Tag Archives: Advertising

What Do You Notice?

Are subliminal messages in advertisements real or are people trying to see something that isn’t there? Are advertisers that good to make you think you see something you don’t? What about supraliminal messages? Subliminal messages are most commonly known in advertising and appeal to your unconscious mind, but there is a second type of message known as supraliminal messages. Supraliminal messages are designed with a purpose and appeal to the conscious mind to give a bigger impact on what the brand provides. Within this blog, you will be able to see the difference between the two types of messages.

Just like advertisements, you might see an image hidden within a logo. Since the logo is a key piece to making a brand successful, if you see a hidden image there is a purpose behind it and typically relates to a service or product the brand provides. Hidden messages within logos are referred to as supraliminal messages because they can be picked up by the conscious mind and are clear, direct and outright, making them more powerful.

FedEx incorporates an arrow between the “e” and “x” to show the speedy delivery they offer to their customers.FedEx_logoTostitos uses the two “t’s” to represent people and the dot from the “i” to make a bowl of salsa, showing two people coming together to share tortilla chips.

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The Hershey’s Kisses logo also has a hidden image. Between the “k” and “i” the shape of a sideways chocolate kiss can be seen.

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Hidden images within logos are specific branding elements that brands use. The supraliminal messages within logos add power to the brand’s key attributes and positioning, and the conscious mind can find the images. Finding a hidden image in a logo is much easier than an advertisement. The trouble that comes along with subliminal messages in advertising is that no one knows if they’re truly supposed to be there or not, and they are only to be picked up by your unconscious mind.

Skittles was caught in the subliminal message controversy with their packaging of the Berry Explosion flavor. A skittle was placed in front of the word explosion causing it to read “Sexplosion.”

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Other advertisements don’t seem to have a sexual message until they are manipulated. Heineken beer released an advertisement that had a suggestive image when it was flipped upside down.
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The most common subliminal messages found in advertisements refer to sexual images. Apparently, hiding unicorns and rainbows within an ad isn’t as much fun for the artist. The artist rarely reveals if they put sexual images into the ads on purpose or if it was pure coincidence and people are looking too hard.

Every once in a while, an artist does hide an image in the ad on purpose. In the mid-1980s, Coca-Cola released a campaign in South Australia that said “Feel the Curves” which featured the new bottle design and ice cubes on the bottom of the image. In one of the ice cubes, the graphic designer drew a sexual picture as a joke. This joke took a turn on him a year later when it was brought to Coca-Cola’s attention of what the ice cube was showing. The artist of the ad was sued and lost his job. After discovering the drawing on the back of a truck, Coca-Cola recalled thousands of posters and destroyed them. In this instance, it was not the brand that was responsible and instead, they were the ones deceived by subliminal messages.

14-sexy-innuendo-filled-food-ads-that-somehow-got-publishedAn old Benson & Hedges ad is one of the more controversial ads that is known for a claimed subliminal message on the woman’s back. Just above the man’s hand, a sexual image is seen. People say this image was in the reflection of the lights to match the words “soft” and “hard” used in the copy but no answer as to if it was on purpose or not has been revealed.

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James Vicary introduced subliminal messages in 1957 when he said he had flashed “eat popcorn” and “drink coke” during movies at the theaters, and claimed that concession stand sales went up. By flashing the phrases on the screen for 1/2000 of a second, popcorn sales were claimed to go up by 58% and Coca-Cola sales to go up by 18%. Five years later, James revealed that the study was made up, and he had no actual evidence to support his claims.

Without evidence and with a confession, people still believe that subliminal messages in advertising exist. The idea of subliminal messages has caused research to be conducted over the years without an agreeable decision being made as to if they are effective or not.

The University of Utrecht conducted a study over subliminal messages in 2006. After their experiment of flashing “Lipton” on the screen during movie clips, they suggested that subliminal advertising was only effective with brands that the majority of people were familiar with, and in this experiment, if they were thirsty or not.

On the other end of the spectrum, BBC Research and Development conducted a similar experiment. The research team gave each person a bag of chips and put the word “Lipton” on the screen briefly during short film clips they were watching. At the end of the clips, each person in the group was asked to pick between two drinks: Lipton Iced Tea or water. Researchers found that the group was split down the middle, and there was no effect of wanting Lipton Iced Tea more.

