Marketing Your Product through Subliminal Method of Communication!
What does subliminal method of communication means?
It can also be called as subliminal perception, which refers to the individuals’ ability to perceive and respond to stimuli that are below the threshold or level of consciousness, which proved to influence thoughts, feelings or actions altogether or separately. Yes, there are 4 distinct methods of communicating subliminally. These are visual stimuli in movies, accelerated speech such as Muzak, embedded (hidden) images in a print advertisement, and suggestiveness [which is not normally seen at first glance].
However, let me focus on Subliminal Communication through visual stimuli instead. Marketing people have adopted this method even incorporating it films and television shows. This is what they call product placement through subconscious penetration as a term for brand development-speak.
Visual Stimuli is through super imposing an image into a movie by flashing a message so briefly that a person is unaware of it. In the movie, “Runaway Bride” can you reckon the FedEx van that Julia Roberts rode to leave Richard Gere in a scene where she had cold feet during their wedding day? Also, in that movie the newspaper, USA Today was included as Gere’s character is employed as a columnist to that publication. AOL convinced Nora Ephron to change the film’s original title of “You Have Mail” to “You’ve Got Mail” that stars Meg Ryan and Tom Hanks on the lead.
Did you remember the movie, “I Robot” that stars Will Smith? Though it was set in 2035, it featured a futuristic, but a clear Audi car that has spherical wheels, butterfly doors and a color-changing luminescent paint finish that costs a whopping £500,000 in building it! What about the movie, These are just a few of examples of how marketing has found their way into films.
Even in our Philippine film industry, there were films that also utilized this approach. Perhaps the films produced by Star Cinema have been evident in placing products as the films’ co-presentor. Most recent movies—“Now that I have You” (stars Bea Alonzo and John Lloyd Cruz), which had Chowking and Jollibee as fast food chains featured and “All My Life” (stars Aga Muhlach and Kristine Hermosa) had Star Cruises as the vehicle that brought the two main lead to vacation places. Then a Volvo car was officially and heavily featured in Sharon Cuneta’s hit and award-winning movie, “Madrasta”.
Why do companies do such?
In an article by Brian Renner titled, Lights, Camera, Product Placement!—it says: “Product placement advertising is an effective method of developing brand recognition by presenting the product before the public through film and television shows. When a product turns up in a big-budget, box-office smash or a popular primetime television series, the marketing rewards can be immeasurable.”
Aside from that reason, the viewers get to identify with the characters through the products or brands used in the movies; it makes it more close to real life.
But, another main reason for product placements is to help subsidize the movie production cost. Didn’t you know that an average budget for marketing a Hollywood film is about ₱25M and most of which is spent in the 3-4 weeks before its release? Tie-ups with companies who do product placements help the movie to get a shot in the marketing arm either making or breaking the movie itself.
Now if you are a company who is that hankering to make a good exposure, tie-ups with movies may be an expensive option, but it would really turn out an overwhelming estimated sales. BMW made ₱240M in advance sales alone due to its Golden Eye placement while Reese’s Pieces; the Hershey’s candy featured in E.T. (Extra Terrestrial) had a gigantic sales growth of 66%. And the list goes on.
Now are you ready for such risk yet may turn out to a powerful tool to generate more revenues for you?