Psychology of Brand Creation and Management: Subliminal Advertising

Subliminal messages are concealed messages that are made to follow up on your intuitive personality. They are an endeavour to influence you to think or need something without you notwithstanding acknowledging it. These shrouded messages can be transmitted by pictures blazing amazingly quick on a screen, in pictures inside pictures, in topics, or even in mottos. This paper discusses the effect of the subliminal messages on the sales of companies and the expanded utilization of this device by the advertisers to build their brand and further manage it. Controversial issue comes up when use of subliminal messages in advertising comes into play. While some advertisers and consumers agree that if subliminal messages are real, they show no effect on consumers, others believe that these messages directly affect sales of certain items being advertised. Research in this area is necessary to find out if subliminal messages are real and ethical to be used in advertising today. The methodology undertaken for this research is secondary and the research design is exploratory.