Both subliminal and supraliminal messages exist. With subliminal messages, sometimes they are approved and other times they are not. Supraliminal messages are clear with their intentions and are noticed by the conscious mind, unlike subliminal images. Even if subliminal messages exist, the effectiveness of them is still up for debate. What side of the argument do you fall on?

If you have questions about branding and how your business can build and sustain a true competitive advantage, reach out to Glint at www.glintadv.com or give us a call at 817-616-0320. From large scale real estate developments, to hospitals, retail stores and credit unions, Glint has been helping clients define, refine and hone their brand strategy and imagery for over 16 years.

 

Glint Advertising Welcomes Two New Glinsters

Farmers Branch, TX: Today, Glint Advertising announced the addition of two new employees to its roster of talented advertisers and marketers. Jordan Jones comes from Williams-Sonoma, and possesses a degree in graphic design, and Meredith Redfern joins Glint as a summer intern as she finishes her senior year at the University of North Texas with a major in advertising and minor in psychology. Said Craig Lloyd, President of Glint Advertising of the new additions, “We are very pleased to add these two very talented ladies to our Glint team. Between Jordan’s energy and eye for innovative designs, and Meredith’s educational background and passion for client satisfaction, we will continue our mission of providing unique branding insight, bold designs and diversified perspectives.”

Jordan Jones comes to Glint from Williams-Sonoma in Oklahoma where she was a Designer. Jordan has a bachelor in Graphic Design from Southern Nazarene University and is inspired by photography and modern/industrial design. Jordan is a big sports enthusiast, and will be an Olympic Skier or X-Gamer in her next life.

Meredith Redfern will be completing a summer internship, and is a senior at University of North Texas. Meredith has expressed her creativity since she was quite young, and has been providing client satisfaction at her parent’s retail business since she was a teenager. She is our own rock star, having attended over 50 concerts and counting.

About Glint Advertising: Glint Advertising was founded in 2000 and provides branding, advertising and marketing services to a diverse client base throughout North Texas and beyond from its two DFW locations. Glint is a full-service advertising agency specializing in branding and integrated marketing campaigns, with a focus on strategy and collaboration. Glint has received numerous awards for its creative work. For more information visit: glintadv.com.

Did You Catch That?

Netflix, Hulu, other streaming services, and at home recording devices are making commercials easier to avoid. As traditional commercials lose effectiveness, advertisers are having a harder time reaching consumers. As a result, advertisers are relying on product placement within TV shows and movies as an increasingly important part of the promotional mix. Some product placements work very well as the brand or product is seamlessly integrated into the storyline, while other placements are disruptive and look like a commercial within the show.

Opinions vary when it comes to how people feel about seeing products placed in their favorite TV show or movie. Jonkoping University found the majority of people are neutral or indifferent, often overlooking products that are placed on the counter or in the background. Those who are indifferent or neutral are so immersed in the storyline that while they may see the product they don’t think about the purpose of it being on the screen.

Some have a positive perception of product placements as it highlights the brand in a lifelike setting and shows the usability of the product. These consumers like the product being incorporated into the storyline because it serves a purpose for both the characters and the brand. On the opposite side of the spectrum, some people feel they are being manipulated and deceived if a product is incorporated into a storyline. They are watching shows and movies for entertainment and don’t want to see a commercial in the middle of a plot.

Product placements have different roles and uses in a show or movie. Often they are intertwined within a storyline as a plot element making the viewer aware of the product but not overselling it. Conversely, product placements sometimes steal focus away from the plot and effectively act as a commercial in the middle of the storyline. While integrated placements are rarely viewed negatively, the disruptive “mini-commercial” often generates viewer ire. Either way, product placements are gaining popularity, becoming more predominate, driving sales and are used for both creative purposes and to help fund TV shows and movies.

Product placement deals can bring in millions of dollars to TV shows and movies. Subway played a huge role in the show Chuck. When Chuck was on the verge of being canceled, Subway came in and paid an undisclosed sum of money to have their sandwiches featured in the show, along with the then-current promotion. With this product placement deal, Subway essentially funded Chuck for a few more seasons.

