Philippine E-Journals

Sublimal Advertising as a Strategy of Enticing Consumers in Ayala Avenue, Makati City

Michael Eryl Ternate | Lyda Gail Suyu | Diana Jane Collarga

 

Abstract:

This study identified and defined subliminal advertising and practices in the local setting. The phenomenon of priming advertisements with subliminal signals is, and has always been, a controversial topic. Using a qualitative method of research, the study identified the characteristics of subliminal advertisements that entice consumers, the success of how these messages were received, as well as, the issues and concerns included in this phenomenon. The researchers used focus group discussion and key informant interviews on 12 participants and four advertising representatives using a validated interview guide as reference. The results showed that different polarized reactions were garnered when people were subjected to subliminal advertisements, that there were known enticing factors of subliminal advertising, and known issues and concerns surrounding this technique of advertising. The researchers recommended for the advertising agencies to always understand the consumers and their welfare and for consumers to practice smart buying technique. Likewise, the researchers recommended that future researchers study further this phenomenon as many more ideas and data were not covered by this study.