It’s fascinating to learn about the various ways that the mind works, and for many years, marketing experts have discovered ways to reach a consumer’s mind without us even knowing it.
You may have heard about subliminal messages, but have you ever heard of supraliminal? While the two fall under related categories, they are very different indeed. These stimuli have interest explanations, so we’re going to take some time to learn more about one of them.
What Are Supraliminal Messages?
While subliminal messages use a tactic that involves releasing stimulus signals below the absolute threshold level (ATL) of our conscious awareness, and therefore affecting the subconscious, supraliminal messages impact both our conscious and subconscious mind.
All of that can feel like a lot to take in, so let’s try to make this a little more straightforward.
Understanding Sensation and Absolute Threshold
Your brain contains a large number of sensory receptors. These receptors are specialized neurons that respond to various kinds of stimuli. Any time that these receptors detect any type of information, a sensation has happened.
When speaking of stimuli, your sensory system is expressed through what is called the absolute threshold. This idea simply refers to the smallest amount of stimulus energy that can be detected 50 percent of the time.
Think in terms of what the eye can detect is the best case conditions – a candle far away in the night, for example. The flame is what we know we are identifying and are using one of our many senses – the basics, of course, being sight, sound, touch, smell, and taste.
When a stimulus reaches us below the absolute threshold or our conscious awareness, that is what we would call a subliminal message. This occurs when a stimulus reaches a physiological limit, and its effect is significant enough to nudge those sensory receptors that will then send nerve impulses to the brain.
The difference between the stimuli that are at the absolute threshold and below it is that we are very aware of the ones at the absolute threshold, while we are not consciously aware of those below it.
So What is Supraliminal?
Supraliminal messages use particular stimuli that can reach both the conscious mind and the subconscious mind. While one will be aware of the signal enough to notice it, they may not understand or see its impact on their behavior.
It’s easy to see an ad and know what the ad is promoting, but a supraliminal strategy touches the subconscious mind as well to make the person think about other things related to the message.
One study of this method involved the sales of wine as related to the type of music played in a setting. When the researchers played French music, they found that the French wine substantially outsold German wine.
However, when they switched to German music, buyers were more likely to purchase the German wine as opposed to the French wine.
This experiment is one instance where the people involved were consciously aware that music was played, but they were not aware of its effect on which wine they chose to buy.
Supraliminal messages can be sent in many other ways, such as your choice of words. Certain words grouped can cause people to think of an entirely separate concept.
A good professionally-used example of this is a tactic that made people think of a rainbow. Very simply put, one could include words such as sky, rain, colorful, and clouds to accomplish the idea of a rainbow in someone’s mind.
Supraliminal messaging is much easier to accomplish that subliminal messaging. Supraliminal messaging allows people like professionals in advertising to use very straightforward methods, while subliminal messaging requires a professional to embed sounds or images that the everyday man will not consciously pick up on.
How Does it Work?
Both subliminal and supraliminal messaging can be successful due to the concept of the semantic network. In its most basic terms, the semantic network can be described as a series of nodes that hold similar or related information all connected.
In this network, every concept we know is represented as a node. The semantic web makes connections from idea to concept using relations between each one.
For example, one semantic network might connect various animals due to the connections made. You can come up with these connections quickly and naturally in your mind, or you can process them on a piece of paper by writing the main word and drawing lines to connect to other words.
If you start with the word “mammal,” you can draw a line to the word “animal.” From there, you can connect to another animal that is not a mammal because of the relational terms used.
The semantic network also allows you to connect words, ideas, and concepts from different angles. You can join a bear and a cat together simply because they are both mammals, but you can also connect them because they both have fur.
Supraliminal messages can have an impact on our consciousness and subconsciousness by using this network to activate one area. Doing so, subsequently activates other regions. Once we think about a cat, our mind starts to think about other connective words and concepts.
The best way to solidify this concept is to think back to our previous rainbow example. No one spoke the word rainbow, but due to the semantic network, the words colorful, clouds, rain, and sky all caused individuals to think of a rainbow.
