Subliminal Advertising

Subliminal Advertising

In recent years, companies have banked on the use of subliminal messages in their advertisements to influence consumer decision. While scientists have found no correlation in the concept of mind control and sales, the belief that subliminal advertising influences people’s decision is enough to drive sales. Indeed, most of the increased sales can be attributed not to the effect of the subliminal messages but the controversy surrounding the use of the same. For a long time now, scientists have debated over the possibility of subliminal messages having any significant influence on the people. Regardless, inclusion of subliminal messages in company advertisements is efficient in positively influencing consumer decision.

Studies have also shown that subliminal conditioning is a catalyst for mot5ivation even where there is no deprivation (Veltkamp et al, 2011). As thus, consumers are motivated to buy products that are advertised through subliminal messages even though they are not deprived of the same. Still, some people view the use of subliminal messages as trickery aimed to appeal to the subconscious minds of consumers. That notwithstanding, consumers are more likely to buy a product that they consider to be cool and trendy. The achievement of these standards for any product requires that they attach subliminal messages that portray the product as cool and trendy. In this respect, companies must continually study the current state to ascertain what is considered cool and trendy among the population.

It is no doubt that subliminal messages have an impact on the target population with respect to decisions about advertised products. In this respect, subliminal advertisements can influence a consumer’s thoughts and behaviors through texts, visuals and audios (Veltkamp et al, 2011). However, these messages cannot force one to do something they do not want coercively but only work through persuasion. By leaving the final judgment to the consumers, the use of subliminal advertisements effectively achieves the intended purpose of persuasion.


Veltkamp, M., Custers, R., & Aarts, H. (2011). Motivating consumer behavior by subliminal conditioning in the absence of basic needs: Striking even while the iron is cold. Journal of Consumer Psychology, 21(1), 49-56.


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