For most everyday consumers, the idea of subliminal media messages sounds like something out of a sci-fi film. But for those of us in the world of marketing, subliminal messages in advertising are a widespread strategy used by companies of all types and sizes – and when done right, it can be effective.
In reality, the subliminal messaging often incorporated into advertising is far from the ominous examples shown in Hollywood films and TV series. But if you’re considering attempting to incorporate subliminal advertising into your marketing strategy, there are some things you’ll want to know first.
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We’re taking a deep dive into the concept of subliminal messaging, discussing exactly what it is and why brands use it. Then, we’ll examine some examples of successful subliminal advertising, as well as a few attempts that went very, very wrong.
What Is Subliminal Messaging?
Even if you’ve heard the term thrown around in pop culture, you might still be wondering: what are subliminal messages, really?
Essentially, subliminal messaging is a way to communicate a specific idea in such a way that bypasses your “mental radar,” aiming directly at your subconscious mind. In simplest terms, it’s an attempt to embed an idea in your mind without you even realizing it. The goal is that these messages will be able to influence how you think, feel, or behave without you being actively aware of the input.
In some sense, subliminal messaging shares some similarities to supraliminal messaging, but they are quite different in their approach. Supraliminal messaging communicates the message in such a way that the individual can see or hear it, but may not realize the messages are influencing their behaviors, decisions, or emotions.
Both subliminal and supraliminal advertising campaigns have one general goal – to subtly influence consumer behavior without really engaging their conscious mind.
Benefits of Subliminal Advertising
So, are there any potential benefits to using subliminal messaging? Contrary to what old sci-fi movies and books might have you believe, yes!
Subliminal messaging can be an extremely useful way for companies and advertisers to communicate certain ideas to consumers without being overly pushy or salesy. When implemented correctly, it’s a tactic that can help audiences successfully receive whatever message the marketing material is trying to convey. It can close the gap between marketers and consumers; no awkwardly overt messaging is required.
How Do Subliminal Messages Work?
Subliminal messages work by bypassing the brain’s usual filters and aiming directly at areas that control emotions and habits. For example, an image might flash on a screen for just a fraction of a second, or a message might be whispered beneath music. Though we don’t consciously register them, the brain may still pick them up and respond.
Repetition plays a big role in how effective subliminal messages can be. Seeing or hearing the same hidden message over and over can make us more familiar with it, even if we’re unaware it’s happening. This is tied to something called the “mere exposure effect,” where we start to like things more just because we’ve been exposed to them repeatedly. Over time, repeated subliminal messages can subtly shape how we think or feel about a product, idea, or behavior without us even realizing why.
The brain can process these messages using different parts, even when they aren’t consciously noticed. For example, the thalamus helps pass along information from the senses, while the amygdala reacts to emotional signals. This means a message we don’t even notice might still cause us to feel a certain way. Research using brain scans has shown that the brain does react to some subliminal visual or auditory stimuli, especially if they are emotional or familiar.
To deliver these subtle messages, people use tools like video editors to insert single frames into videos or audio software to hide voices beneath music. Subliminal messaging can be used intentionally, like in marketing or self-help recordings, or it can happen by accident, such as when colors or shapes influence emotions without the designer’s intention.
How Is Subliminal Messaging Used in Advertising?
When it comes to advertising, subliminal messaging occurs when an advertiser tries to use images or sounds to influence the audience without the viewers being aware of it. Ultimately, the goal is for the audience to walk away with a certain message in their mind, for example, the desire to visit a new coffee shop in town.
Even though using subliminal messages in advertising sounds like a sneaky tactic (and it can be), it’s mostly just a way for advertisers to influence consumers’ feelings and thoughts about a certain product or service. And when you think about it, isn’t that what all advertising aims to do?
There’s not necessarily any concrete evidence telling us whether subliminal advertising actually works. However, that certainly hasn’t stopped advertisers from using it to get their messages across.
Types of Subliminal Messaging
Experts typically break subliminal messaging into three main categories, each of which has varying possibilities in media such as radio, TV, and social media.
1. Visual Subliminal Messages
Visual subliminal messages are images or text that flash so quickly on screen that we don’t consciously notice them. These messages are usually shown for just a few milliseconds, too fast for the brain to process fully at the level of conscious perception. A famous example is in the movie Fight Club, where brief flashes of Tyler Durden appear before he’s officially introduced. Another is The Exorcist, which flashes a ghostly demon face during intense scenes to heighten fear without viewers realizing why they’re feeling uneasy.
In psychology, researchers often use a technique called masked stimuli, where a hidden image is briefly shown and then covered by another image, making it hard to see consciously. These methods help scientists study how the brain reacts to information we don’t fully register, showing that even hidden visuals create subliminal perception that can affect our decisions or emotions.
2. Auditory Subliminal Messages
Auditory subliminal messages are sounds or words that are played at volumes or frequencies too low for the listener to notice consciously. These are often used in music, therapy, or self-help programs, where calming music may hide positive affirmations like “I am confident” or “You are strong” underneath. Even though the words aren’t clearly heard, some believe the subconscious mind can still pick them up and respond over time.
