The Questionable Power of Subliminal Advertising: And Forcing People To Believe You

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DISCLAIMER:  This post is for a mature audience only.  It contains sexually graphic language and images.  If you are a child, please go away.

Dear Friend,

I have wanted to do a post on subliminal advertising for some time…

Why?

Because subliminal advertising is incredibly powerful.

You won’t sell billions by focusing solely on subliminal advertising, but the fact is we know that subliminal images are effective.  So I want to walk you through some real life examples of how companies use “under the radar” images to influence you.

Some of this may shock you.

Some of this may offend you.

However, my money-seeking friend, I encourage you to resist grabbing your torch and pitchfork.  There is no need for protest.

Instead, bask in the true genius of these ideas.  That you really can influence people at the subconscious level, without them being aware.

But wait! I have one more thing to say before we begin:  I consider my specialty to be direct response marketing.

Yet I have studied everything from magic to brainwashing to the ancient mind manipulation tricks of real ninja warriors.  I do so because it is intensely interesting to me.  With that in mind, understand this subliminal stuff has nothing to do with direct response.  I think of it, instead, as the red cherry on top of the most irresistible cake you’ve ever seen.

Thus, if you need to decide between creating a subliminal image or something direct response oriented — like a quality premium to add to your package — go with the latter!

I am writing this post because the subconscious mind amazes me.

Let’s get down to the fun stuff…

First, let’s start with logos.

Check out FedEx’s logo:

They are using a concept called negative space.

Check out the space in between the capital “E” and the lowercase “x”.  Do you see the arrow pointing to the right?  Does this not suggest movement of some sort?

Pretty cool, eh? Have you ever noticed that before?

Let’s look at Amazon’s logo:

If it isn’t obvious, that yellow curved arrow is saying Amazon carries products from A to Z.  Whatever it is, you’ll find it on Amazon.

Plus:  The curve resembles the mouth of a smiley face.

Now let’s progress from logos to where subliminal messages are probably most often used:  To promote sex appeal.

Check this out:

Almost everyone has had the pleasure of drinking a Coca-Cola.  But look at this “comic” style ad, and then take a closer look at those ice cubes…

Holy Catholic Nun, Batman! What is that girl doing?

You tell me:

Open up.

Alright… if that’s not bad enough… who would have expected THIS on a box of chocolate covered peanuts?

Well…

Look for yourself:

Do you see the lips, thingy, and two nuts?!?

I hope you’re not getting depressed… or aroused. 

Let’s continue, we have much to discuss.

I suppose you may be wondering, “If I wanted to create a subliminal message, where would I start?”

Well, it’s a good idea to think, “What does my prospect want?” And when those wants don’t necessarily coincide with your product (like oral sex and chocolate covered peanuts), then you can add images of those desires (subliminally) into your product.

Of course, the message does not have to be sexual…

If you live in the United States, you’ve probably tried fried chicken from KFC.  Of course I’m talking about Original Recipe.  And besides the drumsticks, thighs, and breasts, KFC also sells sandwiches.  They recently (I would guess in response to McDonald’s dollar menu) created inexpensive (I think one dollar) sandwiches called Snackers.

Look at this image taken from a TV commercial for one of those sandwiches.  What do you see?:

And the hits just keep on comin’…

Listen: Sometimes in marketing, your advertising license will only extend so far.

As an example, lets pretend I’m selling high quality dog food.

Imagine if I were to make the following claim… and ask yourself if it would be acceptable to say, “My dog food is so good, humans could eat it!”

I’d say not really.  Would you believe that statement?  Wouldn’t you have trouble accepting that statement?  Think about it this way: Picture me standing in front of you with my dog food, looking you in the eyes, and saying this dog food is so good, you could eat it right now…

What’s your reaction?

Hopefully you would scoff at the idea because you would never eat dog food.  (Though I’m sure some of you would try it, because you’re nasty like that.)

Alas, the claim does make sense… so I wonder if there’s a way to make that claim without actually verbalizing it…

It turns out there is…

Let’s make that claim in a sneaky way…

Look at this advertisement:

Think that fork is going into Fido's mouth?

This is classic marketing.  A basic demonstration.  But why use a fancy knife and fork to cut up dog food?

Perhaps using that fork INSINUATES even a human could eat this dog food, made of real meat.

Only the best for your dog!  Woof!  Woof!

If you think that’s something, wait till you see this one!

This is perhaps the most blatant and interesting subliminal ad I’ve ever seen.

It’s for cigarettes and notice the use of the words “hard” and “soft” in the headline.  I want you to notice that because the ad is being overtly sexual.  There’s no doubt in your mind what they’re talking about.  “Smoke these cigarettes and you can get laid by a girl this hot.”

It is relevant to mention the ad is overtly sexual because the subliminal message that is here is also sexual.  So you see that both the overt and covert messages can be one in the same.  In this case, the covert (subliminal) message is meant to excite and stimulate.

So can you spot it?  It’s hard to see at first.

Okay… check out the look on the guy’s face.  Even he can’t believe he’s getting a girl like this.

But look at his left hand.  The one on the small of her back.  And take a look at the air-brushed image that his hand is almost “clasping” on to.

The longer you look, the clearer it will be.

Here’s a closer look:

If you’re like me, you’re so surprised by what you’re seeing, you’re actually thinking about sending this to a friend!

But this is a real ad, I promise.

The last method I want to show you has to do with The Power of Suggestion.

This example comes from the food industry.  Let’s look at what they put on packages of butter:

How pretty...

And this one….

Now, if you stop and think about it, what impression do these logos and packages give you?

Do they not imply this butter was made on a beautiful farm with green pastures and a classic red barn?  Hand churned by the farmer who has been with those cows since they were born?

Yes, my friend, it does.

But do you think that’s reality?  The sad fact is:  It isn’t.

That butter was probably made on an “industrialized processing plant” that looks more like this:

And that’s not all.  The cows are so unnaturally close to each other, they basically have to stand in their own manure, all day.  And guess what?  If Cow A is infected with the most recent hybrid of E. coli… and he dookies on the ground… then Cow B stands in his manure… now Cow B is infected.  And on it goes…

Look:

O' where o' where does that manure go? Maybe as run-off into the spinach!

My point is you can use images to create illusions in the prospect’s mind.

Leave a note and let me know what your opinion is on this.