Researchers showed participants images of people performing ordinary activities like, for example, a kid eating a sandwich. The silent power of subliminal messaging has been studied in laboratory settings. In other words, if it’s subtle enough for the brain to take even the slightest notice, then it has lost its subliminal charm. In the context of subliminal messaging, your response is based on the message your brain receives-not what your consciousness has interpreted.
The response is any form of action that we do because of the message we receive. The message is any piece of information we take in that acts as a catalyst (or distraction) to the desired response. To explain, let’s break down subliminal messaging to two parts: the message, and the response.
Given that definition, using the word subtle to describe subliminal messaging is problematic. This is faster than our consciousness can interpret, which means anything that falls below the threshold of our consciousness or unawareness is an opportunity to influence our behavior. Subliminal messaging, on the other hand, are visual cues that enter the brain faster than that given range. Our brain needs at least 30-50 milliseconds to process a piece of visual information. To understand the evolution of messaging and its influence on our consumer behavior, let’s go back in time and understand the neuroscience behind subliminal messaging. As you’ll see, while vision rules in the brain kingdom, our sense of hearing now deserves a throne. What has been proven lucrative in television, has now infiltrated music. Turns out, there’s more to this than meets the eye-figuratively and literally. The price tags on product placement alone reveal how potent its influence is in the consumer world.Īpart from money-making, another common thread between these product placements is that we can see them. In Back to the Future’s re-release in 2015, Marty McFly’s Nike shoes raised $4.7 million in an eBay auction. Grossing at $1.2 billion as one of America’s favorite films of all time, E.T. Product placement continues to leverage the power of exposure and subtle cues. While images of the scene went viral, many viewers thought it was the brand’s failed attempt at product placement. What seemed like an oversight from the production team, was a win for Starbucks. In the mysterious world of Game of Thrones, there appeared the unexpected Starbucks-like latte cup, hidden within goblets of wine.
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