Priming
Both subliminal and supraliminal messaging using a technique called priming to make the whole process effective. Priming is an increased sensitivity to specific stimuli. The method uses prior exposure to a related visual or audio message. In the case of supraliminal messages, these messages may use things like word association or music.
There are a few different types of priming that are used, all of which have different levels of effectiveness and various strategies.
Semantic Priming
Semantic priming works by strategically using the connection between the prime and target words. These words are carefully chosen due to their relation to one another. For example, the prime name dog pairs with the word wolf because the animals share many characteristics.
Visual Priming
Visual priming is a little more complicated than simple word association. When using visual priming, individuals do not use other stimuli types, like verbal or semantic. It’s merely visual. Visual priming is known to be more effective when used with supraliminal messages as opposed to subliminal messages.
When using visual priming for supraliminal messages, researchers have found that the effects are longer-lasting and have stronger impacts on behavior.
Visual priming often uses a specific type of priming called masked priming. Masked priming is a far more complex technique that invokes the use of images and the “####” symbols before and after the prime image.
Though the technique itself is challenging to grasp, the process has shown to increase naming accuracy by about 35%.
Subliminal mere exposure (SME) also falls under this category as a way of increasing preference or positive connotation of an object or idea.
Response Priming
Response priming uses the method of exposing individuals to a rapid succession of the prime and the stimuli. This process uses speedy intervals of 100 milliseconds or less, presenting them to the subject and pairing them with an alternative or identical motor responses.
This tactic conditions a subject’s responses to things by presenting a conflict or interference. The conflict provides researchers with measurable effects and delivers data referred to as response time and error rate. The response time refers to how long it takes for the subject to respond to the stimuli, while the error rate measures the effects of a prime on the subject’s recognition of it.
Perceptual and Conceptual Priming
This type of priming deals with the physical relation of the target stimuli and the prime. Perceptual priming does not necessarily depend entirely on an object’s size, but certain studies have recognized that changing an object’s size can have an impact on old-new shape judgment.
These kinds of tests and studies have shown that recognition of an object is lengthened with variation in size, and different shaped are stored within the brain’s memory on a specific scale.
This all to say that when exposed to previously perceived objects, the time required to recognize them decreases steadily, and the orientation and alignment of the object is unlikely to affect object-naming performances by individuals significantly – but changes in size can help increase these same performances.
Conceptual priming uses semantics to enhance the meaning of a stimulus by correlating it with objects within the same category. The work jeans can have priming effects on the word t-shirt because these words both fall within the same semantic category.
Positive and Negative Priming
Positive and negative priming refers to the speed that stimuli are processed. A positive prime will make processes faster, while a negative prime uses a distractor to hinder operations. Positive priming is unique because it can occur whether the stimuli are experienced consciously or subconsciously.
Positive priming deals with control stimuli, while negative priming uses ignored stimuli. These previously ignored stimuli are purposefully inhibited and are used as distractors. Eventually, previous distractors become the new target, which slows the response time due to the association used beforehand.
Associative and Context Priming
Perhaps the easiest of the tactics to understand, associative priming uses two objects that are often associated with one another, even if they don’t share semantic features. One excellent example of this is the words cat and dog.
Though cats and dogs do not share the same semantic features, they are often used in association with one another as common household pets or even in popular phrases or sayings.
On the flip side, context priming attacks the acceleration of a process due to its context. The outcome of an event or situation can be changed due to its context. For example, placing voting booths inside of schools and churches have shown to impact how individuals vote.
Examples of Supraliminal Messages
One effortless way to ensure a better understanding of supraliminal messages is to discuss several models to see their real-life effects simply.
The Amazon Logo
The Amazon logo is one that has become recognizable worldwide, but did you know that it is actually a supraliminal message? This is because it uses an obvious and direct tactic of getting a more profound message out.