It’s important to note that these messages are not the same as backmasking. While subliminal audio hides messages beneath sounds or below hearing range, backmasking involves reversing audio tracks so hidden messages can only be heard when played backward. Each method works differently and carries different goals and effects.
3. Backmasking
Backmasking is a special type of subliminal audio where a message is reversed and hidden in a song or recording. When played forward, the track sounds normal, but if played backward, some people claim to hear strange or secret phrases. This technique gained popularity (and controversy) in rock music during the 1970s and 1980s.
Many experts believe these messages are often the result of pareidolia – a psychological effect where the brain tries to find familiar patterns in random sounds. While a few artists may have used backmasking on purpose for shock value or fun, many alleged messages were likely unintentional or imagined by listeners who were told what to expect.
4. Subliminal Priming and Psychological Techniques
Subliminal priming is a technique where certain words, images, or colors are used to subtly influence a person’s choices or feelings, even though they don’t realize it. A classic study, though later discredited, claimed that flashing the words “Drink Coca-Cola” and “Eat Popcorn” during a movie increased snack sales. While that specific case was debunked, the idea sparked interest in how unconscious cues can guide behavior.
Modern studies have used emotional words flashed too quickly to be consciously seen, or subtle background images, to affect how people feel or act. For example, flashing a smiling face for a few milliseconds before showing a product can make people rate that product more positively.
5. Subliminal Design and Embedded Imagery in Branding
Many companies use subliminal design to shape how we feel about their products, even if we don’t realize it. These tricks involve hiding images, symbols, or messages inside logos or ads. A famous example is the FedEx logo, which hides an arrow between the “E” and “x” to suggest speed and precision. The Amazon logo has a smile that also points from A to Z, implying customer satisfaction and variety. The Toblerone mountain includes a hidden bear, symbolizing the Swiss region of Bern, known as the “City of Bears.”
These subtle elements can influence how we view a brand, making us associate it with trust, speed, quality, or friendliness. Some designs have sparked fun conspiracy theories, such as claims of hiding subliminal messages in Disney movies or secret symbols in corporate logos. Whether planned or accidental, these subtle cues often tap into our subconscious and leave lasting impressions without us even knowing it.
Examples of Effective Subliminal Advertising
Now that you have a better idea of the concept in question, let’s look at a few successful examples of subliminal advertising. Great subliminal messaging should make viewers feel like they’ve discovered a fun “secret message,” not like they’ve been tricked or fooled. With the right approach, a marketer can make sure that the audience knows they’re in on the joke, not that they’re being laughed at.
Overt attempts at subliminal ads – like the ineffective examples we cover in the next section – rarely work. Interrupting a TV show to flash a company logo for a split second or trying to hide audio messages is embarrassingly obvious to consumers, most of whom are smarter than those marketers give them credit for. Instead, getting creative with images and incorporating quirky optical illusions can be a far more compelling approach.
These subliminal advertisement examples show just how effective this strategy can be. See how many of these examples you’ve seen in action – odds are, you didn’t even notice the hidden messages behind most of them!
1. Amazon
It’s no secret that e-retailer Amazon has achieved success on a massive level, but what you might not know about the company is that it uses subliminal messaging in its famous logo.
Most people don’t look twice at the smile-like line at the bottom of the Amazon logo, assuming it’s just a generic curve or arrow. But if you pay attention to the direction of the line, you’ll see that it starts at the “A” and ends at the “z,” subtly communicating that the retailer sells everything, from A to Z.
2. FedEx
FedEx is an international delivery provider with a history that goes back 100-plus years, but the Georgia-based company is also a master of subliminal advertising. You’ve probably seen their logo hundreds of times, from their delivery trucks to the boxes dropped off at your front door. But have you ever really looked at the FedEx logo?
The minimalist design has a clever detail: the white space between the “E’ and “x” in the company name is an arrow pointing forward. This creates a sense of movement and subliminally suggests that FedEx is ready to zoom into action on your behalf.
3. Tostitos
Best known for their crunchy, dip-ready tortilla chips, Tostitos is a brand that just “feels” like fun. Their logo actually uses a sub-visual message, and it doesn’t even try to be that subtle. The “t,” “i,” and “t” in the middle of the company’s name are stylized to look like two friends sharing a chip and a bowl of salsa. No wonder it always seems like there’s a bag of Tostitos at every party you go to!
4. Baskin-Robbins
Most kids can tell you that Baskin-Robbins is the ice cream shop where you can choose from 31 tasty flavors. And actually, the company puts that delicious detail right in their logo as well.
The “BR” included at the top of the company’s logo is a combination of pink and blue lettering. If you just look at the pink portion, you’ll see that it clearly says “31” – their marketing team definitely deserves a double scoop for that one!
5. Le Tour de France
Even if you aren’t a fan of this world-class bicyclist competition, you can’t deny the cleverness of the logo design. In the logo for Le Tour de France, the word “Tour” is also an artistic depiction of a bicyclist that appears to be pedaling his way to a big win. The letter “o” and a bright yellow circle make up the two wheels of the bicycle, while the “r” is the bicyclist himself.
The brushstroke-inspired logo presents a big hint for anyone unfamiliar with what Le Tour de France is.
