1.0 INTRODUCTION

The idea that we can be influenced by some advertisements that we do not deliberately detect is one of the most interesting in consumer psychology and has attracted in a lot of attention throughout the years. Since the 1950’s, people have expected that words or pictures quickly flashed on a screen or concealed in an advertisement have the ability to make us purchase certain items or even vote for some certain political candidates. Do these feelings of trepidation establish, or is this just some other myth than reality? The appropriate response, believe it or not would be a simple yes and no.

Subliminal advertising is that making use of words or picture that we do not consciously or deliberately detect. Those stimuli can be undetectable because they are hidden and covered up within some other picture or because it is presented on our flat screens so briefly we are unaware that we are seeing them. “Subliminal” advertising is a made-up concept that is better described by Kubrick’s A Clockwork Orange than any kind of advertising you see today. To think that advertisers are so devious that they can manipulate switches in your brain with mere words or phrases is paranoia. Strangely enough, talk of “subliminal advertising” is in itself an example of exactly what you seem to be trying to understand.

Subliminal messages in an advertising are design to engage people subconsciously. These ads are using various colors, shapes, and words that enable customers to make small but powerful associations between a brand and an intended meaning. In short to subtle, advertisements have a long history of being subtle. Regardless of whether they are hiding a double meaning in a logo or working some photoshopmagic, subliminal advertisement certainly meet the cunning criteria. The more cleaver an advertisement, the better we feel about getting it and the better we feel about that particular item.

Back in the 2016, one of the local product in Malaysia named “Gambir Emas” has been criticize by the netizen in peninsular Malaysia due to their billboard advertisement. The used of tagline for their product ads such as ‘No 1 ni maknanya is the Best,’ ‘Sekali sapu, subuh baru cabut, Sampai Pinggang Nak Tercabut’ has become a big issue because these tagline has a sexual meaning in this advertisement.

2.0 DISCUSSION

Subliminal messages are fundamentally visual or written and also a spoken statement is presented to you with a goal that your mind will unconsciously registers them and the manner in which you believe is modified one you see these visuals or hear these statements. Despite the fact that logical research later demonstrated that this does not affects individuals purchases and James Vicary even admitted to not apply them in his theatre. A scientific research has been demonstrated and has proved that subliminal messages tends to make customer more joyful about the product that they have purchased. Moreover, it increases customer’s feelings for a product regardless of whether consumers purchase the product is another different story. What the point here is, these messages can be used in advertisement in order to increase the consumers desire to have or purchase a product.

In recent decades, according to Kunst-Wilson ; Zajonc (1980) said that emerging research has shown and proved that subliminal messages are able to influence our thoughts and behaviour. This is very useful for those organizations who introduced new products in the market and in order for them to increase their sales, an organization just have to make a simple subliminal advertisement. Besides that, Murphy and Zajonc (1993) found that individuals built up a more positive opinions of images after they were flashed with smiling images on the advertisement. Truth be told, this impact is stronger when it is presented subliminally.

Initially, there are four types of subliminal advertising such as text, video, images and logo. It is possible to create a subliminal message because everything is visible however, you just need to work with a marketing professional to achieve this objective. Subliminal video can be worked on in an ads in video, plus the use of colour and sounds and suggestive conditions. Subliminal images generate a very good impact when used in banners. Images can bring easily bring information and our brain stores these data. Logos may contain subliminal messages and it is obvious that a logo reflects the value and beliefs of a brand. The logo is the philosophical indication of an organization and its intention. Thus, organization utilize this kind of techniques to send subliminal messages.

In some cases, the advertisers over overstate about the product’s advantages in such a prudent way, to the point that customers go mentally under the weight of publicizing enticement and deliberately chooses to purchase the promoted item (Smith et al., 2006). In the point of view of some people, now most of the consumers avoid or hates the advertisement, because they consider the advertisement, just annoying and misleading.

For example, when the ads using a filthy tagline or words in their advertising. Once the advertisement has been promoted through any platforms that the company choose, the ads does not only reach to the target market but also to the other audience that not in the list for the product. It is very difficult to control such a huge industry. But when the company only care about the profits, they did want to wasted their time on how their advertisement can affect the other people that are not suitable for the ads.

Unethical advertising does not tell lies, cause harms, or violate moral disapprovals and moral values. Promoting impacts people and society’s perception. When people think how the advertising itself can influence the people mind and they think it can give a bad influences to them and to the future generation, they will automatically disagree with the advertisement. Unethical advertising inserts wrong beliefs in people’s mind and make them do unnecessary consumption of products. (Phillips,1997)

In addition, disadvantages of using subliminal message in advertising also can be also economic, cultural, moral and religious issues. Unethical advertising uses rational motives when it should present differences in product quality and price. Economics issue are because of a utilization of unnecessary goods has been sale in the market. Consumption can harm the earth. Cultural harms are due to intense competition in the market which makes advertisers to violate moral rules in advertising. Advertisers look for approach to stun the group of people by exploiting inappropriate content, exploiting religion or using pornographic nature. (Devi et al,2010) All of these issue would affected the consumers mind if the companies does not follow with the ethics in the advertising.

3.0 CONCLUSION

People hates advertising. The customers are clever enough to understand when an organization promotes, it’s not incentivized to be completely honest about its product or service. No one wants to feels like they were tricked and being trick. This was happening to the customers through hidden advertising or subliminal advertising that some companied do to promoted their product.

Every companies knows that advertising is an unending battle between companies and customers. Nowadays, these companies having a smart approach to offer their product or services, while customers rely on ad blocking software and learn how to pick the wheat from the chaff. Thus, these company ought to dependably be one stage ahead and find better approaches for advertising and selling. Hidden, subliminal advertising is positively a valuable tool.

Subliminal messages are designed to target the customers mind, especially the subconscious section, because their mind controls their own actions. When companies utilize subliminal messages to influence their customers mind to a specific point, it can control their idea examples to a specific degree without you have been realize. Some of the customers think that the subliminal advertising does not work on them but that was wrong. This is because if in the event that subliminal messages did not work, the companies or the firm would not spend millions of dollars per year for the advertisement.

Companies and the firms are obsessed with subliminal messages because they are effective at manipulating your thought patterns at the subconscious level. Since subliminal messages are intended to focus on the customer subconscious mind, they are normally not mindful that they are being controlled. The best five subjects joined into subliminal messages are sex, drug, food, fear and violence.

The used of subliminal messaging in everyday activities to concentrate less on control and more on influence. To create a persuasive message, concentrate on your audience and their needs. This subsequently method can create a greater effect. Use a simple word, subtle messages that reinforce your basic message to successfully influence and persuade people in both personal and professional situations.