Paper/Poster Title
Subliminal Messages Advertisement Design
Advisor(s)
Brit Rowe, MFA
Ohio Northern University
Art & Design, Visual & Performing Arts
w-rowe@onu.edu
Location
ONU McIntosh Center; Dean's Heritage Room
Start Date
22-4-2022 10:00 AM
End Date
22-4-2022 12:00 AM
Abstract
Subliminal Messages Advertisement Design
Devyn Croston, ONU junior graphic design/social media student
Question: Why does adding subliminal messages to advertisements make for a more appealing visual?
A subliminal message is a technique used in marketing and other media channels to influence the decisions of consumers without their being aware of the tactic. Advertising media such as print and videography have a long history of using subliminal messages in advertisements to make their brand more appealing to their audience. This happens over a spectrum of brands ranging from common to luxury and has been a key part of successful brand identity.
However, this begs the question, why does adding subliminal messages to advertising design result in a more aesthetically pleasing design? David Ogilvy, the modern Father of Advertising, once shared this great quote: "A good advertisement is one which sells the product without drawing attention to itself." Advertising is supposed to be clever and impactful without being complicated to the point of misunderstanding. The advertisements are meant to change one’s perspective of the brand, unbeknownst to them because the consumer was reached on a subliminal level.
To collect data on why consumers tend to gravitate toward advertising media with subliminal messages, an online survey was distributed to random participants in Ada, Ohio. The respondents were asked to choose which of two print advertisements they preferred and why one with subliminal messages and one without. The print advertisements were from a variety of brands such as Pepsi, Coca-Cola, Tostitos, etc. The results suggest that potential consumers often choose visuals with subliminal messages because they are clever and seem to interest the audience thus making them more appealing.
Recommended Citation
Croston, Devyn E., "Subliminal Messages Advertisement Design" (2022). ONU Student Research Colloquium. 14.
https://digitalcommons.onu.edu/student_research_colloquium/2022/papers/14
Open Access
Available to all.
Subliminal Messages Advertisement Design
ONU McIntosh Center; Dean's Heritage Room
Subliminal Messages Advertisement Design
Devyn Croston, ONU junior graphic design/social media student
Question: Why does adding subliminal messages to advertisements make for a more appealing visual?
A subliminal message is a technique used in marketing and other media channels to influence the decisions of consumers without their being aware of the tactic. Advertising media such as print and videography have a long history of using subliminal messages in advertisements to make their brand more appealing to their audience. This happens over a spectrum of brands ranging from common to luxury and has been a key part of successful brand identity.
However, this begs the question, why does adding subliminal messages to advertising design result in a more aesthetically pleasing design? David Ogilvy, the modern Father of Advertising, once shared this great quote: "A good advertisement is one which sells the product without drawing attention to itself." Advertising is supposed to be clever and impactful without being complicated to the point of misunderstanding. The advertisements are meant to change one’s perspective of the brand, unbeknownst to them because the consumer was reached on a subliminal level.
To collect data on why consumers tend to gravitate toward advertising media with subliminal messages, an online survey was distributed to random participants in Ada, Ohio. The respondents were asked to choose which of two print advertisements they preferred and why one with subliminal messages and one without. The print advertisements were from a variety of brands such as Pepsi, Coca-Cola, Tostitos, etc. The results suggest that potential consumers often choose visuals with subliminal messages because they are clever and seem to interest the audience thus making them more appealing.