While we all know that Amazon sells basically everything, the logo implements the use of an arrow, which points from the first letter A to the letter Z. In doing it, it lets its customers know that it sells everything from A to Z. However, the arrow also forms the shape of a smile, hinting at the message that customers will have a pleasant and happy experience with the company.
So, though the logo clearly states the company’s name, it also delivers additional messages to convey that it sells tons of products that will put a smile on your face.
Toblerone
Toblerone is a very well-known chocolate bar that isn’t shy about advertising their place of origin, which is the Alps. In their logo, it’s evident to see the word Toblerone presented under a picture of a mountain – giving the nod to the company’s beginnings.
However, what you might not notice at first is that within the mountains, there is a bear cut into the picture. Some would say this is more subliminal than supraliminal, but the idea here is that the message of giving credit to the place of origin is already consciously present.
The bear image simultaneously goes after the subconscious, giving a further nod to the place of origin, which is specifically Berna.
Tostitos
Tostitos is another excellent example of the supraliminal because it puts the image right in front of you in an obvious way that makes you associate the brand with positivity and happiness.
Upon first glance, the logo design of Tostitos looks like just a fun font and some recognizable colors. However, if you look closer at the two T’s in the word, you can see that they’ve been made to look like two people dipping a chip into a bowl of salsa – which is the dot over the I.
Not only does this intelligent design show the product in use, but it also portrays an image of sharing and togetherness, presenting the message that buying Tostitos can be a great way to bring people together in a positive way.
While the message is somewhat hidden, it’s right in front of us in an obvious way. This has allowed the company to connect on both a conscious and subconscious level. And, it might just convince you to buy some salsa to go along with your chips.
Snooty Peacock and Spartan Golf Club
While the first of these is a jewelry company and the other is a golf club, both of these companies have used supraliminal messaging to get particular messages across. Using optical illusions, the companies have succeeded in making you see two things at once – only by putting them right in front of your face.
The Snooty Peacock, upon first glance, features an image of an elegant-looking woman wearing a necklace around her neck. However, when you look again, you can see the image of a peacock with a wide array of feathers.
By using this tactic, the company has succeeded in portraying the elegance, beauty, and uniqueness of the brand, giving the nod to the women who created it along with the women who will wear it.
Using this same strategy, the Spartan Golf Club’s logo features a man swinging a golf club – which is what the club is all about, of course. When you look again, you can see that the same design creates the shape of a face wearing a Spartan helmet, giving recognition to the name of the club.
This apt image not only brings a smile to people’s faces when they realize it’s a two-for-one, but it also relates golfing to the aggressive and robust nature of the Spartan soldier – a connection that otherwise is not very natural.
Sony Vaio
Sony Vaio is a company that works with both analog and digital sectors of their industry, so it’s only fitting that they used this unique aspect of themselves to create a supraliminal logo.
At first glance, the logo appears to just be the word Sony with Vaio underneath in a funky font. However, those who are in the know would notice that this wavy lettering actually displays the symbols that represent digital and analog.
In this instance, we have a supraliminal message that is more targeted at people who are interested in these details and who would know the meaning, as the average person probably wouldn’t. But once you learn what it means, it becomes a pretty cool logo with a direct and clear message.
Le Tour de France
Do you happen to be a fan of cycling? If so, you may be familiar with the logo for Le Tour de France. If you’re unaware, the Tour de France is a huge cycling event that takes place in – you guessed it – France.
Their logo is quite simple. It uses a fun and whimsical font to simply spell out the title of the bike race and features a bright yellow circle just beneath the R in the word tour. At first glance, it seems peppy, lighthearted, and fun. However, when you look closer, you will see a little bit more.
The R in the word tour doubles as an image of a man riding a bike. Not only does the happy yellow circle serve as his front wheel, but the giant O and an oddly-shaped U come together to form the back wheel and the seat, respectively.
