The Ethics of Subliminal Advertising
As we’ve discussed in class this semester, the existence of rhetoric has always been paired with controversy around ethics. There are obviously many types of rhetoric from political speeches to sales pitches, but the associated controversy always boils down to navigation of the fine line between persuasion and trickery. One of the best examples of an ethical dilemma in modern rhetoric is subliminal advertising.
Subliminal ads come in many forms, but one of the most popular methods is subtle photo editing. The photo included in this post is a picture of the former Milwaukee Brewers logo. The logo is designed to resemble a glove catching a baseball, but upon closer inspection the letters “M” and “B” are included as part of the glove image. This example is obviously not unethical but more of a clever way to incorporate the team’s initials into its brand. However, some forms of subliminal ads raise serious concerns among consumers.
In the 1950’s a TV ad for a board game called Hūsker Dū began airing to the public. The ad at face value seems ordinary, but there are a few frames inserted throughout the commercial with phrases like “get it.” While these phrases aren’t explicitly noticeable to the viewer, the purpose is to alert the viewer’s subconscious and convince them to buy the game. This is a horrifying concept to many consumers, mainly because such techniques have the potential to take away consumer freedom. How much of a choice does someone have in purchasing a product if the advertisers are trying to convince them through subliminal techniques instead of traditional persuasion?
The gray area around subliminal advertising is astoundingly large. For decades, consumer researchers have known that certain colors can stimulate consumer’s hunger, primarily red and yellow. Now think about all of the fast food brands that use those colors: McDonald’s, Burger King, Hardee’s, Pizza Hut, the list goes on. Should consumers be concerned about the ethics behind these subtle marketing approaches? It’s hard to say, but with this information in mind, it is important as a consumer to recognize when advertisements push ethical boundaries.
