5/25/25
Subliminals have the power to change one’s mind about anything, no matter how stubborn they may be. Subliminal messages are sensory cues that bypass the conscious mind and influence the subconscious mind such that their presence and effects are unnoticeable. They can appear in many forms. For example, in subaudible messaging, audio is played at a very low volume so that the conscious mind can’t hear it, but the subconscious mind can. Given that 95% of the human mind is subconscious, subliminals are powerful in influencing an individual’s thoughts, emotions, and actions, consequently affecting the mentality and health of mass populations.
Backmasking is a method of reversing and hiding audio tracks in music. While consciously making sense of the words isn’t possible, the subconscious mind will understand the messages perfectly fine. Many popular songs contain backmasked messages. While they are not all negative messages, there is still widespread concern about the misuse of this technique. Rock music released with controversial backmasking, such as Styx’s album “Kilroy Was Here,” prompted government regulation. Explicit labeling became mandatory in 1983. Since the backmasked words add little value to the listener’s experience, musicians need to avoid this practice.
Subvisual messaging, another form of subliminals, displays images on the screen for a split second. Similarly to how the conscious mind does not notice black lines passing between movie frames, it is too slow to register these images. When subtly included in a favorite movie, it can trigger irrational fears, such as being afraid of train rides. Subliminal messages are not just limited to films. They are found in all kinds of media, playing a vital role in the economic and political climates of countries.
When slipped into advertisements, they can subtly attract customers. With priming subliminals, advertisers can influence people to associate two ideas together. For example, the word “success” followed by the image of an expensive car encourages viewers to associate success with material wealth. McDonald’s, the largest restaurant chain in the world, has built its way to the top largely from its successful advertising campaigns. For example, using car headlights for subvisual messages and scented billboards to stimulate the senses, the company finds creative ways to attract customers. From a marketing perspective, subliminals are clever and exciting, keeping advertisements fresh and engaging. However, from a customer and health perspective, it might be considered a violation of an individual’s right to choose whether or not they want to buy a large box of fries.
Most of today’s subliminals might be limited to food commercials and obscure allusions in songs. However, the sneaky nature of these messages allows for the large-scale influence of media consumers. While some argue that opinions and influences can be found everywhere, whether through words, images, or other explicit forms of communication, what makes subliminals especially powerful is their obscurity. While listening to a favorite song, consider the possibility that it may be influential beyond conscious thought. As media consumption is expected to grow, especially with various immersive technologies like Virtual Reality (VR), producers must make conscious choices to protect consumers’ vulnerable minds.