Why is subliminal advertising used

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David Ogilvy, the modern Father of Advertising, once shared this great quote : "A good advertisement is one which sells the product without drawing attention to itself. Advertising is supposed to be impactful and clever, but not overpowering.

There are plenty of examples you've likely seen many times without realizing it at the time, but still managed to change your perception of the brand. They reached you on a subliminal level. Subliminal messages in advertising are designed to engage people subconsciously. These ads use various colors, shapes, and words that enable customers to make small but powerful associations between a brand and an intended meaning.

And advertisements have a long history of being subtle. Whether they're hiding a double-meaning in a logo or working some Photoshop magic, subliminal ads definitely meet the criteria of clever. And the more clever the ad, the better we feel about "getting" it -- and the better we feel about the product. Here's our list of eight ads and logos with subliminal messages you've probably missed. This is subliminal messaging at it's core -- subtle, but still clever. Pepsi released the image on the left and Coca-Cola responded with the image on the right.

Pepsi's original ad is subliminal in that it makes the viewer think and chuckle a bit: it's funny to suggest that getting a Coke when you wanted a Pepsi is scary. Coca-Cola's response is perfect, as well, and becomes a great learning tool: sometimes, the tagline really does make the image.

The MIlwaukee Brewers logo from to is an iconic example of a subliminal logo. Composed of an M and B to make a catcher's mitt, this logo was designed by University of Wisconsin art education student, Tom Meindel.

While I can't say subliminal messaging -- and the visual overlap between the skull-and-crossbones and Mickey Mouse's ears -- are the reason why, I still love finding this secret. Baskin-Robbins isn't just famous for its ice cream -- it's famous for having 31 flavors of it. See how the end of the "B" and the beginning of the "R" in the logo above form the number "31"? The color contrast, and positioning the brand's initials just right, expose this subliminal message just the right amount to help you remember what makes Baskin-Robbins different from other ice cream parlors.

An oldie, but a goodie, many don't see the subliminal message in Amazon's logo -- the current logo has been in use since around and it doesn't seem to be going anywhere. Why should it? The cute arrow connecting A to Z , while forming a grinning face, works so well to make you feel happy and see Amazon as an all-inclusive resource. The human body sends around 11 million bits per second to the brain for processing; its capacity has been estimated by the researcher Mihaly Csikszentmihalyi and by Bell Labs engineer Robert Lucky at bits per second.

Subliminal messaging in ads was first introduced as a concept by James Vickery, and then by Vance Packard in his book from , The Hidden Persuaders , which claimed that Coca-Cola had used subliminal advertising in cinemas to drive sales of drinks and popcorn. The study the claim was based on was later discredited. Potentially convincing people to buy your product or service through subliminal advertising can be done in a number of different ways.

In print advertising or logo design, there may be an image, colour or shape incorporated into it that takes you a while to see — but your subconscious has potentially registered it. Plus, the arrow looks like a smile, subliminally making you feel good about the brand, so there are actually two messages cleverly hidden in one device. Yep, another arrow. In truth, no-one really knows. Looking for background music for advertising? Rest assured, none of our music has any subliminal messages in it!

Are they subliminal messages, or are they just things that bored movie-makers have put in to entertain themselves? In The Simpsons , for example, eagle-eyed viewers will have spotted that God and Jesus are the only characters drawn with five fingers all the other denizens of Springfield have four. What is it with subliminal messages and religion?