious individual will brighten this few seconds of their day. But this is only a good wish, and harsh reality will always be different. On the end we all have targets to achieve in our lives. I am only hoping after reading this all of us will look at our lives more consciously and be more aware of the world around us.
All this was the reason why I have titled my very first publication ‘Poison of the suggestion’
Now what all this subliminal messaging theory have to do with Internet marketing?