Packaging and advertisements are a great way to show consumers that "this," being whatever it may be, is something they need...and even if they don't need it, may be something they just want. So there's the on the surface advertisements and promotions, but sometimes those involved in the marketing world take it a little bit further. Have you ever heard of subliminal perception, or subliminal messages? If not I will try my best to explain and show you!
Here is a still frame from a KFC commercial.
This commercial was advertising the 99 cent KFC Snacker. It is an inexpensive food product, which satisfies a consumer's need/ desire to fulfill their hunger as well as be frugal with their cash. The sandwich looks relatively appealing and fresh with steam coming off of it and the 99 cents is large and in bold which should really grabbing the attention of a viewer. This is what I initially took from looking at the ad on the surface, but on a second glance there is something more.
Taking a closer look at the sandwich clearly shows a small dollar bill hidden in the lettuce. It was only clear to me once it was pointed out and because this is a still shot from the commercial so the frame is frozen. The original commercial really promoted and played upon the sandwich being 99 cents and only needing a dollar to purchase it. The dollar hidden in the sandwich can easily go undetected by consumers. They are still physically seeing it, but are unaware, which is what subliminal messages and perception is all about.
The KFC example has to do with money, but many subliminal messages in products take a turn toward the inappropriate. A lot of these messages advertise sex for products that do not necessarily have anything to do with that subject. In a day and age when products that have nothing to do with sexual activity are advertised in a sexual way, (mostly I've noticed with food products) is it really necessary to add sexual subliminal perception into the mix?
Yes the sexual message may play on the consumer's desires and may lead them to purchasing it without ever being aware the message was there. I personally don't think this type of message is right, because what does it do to a younger generation, to children, etc.? Is it morally or ethically right to use these tactics?
Here is a rather obvious example. "Berry [S]Explosion?" I don't think that initial Skittle placement was unintentional.
People do say sex sells, I just think there is a line when it comes to subliminal perception and messages of this nature and a younger generation, especially with products who's target market is specifically children. Disney is a specific example of a company where a lot about their use of sexual subliminal messages can be found through a simple Google search, but I don't want to get into that now, but maybe in a future post.
Personally as a consumer I want to purchase a product for the quality of it as well as to fulfill my INTENDED need/desire. Basically what I mean is if I am looking for a cleaning product to buy and I want to buy a Swiffer to fulfill this cleaning need, I want advertising that will help me decide that Swiffer would be the best product for me based on the performance, quality, price, etc. I would prefer Swiffer's marketing or advertising team not to play on a desire for sex, money, or power. I honestly don't think if the word "sex" is hidden on the box somewhere that this is going to make me want to buy a Swiffer anymore. Although some of these tactics have a really comical or interesting turnout!
Two examples
- The arrow in Fed Ex
- The Christian fish in Jack in the Box
I don't think all use of subliminal perception is distasteful. Some companies use it in a very professional way which even helps further promote their business and/or message. There is a great list of some business logos that incorporate some sort of subliminal massages that we discussed in my marketing class linked here!
Cited
http://www.11points.com/Food-Drink/11_Hidden_Messages_In_Food_Ads_and_Logos
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