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Benson and Hedges subliminal messages

The Benson and Hedges company often uses subliminal messages in their advertising.

One of the Benson and Hedges person said this: “As a smoker, you smoke a lot of cigarettes when you feel fear…So, when I tell you that smoking is bad, that you can get cancer from it…that you are killing yourself, most likely you’ll become afraid and you’ll want a cigarette.” - Eric Eraly

This phrase literally is telling the viewers to go and buy cigarettes from them. Advertisers know that people won't bother to look into detail in the printed advert that's why hidden messages are infiltrated.

Ads are designed to the subconscious mind and not the conscious and this s because the subconscious is above the level of power on the conscious. On average, people won't look more than 2 seconds at an average advert so the advertiser has to use those 2 seconds carefully to make a huge impact on the viewer.

References:

The Dark Side of Subliminal Advertising: Benson & Hedges. 2016. The Dark Side of Subliminal Advertising: Benson & Hedges. [ONLINE] Available at:http://darksidesubliminal.blogspot.com.mt/2014/01/as-smoker-you-smoke-lot-ofcigarettes.html#.VzrgN_l97IU. [Accessed 17 May 2016].

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In the book: 'Subliminal Ad-Ventures in Erotic Art',by DR. Wilson Bryan Key, Marshal McLuhan says that whoever is studying the human brain should get to know all about the subconscious mind. The subconscious mind is very powerful and some people are terrified of it because of the power that consists. 

When the message is being absorbed deep, it can become a work of art into multiple dimensions. 

Dr. Bryan Key states that the human perceptions are like thin layers of an onion where beneath the layer that one is trying to peel off there's another layer and another and they keep on going. All of this means whether what we perceive is really there or not. He is asking whether or not we invent our own perceptions just to fulfill our conscious and unconscious motives. 













References:

Amazon. 2016. Subliminal Ad-Ventures in Erotic Art: Dr. Wilson Bryan Key: 9780828319515: Amazon.com: Books. [ONLINE] Available at: http://www.amazon.com/Subliminal-Ad-Ventures-Erotic-Wilson-Bryan/dp/0828319510/ref=pd_sim_14_3?ie=UTF8&dpID=513p44ngwsL&dpSrc=sims&preST=_AC_UL320_SR214%2C320_&refRID=1ZFYD6G99SGMPPNHRJFS. [Accessed 13 May 2016].

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Advertisements have layers, as said in the article, 'Subliminal messages in advertising of why ads are like ogres'. It is stated that if for example there was an advertisement about some well-known sneakers and in this advertisement someone said that if you wear them, you're cool, and especially if it's a celebrity, who's wearing the sneakers.

There are 2 different so-called layers with messages:

Supraliminal and Subliminal, supraliminal is where you see or hear in the conscious and subliminal is the one which is beneath the conscious, aka subconscious. 

These hidden messages receive a lot of attention with consumers because sexual content is often involved.  

Kolenda says in his article, that these popular examples don't even have anything subliminal inside, but they have some images disguised as supraliminal, where one can see the image 'hidden'.  







References:

RealKM. 2016. Subliminal messages in advertising (or why ads are like ogres) | RealKM. [ONLINE] Available at: http://realkm.com/2015/12/31/subliminal-messages-in-advertising-or-why-ads-are-like-ogres/. [Accessed 10 May 2016].

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Subliminal messages have 5 main topics which are: sex, food, fear, drug and violence. These topics are the most effective messages sent as a subliminal message and influence lots of audiences. These people want to influence us into buying products or services that we don't even need. 

Public advertising started in 1957 with the publication of Vance Packard's book entitled, 'The Hidden Persuaders.'

In the 1970's, Dr.Bryan Key wrote books about subliminal messages where they claimed sexual symbols or objects that make consumers buy more. He said thet the word, 'Sex' was often used as a subliminal message. 














References: 

Conscious Life News. 2016. How Subliminal Messages are Used to Control Your Mind : Conscious Life News. [ONLINE] Available at: http://consciouslifenews.com/subliminal-messages-control-mind/1153162/. [Accessed 08 May 2016].

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As said in the article (Subliminal Manipulation), any subliminal message that is perceived consciously can be discussed, argued, evaluated and also criticized. Messages which are presented to the people as forms of: pictures, sounds or video that can be very fast, will overpass anyone's subconscious mind. 

Since World War 1, subliminal messages have been used through advertising such as the Times, and when these example where noticed by some people, the readers would pass it off as a joke or as an accident. 

One really popular advertisement was of the film, 'Picnic', where in this short clip a hidden message with the words, 'Hungry? Eat Popcorn, Thirsty? Drink Coca Cola', was shown to the audience. It is flashed 0.003 per second which is really fast and won't be easily seen with the naked eye.  














References:

Subliminal Manipulation. 2016. Subliminal Manipulation. [ONLINE] Available at:http://subliminalmanipulation.blogspot.com.mt/. [Accessed 06 May 2016].

Research

Instead of the simplistic five senses of Aristotle: sight, hearing, taste, touch, and smell, there are at least thirty-seven known, differentiated sensory inputs into the brain. All of the information picked by these senses is sent to the brain and absorbed by the subconsciousness, however, only very concrete and relevant data is passed to the conscious mind after it has been processed and reduced. All the rest remains ignored. A good example of this is the Cocktail Party Effect: You can talk with a friend in a crowded party and still listen and understand what he says even if the place is very noisy. You can simultaneously ignore what another nearby person is saying, but if someone over the other side of the room suddenly mentions your name, you notice that sound and respond to it immediately. Not only that your name immediately triggers your attention, you usually are aware of the entire sentence it has came in. From this experience we can learn that our brain records everything that takes place around us. Interesting that certain words like sex, blood, death and kill and such have the same effect in triggering your attention as your name.

Research

Serious commercial experiments with subliminal messaging were conducted in the mid 50-s. On June 22, 1956, the British Broadcasting Corporation experimented with projecting subliminal images on television. Pictures were flashed on the screen too quickly to be seen consciously, but they did make an impression on the subconscious. The BBC experiment was followed by experiments by the Canadian Broadcasting Corporation, Mexico's Televisa commercial TV and radio network, US TV station WTWO in Bangor and many more.

Experiments were not limited to television. In 1958, radio station WAAF in Chicago broadcast "subaudible" commercials. Seattle's KOL broadcast hardly audible taped messages "below" the music played by its disc jockeys. "How about a cup of coffee?" was one, and "Someone's at the door" was another. On December 8, 1972, The New York Times reported that In-Flight Motion Pictures, Inc. would begin selling subliminal commercials embedded in the movies they would distribute to all the major airlines. Supermarkets across the country are reducing theft an average 30 to 50 percent by broadcasting subliminal messages such as "I will not steal" and "We are watching you". Stimutech, Inc. of East Lansing, Michigan markets a computer video system that flashes subliminal messages on your television while you watch the regular programming. Subliminal messages are prepared by teams of psychologists who use Freudian ideas to change the thinking patterns and behavior of the viewer.

The most known experiment with subliminal messaging was conducted by a marketing researcher and psychologist James Vicary in 1957 during the presentation of the movie Picnic. Every 5 seconds the words "Hungry? Eat popcorn. Drink Coca Cola" were projected for 0.003 seconds. That is extremely fast. What you see in the picture on the left, for example, flashes for 0.04 seconds. Sales of popcorn and Coke in that New Jersey theater increased 57.8 percent and 18.1 percent respectively. Numerous scientific researches following these experiments confirmed beyond any doubt that subliminal messaging works.