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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