EFFECTS OF SUBLIMINAL MESSAGING

IN PRINT ADVERTISEMENTS TO CUSTOMERS

BY:
JAMES MICHIKO B. TIONGSON
INTRODUCTION
The researcher picked this topic since it is extremely
pervasive in the present society. We are constantly
bombarded with advertisements wherever we go. We can
see these promotions when we drive not far off, going to
the mall, reading magazines, and read the paper. The
researcher feels that a considerable lot of these subliminal
messages on promotions work for a lot of organizations.
We can perceive how subliminal messages have gotten
significantly more powerful by utilizing colors, images, and
even various shapes. Numerous individuals will even pick a
brand dependent on their logo.
METHODS
The researcher used quantitative method by
conducting a survey questionnaire to see how the
participants will react to the advertisements with
subliminal messages within the survey
questionnaire and determine if those subliminal
messages affect their decisions and choices for
their answers. And a quantitative method through
an interview of an expert is also employed.
RESULTS
 How often do you pick a brand based on its logo How often do you pick a brand based on its advertisement

Most of the Never

Time 7% Most of the time
17% 17%
Never
27%

Average
20%

Average
27%
Sometimes
50%

Figure 1 Sometimes Figure 2

37%

As can be seen from (figure 1), 27% of the respondents does not As can be seen in (figure 2), 6% of the respondents never pick a
pick a brand based on its logo, 36% sometimes does, 20% brand based on its advertisement, 50% of them sometimes, 27%
average, and only 17% for most of the time and 0% for Always. average and 17% most of the time while 0% for always.
 Indicate your attitude towards the add 6

2
6 6
Good 10
5
5 8
1

3 Likely 3
8
Favorable 7
7
5 5

2
0
4
7 How likely are you going to purchase the product
Likable 7
10 0 based on the ad?
2

0 2 4 6 8 10 12 0 1 2 3 4 5 6 7 8 9

Figure 5 1 2 3 4 5 6 7 Figure 6 Unlikely 2 3 Average 5 6 Likely

As seen in (figure 5), we can see how the Referring to (figure 6), here we can see how likely
respondent’s attitude towards the ad was during the respondents are going to purchase the
the time of the survey. We can see that out of product based on the ad. Out of the 30
the 30 respondents 2 rated a 6, 6 rated 5, 10 for respondents, 6 were likely to buy, 6 were also
4. For favorable its 3 for 6, 8 for 5, and 7 for 4. close to likely buying and 8 are above average in
And last was Likable scored 2 for 7, 4 for 6, 7 for 5 the likelihood of buying.
and 7 for 4.
DISCUSSION
These findings in (figure 1) can be considered normal since the customers in general does not really pick a brand
because of its logo. It would be more on the quality of the product or the current trend in fashion that might
influence the customers in selecting what brand would be the best fit for their personal choice.

These findings in (figure 2) are interesting because as you can see from the figure above majority of the
respondents are more likely to choose a brand because of its advertisement where in if you look at (figure 1) 27%
of the respondents stated that they never pick a brand based on the logo. With these results we can see that
subliminal messages might have an impact in the advertisements and might be a factor when customers decide
when selecting a brand or a product.

