A typical mainstream explanation of advertising is – ‘The definition of advertising is a means of communication in which a product, brand or service is promoted to a viewership in order to attract interest, engagement, and sales’.
Subliminal advertising on the other hand is described as – “A marketing technique that uses hidden messages to influence a consumer’s subconscious without their awareness”.
This article will look at how we are targeted with very specific messages, convincing catch-phrases, catchy jingles and even colours and smells. As much as many of us think we are aware of when we are being marketed to and that we determine our responses, the truth is that we are seldom in control.
The Psychology of Subliminal Advertising
To paraphrase Philip Merikle (Professor, Department of Psychology, University of Waterloo): “Over the years there have been literally hundreds of studies”…”these studies show that considerable information capable of informing decisions and guiding actions is perceived even when observers do not experience any awareness of perceiving”.
There is a lot of debate in advertising and psychology circles about whether subliminal advertising really works. In 1957, James Vicary’s Popcorn Experiment claimed to have exposed moviegoers to brief messages about popcorn and Coca-Cola saying that it had increased sales. Even though he later admitted the experiment was a fraud and that subliminal advertising was ineffective this technique is still used today, but is heavily regulated.
This type of advertising is somewhat effective, albeit being conducted in strict laboratory conditions and mostly with well known or popular products. The results are more closely linked to confirmation bias than a secret corporate agenda. The late David Ogilvy, known as the “Father of Advertising” once quoted: “A good advertisement is one which sells the product without drawing attention to itself.”
Popular examples of advertising that really worked
Gillette
In 1901 American razor brand, Gillette were contracted to supply one safety razor to every soldier in the US Army. In hardly any time at all, Gillette was a household name – but only with men. Gillette realised they were missing one half of the market and set about selling to women.
At that time women did not shave – their clothing consisted of long skirts and sleeves so body hair was not exposed. Around 1910 fashions started changing with sleeveless dresses becoming the norm and a few years later skirts got shorter and swimming costumes started revealing more skin. In 1915 Gillette launched an ad campaign that implied hairy underarms were an embarrassing problem that their debut women’s razor would solve.
Advertisers continued to use subtle shaming tactics to maintain this norm, implying that smooth skin indicated class, beauty and desirability. What began as a desire to sell more safety razors had, by the mid-20th century, turned into a widespread, lasting expectation for women.
Disney
In 1986 Disney were granted a patent for a smell-emitting system called a “Smellitizer”. These machines are placed at strategic locations in the Disney theme parks and are used to create sensory experiences by releasing fragrances.
Aromas such as popcorn, candy floss or baked goods are, according to Disney, released to enhance the experience of their park attractions creating a more realistic and memorable experience. Most of the smells are food related, but for visitors to the ‘Soarin’ around the World’ ride they release odours of pine forests and salty oceans that will transport you to the Swiss Alps and the Sydney Harbour.
In plain English, they are advertising to their visitors in a very subtle manner and most people cannot understand why they keep longing to go back to a Disney park when they smell something pleasant.
And some spectacular failures
Coca Cola
Who can remember New Coke? One of the most famous cases of a marketing failure started in 1985, when Coca Cola were losing market share to Pepsi and to counter this they decided to change the traditional 1886 recipe to match the taste of Pepsi. Coca Cola fans were outraged and the company received up to 8000 complaint calls per day. Within 3 months they were forced to release their classic formula again, and not seeming to learn from their mistakes they rebranded the new recipe as “New Coke”, renamed it Coke II in 1992 and eventually discontinued it in 2002.
McDonald’s
In 2005 another of the world’s biggest food companies, McDonald’s, neglected to research the meaning of a modern lingo they used in a disastrous TV advert. The ad showed a young man and a burger with text and voice-over stating “Double cheeseburger? I’d hit it. I’m a dollar menu guy.” I am not going to explain what “I’d hit it” means (feel free to google it), but after no small controversy they were forced to pull the ad and admit that their marketing department had misunderstood the term.
Hyundai
In 2013 the Korean car manufacturer, Hyundai, released an advert in very bad taste. An advert to promote their ix35 SUV depicted a failed suicide attempt due to the vehicle’s inability to create enough harmful emissions. Hyundai and their ad agency quickly apologised and removed the ad.
Some interesting and unexpected marketing
Volkswagen
Volkswagen’s best-selling product is not a car, car part or accessory – it’s the Currywurst sausage. Actually, it is a part with the official No. 199 398 500. Volkswagen started producing sausages in 1973 and in recent years actually produced more sausages than it did cars. 30 employees produce 18,000 sausages per day and are served in their cafeterias, given as thank you presents to German customers and sold in supermarkets and football stadiums.
In 2021 they stopped making their pork currywurst sausages at the main Wolfsburg factory canteen to reduce environmental impact in favour of plant based options.
Ikea
The founder of Ikea, Ingvar Kamprad, felt that it was difficult to do business with hungry customers and was concerned that customers would leave the Ikea stores to eat elsewhere. The stores have a specific one-way layout to encourage customers to browse and dream and eventually buy more than intended. With the average Ikea shopper spending two to three hours per visit cafés were introduced and strategically positioned halfway through the store. This encouraged shoppers to sit down, rest and plan their home decorating (and buy more items).
Kamprad was not happy with his restaurants grumbling that they lacked quality and a polished image, so a complete restaurant and menu overhaul was undertaken. The main item on the menu is meatballs, a traditional and national Swedish dish called köttbullar, which translates to “meat buns”. 1985 saw the introduction of Ikea meatballs and since then they have sold more than 1.7 billion per year – more than their best-selling furniture product.
They are traditionally served with mashed potato, vegetables, a creamy sauce and lingonberry jam and customers can buy frozen meatballs to cook at home. So popular are these meatballs that Ikea have even shared their recipe online for all the keen home chefs.
Sneaky ways that supermarkets trick us into spending more
- The things you need the most are always furthest from the entrance such as bread and milk. Coke and other popular drinks are in the fridges at the back of the store.
- Ingredients for a typical meal are always in different aisles – for a Spaghetti dish you will need meat, sauce, pasta and bread and they are all cleverly spaced apart.
- The most profitable items are on shelves at eye height and items that appeal to children are place at a lower eye level.
- Shops play different music – generally slow music makes you walk slower and loud music hurries you up. Classical music makes you buy more expensive things.
- Items with the highest mark-up are at the front of the store or the front of each aisle.
Conclusion
Advertising and marketing when used effectively can enhance brand loyalty and increase sales, but at their core they target the frailty of human psychology. We often remember catchy adverts from our youth and can still hum the tune or quote the catch-phrase, which means some marketing team did a fine job all those years ago.
The late Stephen Leacock, a Canadian teacher and humourist said “Advertising may be described as the science of arresting the human intelligence long enough to get money from it.”
Warrick Asher
General Manager – Business Development, BarnOwl GRC.
February 2025