|
Introduction (click here for column free version of this introduction) This site is devoted to some forms of advertising that are generally (but inappropriately) known as subliminal advertising and also a number of ads that do not include subliminal elements and are thus best described as manipulative. All of the ads that are illustrated and discussed can all be summed up under the phrase manipulative advertising. The 'subliminal' adverts are unethical and can be considered to breach professional guidelines. In some countries (not the US nor the UK) they may also be illegal. Legal restrictions tend to apply to TV transmissions rather than to printed ads. ***** The ads in question can be sexy, cheeky, rude, disturbing, distressing, crude, cynical, depressing and, very occasionally,they may be humorous. Quite often, if you only look at them superficially, they appear boring. If you are of a sensitive nature, then stop here - but not for long. If you are insensitive then you need not bother continuing. But whatever your nature, in general, it pays to be curious. The subject matter of the site is potentially rather serious and raises a variety of ethical issues. It may have the capacity to influence you without you being aware of this process. However, the site is constructed to provide an interesting and enjoyable experience. But, even if you find humour in the contents don't let that prevent you from getting annoyed with the major companies and the advertising agencies who have been, and continue to try, to influence you without your consent. ***** A number of surveys indicate that public attitudes are strongly against the use of subliminal advertising, though they are really focussing on semi-subliminal advertising i.e. ads with elements that are on the borderline of perceptual ability. This distinction in terminology is clarified later in column three of this introduction. How you feel personally about the thought of being manipulated by some advertisers will depend upon how much information you pick up from this site. Even if all you do is look at a few of the ads and the related commentary, learning about the techniques helps undermine their effectiveness. *****
Viewing the ads and reading the associated discussion material will assist you to discover how some advertising companies try to influence you without your knowing. Viewing the ads will also give you insight into how they try to influence you. If you wish, you can then turn the tables on the ad companies and prick their professional pomposity and arrogance by helping force them to publicly acknowledge what some of their colleagues have been doing. *****
For many years advertising professionals have attempted to convince critics that 'subliminal' advertising does not exist. See for example the author's correspondence with the Advertising Standards Association, the Institute of Practitioners in Advertising and various articles and adverts from theAmerican Association of Advertising Agencies. Professional spokespersons and their professional associations have attempted to 'have their cake and eat it'. Not only do they deny the existence of the type of ads illustrated on this site they also have a subsidiary response to critics. They also state that ' If it [subliminal advertising] did exist, then it would not be effective. This seems a curious type of response as it seems reasonable to presume that experts and spokespersons for the advertising profession ought to know whether or not this type of advertising exists. Additionally, when it is used, they ought to know whether it is effective - and why would they use it if it were not effective in commercial items. ***** The only truly appropriate response to such defensive comments by advertising professionals is 'bulldust'. Semi-subliminal advertising is produced by the biggest and most powerful advertising agencies and their equally powerful clients. Either the chief executives of commissioning companies are among the most gullible individuals in the world (and might as well consult psychics when developing marketing plans) or their ad agencies
|
cigarette advertising. Cigarette ads constitute a disproportionate amount of the semi-subliminal ads. Concerned individuals should also consider the impact of such ads on young children, who may be more perceptive than the average adult where the 'recognition' of embedded elements in ads are concerned. ***** Why does the banner and logo of this site and the preceding text refer to 'semi-subliminal' advertising and not just subliminal advertising? Most of the literature on this subject refers to Subliminal Ads. But, if one accepts the standard definition of what is meant by the term subliminal these ads are not subliminal at all.
and marketing departments have evidence demonstrating that such techniques are commercially effective (even if not testable with small samples of individuals in laboratories). This latter view, supporting an argument concerning commercial effectiveness even if the techniques are not verifiable in laboratory situations, will seem most likely after you have viewed some of the ads, those for cigarettes, in particular. ***** View the ads and demonstrate that advertising agencies and their clients are not the only individuals who are capable of perceiving the manipulative intentions lying behind the use of such ads. *****
Smokers and potential smokers in the UK and US A, in particular, are recommended to give careful consideration to the activities of ad agencies responsible for
Subliminal images cannot be perceived consciously. As will be noted, most of the ads in these pages, despite what they would normally be called, contain images that can be perceived. Recognition, however, often only occurs with some difficulty. These ads contain images that are almost, but not actually, subliminal. To be more precise, the ads contain semi-subliminal images. A more appropriate, but rather cumbersome, term is marginally perceptible images. But, regardless of the term you prefer to make use of, note that semi-subliminal ads are manipulative. But not all manipulative ads contain semi-subliminal material. All semi-subliminal ads are manipulative in nature but not all manipulative ads contain semi-subliminal elements. ***** A variety of ads are presented to demonstrate that semi-subliminal advertising is a relatively common type of manipulative advertising and has been so for many years. Ads using puns, word play, and other devices can be equally manipulative. Some of these are also discussed for good measure and to add additional interest. Other than the fact that all these ads are manipulative in intent, in that they do not allow viewers to reflect upon information, the ads conform to the standard parameters for visual or lifestyle type ads. That is, the ads rarely make claims about products. They simply present images for the viewer to interpret in the light of their own interests, biases and knowledge. And much of that knowledge has, of course, come from advertising and promotional activities. ***** The distinction between normal ads and semi-subliminal is made clear using ads for Absolut Vodka, Stella Artois lager and other ads on the What's Subliminal pages. ***** You can now choose to skip
the rest of this introductory page and seek out ads of interest to
you. If you choose the straightforward method of navigation and progress
using the next page
|
Definitions of many of the technical words can be found in the Glossary
and answers to many common questions on the FAQ pages.