From the survey (figure 3), it was found that the most notable feelings that the respondents felt were interested,
happy, amused, satisfied and aroused. These finding would be in line with the study of (Sofi and Nika, 2013),
wherein they stated that advertisements that incorporate sexual content affect the way customers perceive and
understand the true nature of the advertisement and using the stimuli boosts embedded inside the ad to persuade
customers in buying based on the ad rather than the value of the product. As can be seen in (figure 3) the notable
feelings that were felt of the respondents were more about the ad rather than the product itself which is “Century
Tuna”. Now you would wonder why they would feel that way about canned tuna when the advertisement only
shows a model posing with the product and not giving us much information about the product. Sofi and Nika’s
(2013), paper included that the thought of incorporating sexual content is the most widely recognized and famous
utilized weapon in ads. In any case, advertisers are continually searching for subliminal styles to be embed in their
ads and to advance their items in promotion and promote the message in the buyers mind effectively without the
shopper realizing it.
From the survey (figure 4), it was found that the most notable description that the respondents selected were gentle,
imaginative and unique. These results agree with the study of Pratkanis and Greenwald (1988), where in the advertisement
utilized 2 aspects of the 4 stimuli boosts for enhancing subliminal messaging which are subthreshold stimuli and concealed
stimuli. Subthreshold stimuli are introduced which are unnoticeable or too weak to be identified by the customers,
referring to the ad in (figure 7) the readers will see that the highlight of the advertisement is not the product but the model
that is endorsing the brand. It gives little to no connection to the product without knowing the content of the
advertisement and yet marketers use these techniques to gain the customers interest without them really paying attention.
The concealed stimuli are improvements which is hidden from the crowd by the introduction of some other entity within
the advertisement. When you linger in looking at the advertisement you will get an idea of what the true message of the
ad might be, as shown in (figure 7), investigating more on the ad will allow you to perceive what it might be trying to say in
this case the ad will give you the idea where in if you eat “century tuna” you can get the same physic as the models who
are endorsing the ad if you include the product in you meal diet. We all know that for us to achieve such feats it will not
just be by eating “century tuna”, a well-disciplined work regiment and food diet is also needed accompanied by a lot of
hard work. In this manner the marketers used those stimuli to persuade customers that if you buy and eat their product
there will be a chance that you could get in the same state as the one’s endorsing the products.

Interestingly given the data that was gathered prior to (figure 5) it shows a positive feedback from the respondents, 20 of the 30
respondents Liked the advertisement, 18 were in favor of how the ad was presented and 19 thought that the ad was good.
Regardless of what brand or company who did the advertisement if more that 50% of the respondents show positive results that
would mean its more likely to get a sale from the respondents rather than them not buying. And this would mean the ad was
successful in pre-selling the product although this does not guarantee a sale. But still positive results are always welcome.
As seen in (figure 6) we can see that 15 out of the 30 respondents are likely to purchase the product
because of the advertisement unlike the one in (figure 5), where in the respondents only expressed
how they feel towards the add without any acknowledgment if they are going to make the purchase. A
study by Iftekhar, Ayub, Razzaq and Aslam (2013), contemplates the effects of subliminal stimulus on
the customers. The papers express that since the customer is clueless and unaware, the advertisers
take advantage in their fixation to help them close the sale. While the number of consumers increase
continuously, customers are in the dark about the mystery of incorporation of subliminal notes in the
brands they nearly purchase day by day. Without any doubt, brands are presently anxiously expecting
to have total impact on the purchasing conduct and examples of their objective market, through
subliminal control that is named as the preeminent method for purchaser misuse.

Subliminal messaging in advertising utilize messages that are introduced so fast, soft, or hidden that
they are barely noticed (Trappey, 1996).

“Advertising is an impersonal, one-way mass communication about the product of organization that is
paid by the marketer.” (Lamb, Hair, McDaniel, 2000). One use of advertisements to promote products
and services where marketers always try to improve strategies to ensure that they are able to answer
the demand and compete with other brands. Rahman’s (2013), studies and investigation stated that
traces subliminal messages could be seen in the subconscious and this helped customers get attached
to the brand.
Tunali (2013), uncovered that over the course of time companies and organizations utilize subliminal
messages in advertisement to their advantage, so much that some say they are abusing the positive
effects and must have a higher standard for the utilization of subliminal messages.

As stated from the previous lines and the answer provided by our expert subliminal messages help
marketers to gain the customers interest in order to help them in choosing to be a part of a brand or
company

Tunali (2013), stated that there are instances were in the utilization of subliminal messages in
advertisements are deceptive and misleading. Pointing out that we are being robbed of making a
choice because marketers are using techniques that play with our personality and behavior
unconsciously leading us to their side.
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THANK YOU