Flip the image upside down and you will understand! Besides, the slogan is once again sexually ambiguous. We can wonder why such a sophisticated lady holding a glass is illustrating an advertising for a roofer. FLOORING was published in the English Yellow Pages. The upper part of his face seems to say “look at the wonderful lady I’m holding thanks to Benson & Hedges!” whereas the lower part of his face leaves room for concern, highlighted by the sexualy ambiguous slogan “if you got crushed in the clinch with your soft pack, try our hard pack”.īy looking closer to the left hand of the young man, it seems that the weird shape in the woman’s back is an erect penis! The young man’s mischievous look and the slogan finaly make sense : if this stressful situation makes you flabby, smoke Benson & Hedges and your package will go hard! Laid by the best (80’s?) The woman has thrown herself into his arms, waiting for a kiss. Besides, 2 glasses of wine are on the table. By judging on the clothes they are wearing, we can say that they are coming back from a date to have a last drink before taking action (for the first time?). Who could ever have guessed Gilbey’s had so much to offer these 24.2 million readers?” Benson & Hedges (1976)Ī case study for advertising subliminal messages! This commercial was published in April 1976 on the back cover of the Time Magazine (again!). The melting ice on the frosty bottle, of course, could also suggest seminal fluid. ![]() This interpretation is reinforced by the less than fully extended penis. Therefore, the scene is likely after orgasm, not before. The green color suggests peace and tranquility after tensions have been released. “The melting ice on the bottle cap could symbolize seminal fluid–the origin of all human life. Here is what Walter Weir said about this advertising in his book How to create interest-evoking, sales-inducing, non-irritating advertising: Three vertical letters emerge in the ice cubes, reading the word “sex”. This advertising was published on the back cover of the Time Magazine on 5 July 1971. Let’s start with some advertising posters, where the sexual ambiguity is desired. Neverless, Vicary confessed in 1962 having falsified the results of his experiment as the sales increase wasn’t significant… Vicary claimed that the subliminal images caused a 57.5% sales increase for popcorn and an 18.1% increase in Coca-Cola sales. Based on this claim, the CIA produced a report The operational potential of subliminal perception in 1958 that led to subliminal messages being banned in the USA. In 1957, James Vicary, Market Researcher, had the idea to conduct a subliminal experience by inserting in a movie 1/3000-second advertisements for Coca-Cola and popcorn where we could read “Drink Coca-Cola” or “Eat pop-corn”. ![]() When subliminal messages parody subliminal messagesġ.The first subliminal message in History.Subliminal techniques have often been used in advertising, musique and politic, as you will discover along this article. Their effectiveness brings however to debate. A subliminal message is a visual or sound stimulus conceived to be perceived by our subconscious.
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