Subliminal marketing is a technique which uses graphic design elements to communicate a message subconsciously. It uses deep connotations and stereotypes that exist in society to tap into the audiences mind and ultimately reinforce a sale.
Subliminal marketing is a common technique appearing in almost every piece of marketing we see and you've probably utilised it yourself (without knowing.)
- When you visit a business based website and see groups of people dressed in suits, smiling, that's subliminal marketing.
- When you buy a magazine with a pretty airbrushed woman on the cover, that's subliminal marketing.
- When you see a tv advert for a new car driving through countless empty roads, that's subliminal marketing.
It comes in every form of media from print to web, packaging, logos and magazines to movies. You could say that it's graphic design at its best.
It has an old successful history and used on a daily basis with good intentions. We don't actually take the time to look and study every advert (like the ones above) because there so monotonous and obvious that they've become apart of our daily lives but subliminal marketing also has another subliminal level, one where the strategy quietly delves into a taboo subject and questions can be raised.
Subliminal marketing its also:
- A way of targeting someone you wouldn't normally advertise to.
- A way of surpassing obvious immoral associations whilst your are actually making those associations with the brand
You may not notice the controversial implications made because they were far too subtle or they weren't targeted at you but more often then not, they are there. In these cases it can create conspiracy theories, controversy and intrigue. The clever design and strategy can be a form of subliminal marketing itself, making viewers seek out the advert and actually ask themselves "Is the subliminal element actually there?"
Maybe the human mind works too hard, maybe it was a just a coincidence, or maybe not.
Judge for yourself with the advert below.
Example:
Captain Morgan Rum - Print Advert in the 1990's
First Glance:
This is an advert I found pretty much at random (American music magazine) because it looked like it had room for discussion and it does have much more impact in reality, printed on a glossy A4 sheet. At first glance it seems like a great photo of your typical bar scene with great graphical design. It was placed in magazine with over 100 pages and at least 50 of them were adverts so the idea is that the reader will casually skip from page to page taking a quick glance at the advert before moving on. All the elements suggest that Captain Morgan means "Good Times".
On a subliminal level -
Is it just me or is the whole advert just a little sinister!
If your were to specifically take out Captain Morgan and his hat, the advert would have a different (happier and casual) feel but the branded elements themselves bring in an eerie approach.
Captain Morgan - Clearly drawn and positioned to look devious:
- Smothered in Red
- Devilish goatee, moustache and eyebrows.
- Peering downwards from the top
- Hiding behind the page
- Ripping down the page
- Devilish grin
- Voyeuristic
- Entering the real world and temptingly holding the bottle in an almost pouring gesture
- Looks like Hook
- Wearing a pirate bandanna (criminal)
Red hat
- Placed on the lady not the men (Targeting ladies, or is it?)
- Not drawn in, its real but not in the original photo, it has been superficially placed there afterwards (no shadow round the
back of her head, no affect of the hat on the ladies hair)
- She wore the hat on her own accord (its her hand on top of the hat)
- Her hand has been composited in (superficially) like the hat itself
The scene
- 2 guys, one girl (usually and typically it would be even numbers)
- The photo has been saturated (not to black and white but almost)
- The only vivid colours are those of the brand
Although at first glance it's a relaxed setting with smiles all around, on closer inspection, the girl seems to have a tensed smile whilst looking down at the drink maybe suggesting some hesitation and falsity.
The common image of a curtain with bricks in the scenery is a popular setting for nightclub/bar's giving that retro/stylish, modern bar scene, yet the perspective of the brick wall is wrong. It has been superficially placed in and gives the idea of an outside alley with the shadowy background immerging into the curtain.
Lastly an out of focus glass appears at the bottom suggesting that you, the viewer is also there watching everything; (even Captain Morgan) which no one else sees.
Text - The Captain was here.
Written in red with a calligraphy relaxed style, it appears friendly and fun but also connotes the type of font you would use to create horror. Like wise the phrase in conjunction with the elements brings something a little creepier to the ad. "The Captain was here", almost like its out of a horror movie. Short, simple but highly interpretable in several ways.
Conclusion
This could all mean nothing except that Captain Morgan is the bringer of good times but upon inspection you cannot deny the alternative messages and mood that's been created.
Almost like Captain Morgan is the devil with an ulterior sinister motive, creating temptations with his two helpers.
It also asks the question who is the advert actually targeted at?
THE END
There is a long list of subliminal marketing materials which cause intrigue whether it be good or bad. Walt Disney has been famed for it (in a negative light), Apple done it and my favourite modern example is the Territorial Army adverts which is smothered with subliminal messages.
Next time you see an advert, packaging, a magazine or even a movie, look for the subliminal messages.
Colour
Type
Layout
Persona
Language
Images
Composition
Icons
Narrative
Mood
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Subliminal Marketing - Spot the message!