Although Subway funded Chuck and kept it on the air longer than it otherwise would have run, the product placements were sometimes cheesy and dominated the storyline. It became a running joke to see how Subway was going to be incorporated within the episode each week. Along with Subway placements, Toyota also placed their brand in the show. However, the Toyota placement fell in the “mini-commercial” side of the product placement spectrum, with a 40-second segment about the new Sienna Mini-Van, and greatly distracted from the story line.

Unfortunately, bad product placements have generated a lot of backlash and placed a shadow over the tactic in total. Many shows have unsuccessfully tried to integrate placement deals into their shows. Here are a few examples that had people talking about the placements more than the storylines.

Hawaii Five-0 has been roundly criticized for their heavy use of product placements, often having their episodes accused of being one giant commercial break. The show uses several brands such as Chevrolet, Microsoft, Subway, Bing, and others to generate the money necessary to stay on the air. Despite the criticism, these brands have found success after promoting products during the show.

• One episode of New Girl was centered on the legendary Prince and how he was hosting a party that Jess was attending. Instead of the show gaining positive press with the presence of Prince, the episode was generally panned due to the bad Ford Fusion product placement and the poor acting around it.

The Biggest Loser is also guilty of having cringe-worthy product placements. During one episode the Ziplock name is mentioned four times in a one-minute clip, including specifications about how much the containers can hold, and all the wonders they can do for a diet.

Clean & Clear had one of the worst product placement segments in The Secret Life of the American Teenager. The actors directly quote familiar lines from commercials, yet try to pass it off as everyday conversation. This clip looks more like an infomercial than a segment of a TV show.

However, not all product placements are negative. Some shows have been able to incorporate brands seamlessly into an episode, and even have the viewers enjoy it.

The Big Bang Theory takes a subtle, but effective approach to product placements. In one episode, Sheldon is promoting two separate brands within one scene. The first is Purell and the second is Staples. Sheldon mentions both Purell and Staples unobtrusively without impacting the flow of the scene. In a different episode, The Big Bang Theory promoted Apple’s newest feature at the time, Siri.

Friends had several product placements deals during its run, but one of the most successful episodes they had featured Pottery Barn. Within one scene they were able to mention the brand six times and center part of the episode’s storyline around it. After this episode had aired, the brand’s phone lines didn’t stop ringing for catalog requests.

• Ford subtly placed one of their newest trucks in an episode of Nashville. The fifteen- second spot didn’t mention anything about the truck but was able to show off some of the features that the tailgate offers.

Product placements typically work out well for brands. Yes, there are some instances where there is more backlash than praise, but people are still talking about the brand. Product placements in movies have worked the best and brands quickly see an increase in sales.

• Reese’s Pieces played a key role in E.T. and Hershey’s profits went up by 65% after the movie was released.

• Ray-Ban’s now classic Wayfarer sunglasses was saved by Risky Business selling 360,000 pairs the year of the film’s release and Aviator sales increased by 40% three years later after Top Gun was released.

• The Mini Cooper was claimed to be the star of The Italian Job and caused a 22% increase in sales the year the movie was released.

Just like brands, films also make money off of product placements. 2013’s Man of Steel raked in over $160 million worth of product placement deals from over 100 brands worldwide.

Brands spend millions of dollars a year for product placements. Viewers are more likely to take notice and want a product if it is in one of their favorite TV shows or movies. Every once in a while though, brands don’t pay for placements and their products are used strictly for creative purposes.

One episode in season six of Modern Family is filmed entirely on iPads and iPhones and then captured on a character’s MacBook. The MacBook featured the use of Facebook, Facetime, iMessage, iCloud, iPhoto, Google, Yahoo, ABC News and more. Even though the episode featured many Apple products and applications, Apple did not pay a cent for the placement as co-creator, Steve Levitan, came up with the plot from real life experience.

With the rise of DVRs, Netflix, Hulu and other content outlets that let you skip commercials, brands are becoming more innovative when it comes to getting products in front of viewers. By placing their products in TV shows and movies, advertisers are augmenting their traditional advertising and media plans.

