RAZOR BRANDING BLOG: 5 Top Types of Subliminal Advertising That Influence Branding

5 Top Types of Subliminal Advertising That Influence Branding


brain by karmaOWL

Martin Lindstrom's article, How Subliminal Advertising Works, does a fantastic job of outlining the 5 Top Types of Subliminal Advertising that influence choices consumers make.

Weight - When faced with the choice of a heavy remote control or one that is lighter, consumers chose the heavier one because the lighter one felt like it was broken. Manufacturers know this and put filler into some electronics like MP3s to make them feel heavier.

Tradition - The old Mexican tradition of putting a lime into a Corona actually only dates back to 1981 and a bartender making a bet to see if he can start a tradition. Corona's entire business took off and many ads have been created celebrating this imaginary Mexican tradition.

Music - The beat of the music in the store greatly affects how quickly you shop and therefore how much you buy. The faster the beat, the faster the shopper and the less that is purchased.

Geography - Branding is how you feel about a product. If offered a choice between a car from turkey and a car from Switzerland, that is when branding kicks in and you go for the Swiss auto. Why? Your perception that the car from Turkey will be a turkey. Ask yourself, do you want perfume from Paris or from Detroit?

Shape - The shape of the bottle or the package determines a great deal about how you will feel about it. If the container of diet mayo is shapely with a narrow waist, women will choose it more often than one that is short and squat. We are drawn to the shape of products that reflect how we want to look.

Just as casinos pump oxygen into the windowless gaming area so players stay energized and don't notice the passage of time, so to do manufacturers use their knowledge of the consumer to assist with the best way to present their product.

The human mind is a wonderful thing.

3 comments:

shome said...

Interesting post--and that one about music totally makes sense. But it would also seem like the demographics (is that the right word?)would also come into play, though that may not be the case. For instance, let's say, Ian, a 15 year old American male who listens to bands like Green Day, Red Hot Chili Peppers, 311, Alani Morissette, and so on, would most probably stay longer in a store playing this kind of music rather than Kiri Te Kanawa or Gilbert And Sullivan, right? Thus the customer has a better chance of purchasing a Good Charlotte t-shirt, because the store is playing the kind of music the customer likes, and there is this connection that forms between the experience, the T-shirt, the music, and the customer? Just some thoughts!

Jaci Russo said...

I think you make a great point. Obviously a 'slow' beat to one generation is completely different than another. I guess stores catering to an under 24 demographic will need to consider the slower songs from popular bands. Every group has at least one ballad-like song. Maybe it's 'Under The Bridge' from the Red Hot Chili Peppers that can keep them hanging around just a little longer.

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