Nowadays many people refer to advertising as an annoying fly, now and then shaking it out of their heads. People just tend not to notice the bright illustrations and tempting slogans in the magazines, ignore the colorful newspaper ads, transportation, and street posters, switch the TV channels or complain about spam in the net. However, the advertisement has so deeply embedded in our lives that it is impossible to imagine the modern world without it.
The objective of advertising is to prove to the consumer that he or she is offered the very product able to solve any life problems. Advertising, as a rule, is to serve as a generator of positive feeling bringing emotional and psychological liberation. To achieve this purpose, manufacturers and marketers use different types of psychological impact, for example, neuro-linguistic programming, suggestion, persuasion, and others. Among them, they distinguish the method of impacting the subconscious mind of a man which is called subliminal advertising.
The term “subliminal” comes from the Latin sub - under, and limes– boundary, meaning to be below the limits of perception. Appropriately a subliminal ad is something that affects the subconscious mind. Despite the grandiose name, this type of advertisement is not very popular among admen, as it is not fully investigated; it does not allow clearly determining the effects of sublimating exposure on humans. Thus, they often mention the experiments with the so-called 25-th shot or subliminal message which is inserted in the corresponding sequence in any movie or video. The subliminal message cannot be consciously perceived, as it is invisible, however, it supposedly has an awe-inspiring impact. Despite the subliminal experiments were conducted half a century ago, it is still difficult to talk about its real impact on people’s brains.
However, a subliminal ad still remains the subject of investigation and heated discussions. The fear of ordinary viewers of the subliminal influence led to a number of high-profile studies, most of which finally denied its effect on the human psyche.
Thus, the inability to fully explore the notion of the human unconscious explains the low interest of advertisers to subliminal ads. Such advertising has a certain effect on the older generation. In contrast, young people – a so-called generation Next – are able to distinguish between commercial gimmicks, in the majority taking the advertising rationally and selecting the most profitable or cheap options.
Nowadays many people refer to advertising as an annoying fly, now and then shaking it out of their heads. People just tend not to notice the bright illustrations and tempting slogans in the magazines, ignore the colorful newspaper ads, transportation, and street posters, switch the TV channels or complain about spam in the net.