Subliminal Messages and Weight-Loss Ads: Problematic for Society?

Advertising and public relations have been criticized continuously for years for numerous reasons. Some people believe advertising is too influential over society, while others believe public relations is a field set out to spin anything to make their clients look good. Some of the criticisms may not be valid, while others require further investigation. This paper will look further into subliminal messages and weight-loss advertisements, the problems they pose for society, and possible solutions to those problems.

The concept of a subliminal message has captured the interest and imagination of consumers since the idea was first introduced in the 1950s. In basic terms, subliminal advertising is when images "flash too quickly for the conscious mind but nonetheless register unconsciously.[1] Some consumers are fearful that advertisers have found a way to get into their mind, and sway opinions. When subliminal advertising first came about, there was uproar, and Congress even introduced legislation that would make it illegal. However, it was decided that you could not outlaw something that could not even be seen.

Subliminal advertising clearly has a negative connotation in today's society, and in 1991 a study found that 62% of all U.S. adults think that subliminal advertising is constant and deliberate.[2] In 1990, the top story on the topic of subliminal advertising centered on Pepsi Cola. The Pepsi can had a new design for summer, and when stacked a certain way, S-E-X appeared. Pepsi used the defense that this was nothing more than an odd coincidence, and it certainly was not done intentionally. Whether or not Pepsi's assertion was truthful does not matter - the public is still outraged over the idea that companies could still be utilizing subliminal advertising.

Most rational people will tell you that healthy, long-lasting weight loss requires a commitment to a healthy diet and exercise. But turn on the television or flip through a women's magazine, and you may be led to believe that you can lose weight quickly and without any real dedication on your part. This is the world of weight loss advertisements in today's society. There has been in increase in dietary supplement marketing since the 1990s, and most are unproven or pose health risks.[3]

When deciding between products, consumers certainly use advertising to help them make an informed decision. Advertising that includes false or misleading information may alter the consumer's decision making. Unfortunately, it appears that weight-loss advertising is subject to extensive deception. Weight in America is a huge issue. Reports are showing that overweight and obese adults and children are at an all time high. Interest in rapid weight-loss is also at an all time high. More than two-thirds of American adults are either trying to lose weight or to forestall weight gain. [4]

Many consumers have tried numerous methods for weight-loss, and have made little or no progress. They are ready for a "miracle" product that will help them lose weight without making any real commitment. This is where deceptive advertising becomes a problem. They are catering to what the people want, without having any factual basis for the claims that they are making. Consumers are purchasing products that give them false hope. They see a woman on the screen who claims she lost 120 pounds in seven weeks, and they believe their results will be almost as dramatic.[5] They do not see the fine print that says results are not typical.

Subliminal advertising and weight-loss advertisements are problematic for society. Although the efficacy of subliminal advertising has not been proven, it is still a frightening and intimidating concept for consumers. If it is effective, a consumer loses their autonomy and power when making decisions. Advertisers have decided to ignore the concerns surrounding subliminal advertising. They believe if they do not address it people will believe it is not a real concern. For advertisers, this really is a lose-lose situation. If they deny it, people will say they are lying. If they ignore it, people will believe the threat of subliminal advertising is real. Some companies, such as Toyota and Absolut Vodka, have chosen to poke fun at the idea of subliminal advertising.

Whatever route the advertisers choose, they will run into trouble. My recommendation would be to start an advertising campaign that explains subliminal advertising, and makes it clear that studies do not prove this as an effective source of advertising. They can sell anything else, so with a little creativity, they should be able to put the consumers at ease about subliminal advertising.

As was previously mentioned, a large number of weight-loss ads are deceptive in nature. Granted, the Federal Trade Commission and the Food and Drug Administration have begun enforcing laws more so than was done previously, but they are not able to do anything until the advertisement has been run and seen by numerous consumers. Therefore, other preemptive strategies are needed. My first recommendation would be for the FTC and the FDA to start an awareness campaign to get the word out. The two main points for this campaign would be the deception involved in weight-loss advertisements and also what is necessary to lose weight safely and effectively. Through this campaign, people would be warned to take what they from these advertisements with a grain of salt.

My other recommendation would be for the media companies to higher their standards. If broadcasters are screening ads for taste and appropriateness, it should be no problem for them to also screen for facially extravagant claims. Some media companies, such as ABC, CBS, and NBC already do this. It would be wise for other companies to follow suit. The deception will not cure itself, proactive steps need to be taken by the people that are aware of the situation in order to protect the consumer. Until media companies, advertisers, and government agencies start stepping up and being honest, consumers will remain cautious about advertising in general.

[1] O'Barr, William M. "Subliminal Advertising. Page 2/16.

[2] O'Barr, William M. "Subliminal Advertising. Page 9/16.

[3] Tipping the Scales: Weight loss ads found heavy on deception. Page 1.

[4] Tipping the Scales: Weight loss ads heavy on deception. Page 2.

[5] Tipping the Scales: Weight loss ads heavy on deception. Page 10.