Subliminal advertising (also known as SA) is simply defined as promotional messages with hidden meanings that involves the recipient’s subconscious mindset. The efficiency of subliminal advertisements is likely supported by scientific evidences, while certain industries are considering it as a jurisdiction in business practice deception.

The term “subliminal advertising” was invented by James Vicary during the 1950s. A market researcher by profession, Vicary founded The Subliminal Projection Co. to address the hidden messages between advertisements shown in movie theatres. The “Hungry? Eat Popcorn!” and “Drink Cola” messages seen throughout the film “Picnic” were deemed subliminal. However, Vicary claimed that these messages made the 1955 film successful.

In 1957, Vance Packard wrote and published “The Hidden Persuaders”, a book about media manipulation during the 1950s. In his book, Packard revealed the significance of psychological techniques and motivational studies in manipulating public interest. A year after its release, The National Association of Broadcasters and concerned American networks prohibited the use of subliminal advertisements in television. The prohibition also took place in Australia and United Kingdom.

In 1973, an advertisement for the “Hüsker Dü” game was aired in the US and Canada. During the children’s game commercial, the “Get it!” message was inserted. This in turn resulted to Canada’s move in banning the said advertisement. Also in 1973, Wilson Bryan Key’s book “Subliminal Seduction” was published. Although credible information in the book was accepted, public complaints were still made in opposition to SA. In January 1974, The Commission of Federal Communications issued a statement saying that subliminal advertisements are only means of tricking public interest.

The use of subliminal messages in advertisements still exists up to now. In fact, many marketing industries use SA as endeavor to input messages that may influence people. Any impact brought by subliminal advertisements may lead to overwhelming bad publicity, unless the hidden message behind the ad is unclear. In a report by the NEW SCIENTIST magazine (April 2006 issue), many researchers found out that subliminal advertisements work – only in some conditions. Furthermore, subliminal messages are more effective in convincing target audiences to choose a product (or service) over another instead of recreating their own necessity for the product.

Recent studies show that the human mind and eyes can notice and preserve subliminal advertisements, leaving mixed perceptions. In a CBS News report, a UK study revealed that the brain is more likely to record subliminal words, as well as those associated with positive emotions. However, several effects may be considered negative regardless of the gravity of subliminal messages addressed to a particular audience.

Subliminal advertisements influences the mood and product familiarity, but the evidence on its impact remains uncertain. Max Sutherland wrote in his “Advertising and the Mind of the Consumer” book that subliminal advertisements are oftentimes used as motivational strategies in slackening boredom and mediocrity in promoting a product. Subliminal messages also affects the things people buy. Case in point: You may hardly notice the soda brand the actor drinks since your mind is on the actor himself.