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Publicidad subliminal y su uso en medios de comunicación Saltar al contenido ¿Sabías que las grandes marcas son capaces de venderte sin que te des cuenta? Lanzan mensajes que tu cerebro procesa de forma inconsciente y se aviva tu deseo de compra. Esto que parece de brujas es real como la vida misma y se llama publicidad subliminal . Quizá ya sabes que existe y es muy utilizada. Pero como realmente no te das cuenta de cuándo está, te surgen mil dudas: ¿en qué consiste? ¿Cómo lo hacen? En Gestion.org hemos decido dar respuesta a esa mezcla de dudas y curiosidad. Por ello hemos escrito este post donde te explicamos qué es la publicidad subliminal y veremos ejemplos reales de su uso .
¿Qué es la publicidad subliminal? Comenzamos con una definición:
La publicidad subliminal consiste en un mensaje que se produce por debajo del umbral de percepción consciente, generalmente con imágenes y sonidos, y que hace que el usuario inconscientemente reconozca y se interese por el producto.
El mensaje subliminal puede incitar al consumo del producto (o servicio) que ofrece la empresa que envía dicho mensaje. Los ojos no ven y los oídos no escuchan, pero el cerebro sí se da cuenta del estímulo , lo que hace que tu insconsciente se sienta atraído.
Los primeros estudios sobre publicidad subliminal La publicidad subliminal es bastante antigua pero nadie hablaba de ella hasta que James Vicary hizo algunos experimentos en 1957 para comprobar su eficacia. La empresa protagonista del experimento de Vicary fue Coca-Cola. La prueba consistió en intercalar dos fotogramas de Coca-Cola y palomitas de maíz, lo que llevó a mayores ventas de la bebida, pero sobre todo de palomitas de maíz . Es cierto que estos porcentajes podrían deberse no solo a la unión de estos dos fotogramas sino también a otros factores, por lo que en muchas ocasiones se desconoce si la publicidad subliminal es una realidad o simplemente un mito. A pesar de eso, en muchos países se prohibe este tipo de publicidad, ya que se consideran inadecuado que los anuncios subliminales puedan incitar a la compra de un producto. Lo ven como si esa incitación a la compra fuera manipular la voluntad del cliente. De hecho, la publicidad subliminal en España es ilegal .
Tipos de publicidad subliminal No todos los mensajes subliminales son del mismo estilo ni se centran en lo mismo. Básicamente hay 6 tipos de mensajes:
Ilusiones visuales : aquí se trata de tener imaginación y jugar con las líneas de las imágenes y los espacios de tal forma que recuerden algo diferente de lo que es en realidad. Siguiendo con el ejemplo de Coca-Cola, muchos insinúan que la silueta de la botella de Coca-Cola evoca un cuerpo de mujer.Imágenes con doble sentido : son imágenes con un determinado significado pero que dan a entender algo diferente. Aquí podríamos destacar el logotipo de Amazon. Debajo de las letras hay una flecha curva. Esta flecha evoca una sonrisa y va de la A a la Z de la palabra. El recorrido de la A a la Z viene a decir que en Amazon puedes encontrar de todo.Imágenes camufladas : son aquellas que están en escondidas en el contexto de otra imagen. En estos casos las connotaciones sexuales son muy frecuentes.Ambientación con luz y sonido : consiste en construir un ambiente que lleve a sentir ciertas emociones mediante la combinación adecuada de luces y sonido.Alta intensidad de luz y sonido : se utilizan estos recursos para hacer destacar un determinado elemento y darle más protagonismo.Emisiones de alta frecuencia : quizá este es uno de los tipos de publicidad subliminal más controvertidos. Esto se da cuando se introducen imágenes o audio a alta velocidad. Esto se suele hacer en películas, series de televisión o anuncios publicitarios. Los mensajes de publicidad subliminal se dirigen al inconsciente de las personas que los perciben y pueden darse mediante la presentación de manera disimulada de un estímulo o mediante la emisión de ese estímulo en un tiempo o espacio breve de baja intensidad. La publicidad encubierta puede incorporarse en muchos medios, como de hecho sucede con las emisiones de alta frecuencia (el último tipo de publicidad descrito). Incluso se puede incorporar en la música . Gran parte de la publicidad subliminal tiene connotaciones sexuales. El impulso sexual atrae a muchos consumidores y eso lo aprovecha el publicista.
