Subliminal Message

Is Subliminal Messaging An Effective Branding Strategy?

In Fashion Marketing by Melanie Shaw

When businesses advertise their products and services, they like their message to take root in the minds of consumers. After all, it’s one thing to be heard and another to be fully heeded. 

Companies can be loud and proud with their marketing, but sometimes a subtle and more underhanded approach works well too. Subliminal messaging might seem like the go-to solution here, allowing firms to maintain a constant presence without (at least knowingly on the consumer’s part) outstaying their welcome. 

But is subliminal messaging an effective branding strategy? The general consensus is no, and we explain why below.  

The Ethical and Legal Considerations

As you might understand, not everybody is comfortable with the idea of subliminal messaging, even just for fun. In fact, even things like hypnosis require permits for performance purposes, which also covers that hypnosis via broadcast media.  

There’s no way around it, really. Subliminal message can be seen as a manipulative move by a corporation that’s bent on dominating people’s lives from behind the scenes. If the entire thing is built around a lack of overt awareness, then it could be said that consumers are participants in something they’re not willing to consent to. 

In the 1950s, subliminal advertising was banned in multiple regions, a decision sparked by the subtle promotion of products in films. At the time, the events were referred to as ‘a moral panic’ as words like ‘Coca-Cola’ flashed across the screen incredibly quickly. After these tumultuous times, it has been illegal to practice subliminal advertising in the UK. That said, there is some debate about the practice in the US, where it’s not technically banned at all.  

Why Open Communication Works Better

So, we’ve established that subliminal messaging isn’t okay in the UK, and with good reason. Firms seeking out branding opportunities internationally might have more to consider but to run an ethical organisation, it’s best to avoid the practice entirely. 

Consumers trust transparency. Strong brand identities are derived from it, built by hard-working businesses with nothing to hide that are passionate about expressing their value propositions. Companies should want to be seen doing well and deliver a message that’s influential because it resonates naturally. 

For example, street advertising and fly posting practices can paint a charming picture of a business. These marketing efforts, paired with online campaigns, can build familiarity with consumers, building on things like local appeal and unique artistry talent. There’s no deception, with street advertising resonating with consumers across many years. Consult Mobile Billboards to learn more. 

Would Subliminal Messaging Work Better?

Subliminal messaging does work in some cases. If it didn’t, it wouldn’t be banned. 

However, you’ve undoubtedly heard the phrase ‘blink and you’ll miss it’ in various situations through the years. The term can likely be applied to subliminal messaging in advertising too. Is it wise to pin a firm’s marketing hopes on a slogan that flashes across a screen in milliseconds in today’s climate of exceedingly short attention spans? Probably not. 

Subliminal messaging could also create a cringey conversation around a business – one that devolves into unfounded conspiracy theories that detract from the main thrust of a marketing message. Ultimately, these types of dialogues are not anything a reputable business would wish to be connected to. 

About Melanie Shaw

Melanie Shaw is a fashion and lifestyle writer who has worked in the fashion industry in PR and communications, helping brands launch their latest products and collections.

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Melanie Shaw

Melanie Shaw is a fashion and lifestyle writer who has worked in the fashion industry in PR and communications, helping brands launch their latest products and collections.