Listed books can be found in the Bibliography
Semi-subliminal imagery
 As
might be expected, and in line with the brief definition given above,
the few books on the topic of what is referred to as Subliminal Advertising
are illustrated with ads that contain semi-subliminal images i.e.
images that can be consciously perceived. These include the well known
books on the subject by Wilson Key.
As the illustrations in Key's books and those on this web site indicate, semi-subliminal images can be perceived by viewers if they know what they are looking for. Once one has acquired some knowledge of the techniques involved then it is possible also to find new examples. Semi-subliminal images are, however, not easy to find. They are often only marginally perceptible and, like truly subliminal images, they are not designed to be consciously attended to.
|
Ad Selection and Image Quality
|
Many ads are much more subtle than these illustrated. It is, however, not possible for GIF and JPEG images to adequately re-present high quality, full colour printing. In addition, even if adequate electronic images could be produced, the speed with which Internet connections transfer large image files militates against using full scale images. Thumbnails or scaled down versions are therefore used to initially present the ads. When embedded elements quite clearly get very close to the limits of visual perception they are not reproducible. Although these might be illustrated, accompanied by a cautionary note that the judgements might be due to projection, viewers are recommended to view the original ads. In most instances the illustrations are linked to a larger version of the relevant ad or image. However, in size and detail, these larger images are still generally smaller than the original full page or double page spread. Anyone who wishes to observe more detailed and accurate imagery is recommended to purchase a copy of the author's forthcoming book Sexy, Subliminal and Deadly? : The Psychology of Manipulative Advertising or the CD that is in preparation. Alternatively they can attempt to obtain original copies of the adverts described in these pages. More detailed information on the history and theory of manipulative advertising, 'subliminal' advertising and semi-subliminal advertising can be found by following the Main Contents List to the appropriate pages listed on the Contents Index.
|
Origins and functions of the ads
|
The UK and US ads are, in many cases, apparently part of ongoing campaigns. These aim either to sexualize the thoughts and beliefs associated with virtually all common product ranges or to produce and maintain anxiety where this may be commercially beneficial. The latter ads are potentially most worrying and disturbing because of their intended effect upon viewers. These are primarily constructed by tobacco, distilling and other companies to trigger emotional responses likely to lead to excessive smoking, drinking or eating. The site was initially constructed to portray semi-subliminal advertising. However, the disproportionate number of cigarette ads within the sample has led to a partial change in emphasis. The health problems and shortened life span associated with cigarette smoking, the deceit and disingenuous manner of spokespersons for the tobacco industry, the discomfort smoking inflicts on non-smokers in public places and other problems, not least the continued attempts by tobacco companies to encourage young smokers, encouraged a more aggressive stance with regard to ads for cigarettes and other tobacco products. Pages devoted to cigarette adswill also aim, in due course, to present additional facts about smoking, the goals of cigarette advertising and other related issues. In short they are anti-smoking tracts. This emphasis does not, however, detract from any statements regarding semi-subliminal or manipulative intent, nor has this led to any variation in the standards applied to the ads. These are the same as with all other semi-subliminal and manipulative ads on this site.
|
| Whatever
you do - be sure to Remember
First impressions don't count when you are looking at semi-subliminal ads
To begin your investigation of the strange, devious and manipulative world of semi-subliminal advertising join Harvey or ........Go! Go! Go! back in time and view some Ads from the Archives.
|
|
Revised : June, 2001. No further changes will be made to this page. If you wish to view additional material you will need to view the Full Site. Click here for the Full Site Home Page . |
button
you will shortly come across these ads. If you intend to take a more
interesting route and chart your own way through the pages using the
info in the 
A relatively small proportion come from other countries.
