The effect is subtle enough that the boat will not be readily apparent to everyone. If you look carefully at the largest cube above the ice you will see the double masts and hull of the sailboat. Our best effort was the following advertisement, where we asked DALL-E to subliminally put a ‘sailboat’ into one of the ice cubes. And that defeats the whole purpose of subliminal advertising as the object should be only discernable when one pays close attention to the ad. Most of the time, the image of the luxury object appeared to be obvious in the picture. We used prompts to have Dall-E put the following five luxury items into the ice cubes: sailboats, diamonds, expensive watches, fancy automobiles, and mansions.Īgain, we found that it was difficult to create a truly subliminal print ad. These images, often not consciously noticed, can make the advertised product seem more luxurious and prestigious, potentially making it more appealing and increasing the likelihood of purchase. In theory, including images of luxury items subliminally in advertisements can subtly shift consumer preferences. In the second part of our experiment, we tried inserting luxury items into the ice cubes. Ice cube with masked word ‘sex’ – not quite a subliminal message Experiment II: Luxury Images An example of a typical ‘word test’ advertisement we produced is shown below. Even when we used a complex and detailed prompt urging DALL-E to ‘make the word sex formed by natural curves, edges, and contours of the ice and intricately woven into the ice’s structure so that it appears almost as if it’s part of the ice itself, requiring a discerning eye to spot and appreciate the artistry’, the result was consistent: the word ‘sex’ appeared much too clearly and we did not regard it as subliminal. The problem was that in almost all cases, the requested word was much too obvious. Overall, we found it was very difficult to insert words to make a subliminal advertisement. We created approximately 100 images for our ‘Word Insertion’ experiment. So, as a first attempt at subliminal advertising, we tried to insert the word sex into ice cubes using DALL-E 3. Experiment I: Hidden WordsĪ common advertising belief is: ‘Sex Sells’. This is similar to the method we mentioned that was used by Gilbey’s Gin. In our research study, we specifically attempted to put words and images into ice cubes for a fictional whiskey print advertisement. Together, we tested whether it is possible to subliminally insert both words and images into print advertising. To test how difficult it is to create subliminal messages in advertising, the Future of Marketing Institute worked with Tianyu Xu, a respected Generative AI explorer and consultant. If that is indeed the case, then it raises the possibility of a substantial increase in subliminal advertising in the future. The rapid rise of Generative AI ‘text-to-image’ tools like Dall E-3 and Midjourney raises the possibility that subliminal advertising may become readily accessible to everyone. Traditionally, this was difficult and expensive to achieve as the advertising image picture needed to be manipulated by a professional graphic artist. One of the challenges of subliminal advertising is to craftily insert words or images into the advertising. Gilbey Gin subliminal (and not so subliminal) ad Creating Subliminal Messages with Generative AI The original ad appears on the left, and on the right, we highlighted the word for those who can’t see the word sex clearly. A classic example is when Gilbey’s Gin apparently put the word ‘SEX’ into the ice cubes one of their print ads. Since then, subliminal advertising has been used in a wide variety of media including print advertising. The idea was that people would subconsciously crave these items and buy more at the concession stand. Subliminal advertising first appeared in the 1950s, when flashing messages like “Drink Soda” or “Eat Popcorn” were added to a movie and went by in a split-second so they were imperceptible to the eye. These messages are meant to be picked up by people without them realizing it, aiming to affect their thoughts, feelings, and decisions at the subconscious level. You may have been influenced by subliminal advertising, a type of marketing where hidden words or symbols are placed in different media like TV shows, radio or print ads. Have you ever felt an urge to buy a product for no apparent reason? Perhaps it happened after you were scrolling Instagram or watching YouTube or TV.
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