This message isn’t subliminal; it’s not trying to trick your mind into buying anything or coming to a certain conclusion. It’s a supraliminal message that states the obvious: there’s a bike race going on, and we want you to smile.
This fun logo does a great job of hitting the conscious mind with a direct message while putting a less obvious picture right in front of you for you to figure out.
Subliminal vs. Supraliminal: Which is Better?
There have been arguments made on both sides of the coin concerning the effectiveness of subliminal versus supraliminal messaging. So, while there is no definitive answer to this question, there are various reasons you can look to on both ends to decide for yourself.
Some experts say that subliminal messages are more effective because they work to control human behavior in a way that is not perceptible to individuals who are unaware. The argument here is that it’s easier to be effective when people do not know they are being manipulated.
The subliminal parts of our minds do not have any reasoning skills, meaning that it doesn’t know right from wrong. Supporters of subliminal messaging say that using this tactic, therefore, allows advertisers to decide for us, as our subliminal mind will take the information as fact – not an opinion or something that needs to be decided on.
However, many people look to this kind of messaging as unethical. Primarily, when you get right down to it, it can be considered a form of mind control. Some people feel that subliminal messages control human behavior to the point where we are no longer making decisions or thinking for ourselves.
Although many see it as deceptive, subliminal messaging is legal in the United States. Various organizations have put out policy statements concerning this tactic, but they are not enforceable by law. At this point, if a company is caught using subliminal messaging, they are likely to face public disgrace, but no legal ramifications.
One well-recognized example of the negative side of subliminal messages comes from the political campaign for George W. Bush in the year 2000.
During this campaign, a political ad came out that featured the word bureaucrats. However, people noticed that before the entire word came on the screen, the tail end of the term which spells “rats” appeared first.
Many took this as an attack on bureaucrats, as the word “rats” typically has a negative connotation. Although the Bush administration denied the intentionality of this visual appearance, there are still several people who believe it was done on purpose.
In fact, psychologists even conducted an experiment to test the effectiveness of a situation like this. These experts titled their analysis: “RATS, We Should Have Used Clinton: Subliminal Priming in Political Campaigns.”
The experiment ultimately determined that the use of the word “rats” increased the negative ratings of unknown politicians. In the same research, using a subliminal photo of Bill Clinton also affected ratings.
The other side of the argument is that supraliminal messages are more effective than subliminal because they are clear and direct. Because these kinds of messages are more outright, experts claim that they are the best way to capture a consumer audience.
Since supraliminal stimuli can be comprehended and understood by the conscious mind, they are believed to be more powerful. Take the Tostitos logo, for example. A consumer can see the bag in the store and read the name of the brand, but once they comprehend the hidden message, they are able to enjoy the effort and connect it with the feelings its meant to evoke.
While supraliminal messages are not always apparent right off the bat, they become clear over time and deliver a signal that you can’t unsee. Not everyone knows that there’s an arrow within the FedEx logo, but once you see it, it’s there for life. Some would say this effect is much more potent than messages we remain unaware of.
Still, more people may agree that supraliminal messaging is better simply because it’s not deceitful. Most people don’t like to be tricked into buying things. We are all aware that advertisements are a necessary evil, but to learn that a company is transmitting inconceivable messages to its public and even loyal customers break down trust, which is a negative trait for many people.
Conclusion
Supraliminal messages use the both of best worlds – the strategic and sophisticated touch on the subliminal and the trustworthy feel of the conscious awareness. Many businesses use this strategy to sell products and conduct market research, making it an excellent tool for anyone looking to be successful.
While subliminal messaging is fresh and exciting to learn about, it’s not always everyone’s cup of tea. Supraliminal messages allow companies to make good use of all the research that’s been conducted on the topic without upsetting the public and their loyal consumers.
Many people are pleasantly delighted when they figure out the hidden messages or pictures found in supraliminal messages. Rather than appearing sneaky, this tactic has an air of cleverness that not everyone is innovative enough to grasp. We can all enjoy the effort and time put into one of these intelligent advertising techniques.