When Subliminal Advertising Doesn’t Work
We’ve shown you how a skilled marketer can make subliminal advertising work and become a strategy that benefits both the company and the consumer. But what about when it goes wrong?
Here are five of the most infamous examples of bad subliminal advertising:
1. The KFC Dollar Snacker
In the late 2000s, fast-food giant KFC launched their new “Dollar Snacker sandwich. On the surface, the commercials seemed pretty straightforward: it was a small, snack-friendly sandwich you could snag for just a buck. However, savvy viewers noticed that KFC had tried to sneak a secret ingredient into the television commercial. When the video was slowed down, a small picture of a dollar bill tucked amongst the green lettuce leaves on the chicken sandwich was present.
Not only was it a sloppy attempt, but this subliminal messaging fail did not make a lot of sense. The commercial directly told consumers that the sandwich only cost a dollar, so what was KFC trying to achieve? That’s something that will always be a mystery, just like that secret blend of herbs and spices belonging to KFC’s Colonel Sanders.
2. The 1970s board game, “Husker Du”
Few people recall the board game Husker Du, which probably has a lot to do with their unimpressive attempt at subliminal advertising. The brand became the subject of a national scandal when news broke that they had used a series of frames that said “Get It” as an overlay in their 1973 ads.
People were shocked to learn about the seemingly manipulative tactics, but as modern-day marketers, we’re mostly just surprised that the company ever thought it would work. It was far too obvious, and it even earned criticism from the Federal Communications Commission (FCC).
3. Wendy’s appeal to our inner child
In 2013, Wendy’s updated its logo for the first time since the 1980s. The iconic, red-headed Wendy we all know and love received a subtle makeover but seemed to retain all the charm of the original version. But when observant consumers took a second look, they noticed that Wendy’s ruffled collar appeared to spell out the word “MOM” in blue and white.
Granted, most of us have a certain appreciation for the burgers and fries we can grab from a fast-food drive-thru. But trying to convince us that a fast-food chain was on par with meals made by mom? Even if your mother wasn’t exactly a skilled home chef, you could probably see why that ad attempt didn’t quite land.
4. McDonald’s makes an appearance on Iron Chef America
When you think of McDonald’s, your mind probably doesn’t go straight to five-star chefs. But in 2007, the Big Mac maker shared a screen with the famous Food Network show, Iron Chefs America. During one of the chef showdown segments, the McDonald’s logo was briefly flashed on-screen.
McDonald’s and Food Network both denied the accusations of subliminal advertising, instead chalking it up to a technical error. And even though we won’t ever really know the real story, it’s the perfect example of what not to do in subliminal advertising.
5. The 2000 Presidential campaign tried subliminal messaging on for size
Most people aren’t big fans of political advertising, but campaign ads took a major hit in 2000. A television campaign ad for future President George W. Bush was pulled off the air after viewers noticed a not-so-subtle subliminal message. As the ad criticized opponent Al Gore, the word “rats” appeared to display on-screen for a fraction of a second.
As it turns out, President Bush ended up claiming the election victory regardless. However, it was found that his campaign ad producer had been previously criticized for his use of subliminal messaging, which makes some people wonder if there were hidden messages in other ads during that election year.
Are Subliminal Messages Effective?
Subliminal messages have been studied for many years, and the results are mixed. Some scientific studies show that they can influence small things like mood, preferences, or quick decisions, especially if the person is already in the right mindset (like being thirsty when shown a drink ad). But these effects are usually small, short-term, and don’t work on deep beliefs or major behaviors. Other studies have found no effect at all, making scientists question how reliable subliminal messages really are.
In the real world, marketers and psychologists have still tried using them to silently encourage consumers to take some kind of action. Some ads flash images or words quickly to make people feel good about a product. In psychology, subliminal messages are sometimes used in experiments to see how hidden cues affect behavior, like encouraging politeness or boosting motivation. But most real-life marketing uses more obvious methods, like colors, music, and clear messages, because they work better.
There are also legal and ethical concerns. In many countries, how subliminal advertising is used is limited or banned entirely, especially on TV. The main issue is that these messages are hidden and manipulative, so people can’t choose whether to accept them. Some believe they can be helpful in things like self-help audio recordings, but others argue that influencing people without their knowledge is unfair.
In short, subliminal messages may have a small effect in certain situations, but they are not powerful or consistent enough to make big changes on their own. Their use is limited, and their fairness is still debated.
Need a Comprehensive Digital Marketing Strategy?
There’s plenty of debate about whether or not subliminal messaging actually works. But what we do know is that a strategic marketing plan does deliver measurable benefits for your business, including getting your key message across to your target audience.
V Digital Services is a full-service marketing agency providing digital services to businesses of all types and sizes, using our expertise in SEO, social media, paid ads, and other tactics to help them achieve their goals. From driving more traffic to your website and store to boosting your rankings in the search engine results, we’ll partner with you to move your business forward.
With a smart digital marketing strategy, you don’t need subliminal messaging – because you’ll have a plan that speaks for itself. Connect with the V Digital Services team to learn more about how we can make marketing work for you!