“If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?" - Edward Bernays.
Edward Bernays is known as the father of public relations and just so happens to be Sigmund Freud's nephew, he made his fortune combining and applying the psychoanalytic concept of the unconscious and Pavlov's behaviorism, and group psychology to improve corporate balance sheets.
Edward Bernays is known as the father of public relations and just so happens to be Sigmund Freud's nephew, he made his fortune combining and applying the psychoanalytic concept of the unconscious and Pavlov's behaviorism, and group psychology to improve corporate balance sheets.
Intelligent Manipulation
This led to his special expertise: the influencing of consumer behavior by what he called the "engineering of consent." He was a pioneered when it came to mass marketing for things such as: foods, clothing, cigarettes, books and many other products.
With this idea of engineering of consent and the support of the cigarette industry he created a campaign to influence woman to see smoking as sexy, which at the time was looked down upon. During the 1929 NYC Easter parade they had beautiful models holding Lucky Strikes cigarettes and called them "Torches of Freedom". |
Influencing Consumer Behavior
Around this same time a man named, John Watson, turned his theories toward advertising as well, becoming a top executive in the advertising industry. Watson started out working his way up to becoming the Chair of the Department of Psychology at Johns Hopkins University, then is appointed as editor of the Psychological Review, is elected president of the American Psychological Association and then throws it all away.
He understood humans could be greatly influenced by subliminal messages and we would not be aware of them. He called this "behaviorism", which could be used in advertising to persuade people to buy products.
He understood humans could be greatly influenced by subliminal messages and we would not be aware of them. He called this "behaviorism", which could be used in advertising to persuade people to buy products.
Subliminal Messages in Advertising
Subliminal messages were first introduced around 1957, or the term was, and it was suggested that messages could be placed on movie screens to persuade people to buy more popcorn and Coca-Cola to increase sales. In 1973 the book Subliminal Seduction claimed that subliminal techniques were in wide use in advertising. The book contributed to a general climate of fear with regard to Orwellian dangers (of subliminal messaging).
A subliminal message is a signal or message designed to pass below the normal limits of perception. For example, it might be unseen or unheard to the conscious mind but seen or heard to the unconscious mind. It could be an image transmitted very quickly and unperceived consciously and yet perceived unconsciously. This definition assumes a division between conscious and unconscious which may be misleading; it may be more true to suggest that the subliminal message (sound or image) is perceived by deeper parts of what is a single integrated mind.
Subliminal advertising or hidden messages embedded in ads is considered a deceptive business practice by the Federal Trade Commission. Yet a legal kind of “subliminal” persuasion happens everyday. |
Shoppers are regularly encouraged to buy items that appeal to their senses, sight, smell, touch, hearing and taste. Music makes us buy, store owners know playing music with a slow tempo will cause you to spend more time shopping. Fresh baked bread when entering the supermarket, that "buy-one-get-one-free" candy bar you casually dropped into your cart while waiting at the checkout line. When products are easily available, easy to reach, and in view, then people are more likely to buy them. How many times have you gone shopping, knowing exactly what you need, only to leave the store with more than you had on your list?
Corporate Logos
Whether you realize it or not, a brand's logo speaks to its viewer on many levels.
Whether you realize it or not, a brand's logo speaks to its viewer on many levels.
31 in the BR of the baskin robbins logo representing the number of flavors, the two people having a chip and salsa in the Tostitos logo, the arrow from A to Z on the amazon logo representing they carry everything from A to Z. Advertisers spend a lot of time and money coming up with the right logo for their product. So it's no surprise that there's usually more to a logo than what you may notice at first glance.
Are Subliminal Messages Legal?
While the U.S. Congress has never passed a law restricting subliminal advertising, government agencies have said the practice is unfair and could result in enforcement, especially for broadcast stations that air subliminal messages. However, there is little evidence that subliminal ads are effective, and most advertisers don't use them simply to avoid controversy. Individuals may also sue if they believe they were subjected to a subliminal message, but it’s a difficult case to prove, as these messages are difficult to detect. Print and video ads can contain "hidden" images, but these images are not considered subliminal because they are clearly visible. The messaging is simply indirect --- or hidden in plain sight.