Where do you land on product placements? Do product placements play a big role in how you feel about watching TV or movies? How do you feel about product placements that are completely organic and not paid?

If you have questions about branding and how your business can build and sustain a true competitive advantage, reach out to Glint at www.glintadv.com or give us a call at 817-616-0320. From large scale real estate developments, to hospitals, retail stores and credit unions, Glint has been helping clients define, refine and hone their brand strategy and imagery for over 16 years.

Glint Advertising Helps Prestige Credit Union Celebrate 80 Years

Farmers Branch, TX: Prestige Community Credit Union is celebrating 80 years of serving its members with a big celebration on June 17, 2016. Prestige has proudly served the Dallas area since 1936, and will celebrate their anniversary with members and the general public by serving cake and handing out prizes during the daylong celebration. Ron Knight, Vice President of Marketing, said, “We’re very excited to celebrate this milestone event with both our members and the community at large. It’s been a great 80 years, and we look forward to serving the greater Dallas area for 80 more.”

In support of the 80th celebration, Prestige’s agency of record Glint Advertising has created a social media content strategy and campaign to raise awareness and generate excitement, including a fun game of hide and seek for Preston the Pig, Prestige’s mascot, on the company’s website. Said Todd Miller, Business Director at Glint, “Glint is thrilled to provide marketing and branding support to a strong, tenured and successful business such as Prestige. 80 years serving the greater Dallas area is a powerful testament to the passion and care Prestige puts into its members every day.”

In addition to the prizes being given away at the celebration event on June 17, anyone who can find Preston the Pig on the Prestige website between June 9 and June 25, 2016, can enter for a chance to win one of three $80 prizes and their own stuffed Preston. Ron Knight added, “Our members love Preston, and he’s become such an iconic piece of Prestige. We are very excited the way Glint has incorporated Preston into our campaigns, especially our 80th celebration. And, I can tell you, Preston is thrilled for his part in giving away over $240 in prizes.”

About Prestige Credit Union: Prestige Community Credit Union was founded in 1936 in Dallas, Texas as Sun Employees Credit Union. Today, Prestige provides credit, lending and banking services to over 7,000 members nationwide. Prestige Community Credit Union is located at 15203 Knoll Trail Suite 101, Dallas, TX 75248, and has assets of $82 million. For more information visit: prestigecu.org/.

About Glint Advertising: Glint Advertising was founded in 2000 and provides branding, advertising and marketing services to a diverse client base throughout North Texas and beyond from its two DFW locations. Glint is a full-service advertising agency specializing in branding and integrated marketing campaigns, with a focus on strategy and collaboration. Glint has received numerous awards for its creative work. For more information visit: glintadv.com.

Glint Advertising Celebrates Spring by Opening Bay Door

Farmers Branch, TX: Out comes the sun and up goes the rolling door of windows in the new industrial style office space bringing in the fresh air that gives the feel of a Deep Ellum or SoHo loft. The bay door brings a new element to the office that is stimulating and productive. Todd Miller, Director of Business said, “Our virtual porch has quickly become a client favorite. The open air and sounds of outdoor activity brings a fresh perspective to creative brainstorming that’s truly unique to Glint.”

Glint has been hard at work creating a workspace that enhances creativity and maximizes the capability of its human capital. By working closely with Ideas Group in a shared building, Glint has a unique atmosphere that shies away from the typical high-rise office space. After a recent visit one client noted, “you could feel the energy in the building, it was both fun and productive in that environment.”

Along with the new office space, Glint Advertising has incorporated the “blue vase” culture of persistence for its clients. Craig Lloyd, President and CEO commented, “We have always been very proud of the work we do for our clients, but the new office space and “blue vase” culture has encouraged free-flowing ideas and creativity, taking brand inspiration to new levels.”

About Glint Advertising: Glint Advertising was founded in 2000 and provides branding, advertising and marketing services to a diverse client base throughout North Texas and beyond from its two DFW locations. Glint is a full-service advertising agency specializing in branding and integrated marketing campaigns, with a focus on strategy and collaboration. Glint has received numerous awards for its creative work. For more information visit: glintadv.com.