Ejemplos reales de publicidad subliminal Hemos llegado donde estabas deseando. La mejor forma de entender la publicidad subliminal es ver la aplicación que las marcas hacen de ella. Primero veremos unos ejemplos aplicados a los anuncios y al cine, y después nos iremos a dos de las empresas más populares del mundo: Coca-Cola y Disney .
1. Publicidad subliminal en anuncios Los mensajes camuflados son un clásico en los anuncios. Uno de los más conocidos es la imagen del helado Magnum Light . El dibujo del plástico que envuelve el helado muestra la silueta del cuerpo desnudo de una mujer. Esta silueta tan perfecta está formada con dos helados Magnum unidos por la parte superior. Desde luego es una buena forma de mostrar el cuerpo que se puede conseguir consumiendo la versión light de este producto. Además esta silueta contrasta con la bomba calórica que es un helado Magnum. Pero su versión light nos sigue deleitando con su sabor y además nos ayuda a tener una figura envidiable. En el siguiente vídeo verás la imagen descrita de Magnum Light y también de otras compañías como Kappa, Camel o Kentucky Fried Chicken. VIDEO
2. Publicidad subliminal en el cine La publicidad subliminal existe en el cine desde sus primeros tiempos . Sí, aunque no lo parezca, los inventores del cine fueron los hermanos Lumière y ya ellos comenzaron a introducir publicidad subliminal en esas primeras películas de principio del siglo XX. El mensaje subliminal introducido en el cine se basa sobre todo en la aparición de marcas publicitarias durante el transcursos de las películas . La aparición de una marca en una película conocida le da mayor visibilidad e incluso puede hacer que el público sienta más curiosidad por ella y quiera comprarla. En el siguiente vídeo te mostramos algunos ejemplos de marcas que se han anunciado en películas. Merece la pena verlo porque se muestran películas muy antiguas de los principios de la industria cinematográfica. Allí la publicidad era muy visible, pero conforme pasaban los años la iban metiendo de manera más encubierta. VIDEO
3. La publicidad subliminal de Coca-Cola Hablar de los mensajes subliminales de Coca-Cola puede ser algo interminable. Hay muchas interpretaciones acerca de los posibles mensajes ocultos de esta empresa. Y si decimos ocultos es porque Coca-Cola nunca ha reconocido haber utilizado este tipo de mensajes. En este vídeo te mostramos uno de los teorías más extendidas sobre los mensajes sublimanales de Coca-Cola. El misterio está en su logotipo, en el que se pueden llegar a apreciar tintes racistas. Esta interpretación se basa en girar 180º el recipiente y unir las letras. El resultado es un hombre blanco en la parte superior que escupe en la cara de un hombre negro, que se encuentra en la parte inferior. No obstante es difícil ver esto y no deja de ser una interpretación subjetiva. VIDEO
4. Publicidad subliminal en Disney También a Disney se le ha sacado bastante punta en cuando a mensajes subliminales se refiere. Algunos de los muchos ejemplos que podemos poner de esta firma son:
El propio logotipo de Disney , donde aparecen 3 números 6 en las letras de «Walt Disney», siendo el número 666 uno de los atribuidos a Satanás. Una escena de la película «Pocahontas», donde aparecen dibujos colgados en la habitación de la niña. A simple vista parecen dibujos infantiles, pero hay algunos con ciertos atributos sexuales. El mensaje sexual parece bastante frecuente en las películas de Disney. Además de en la película anterior podemos verlo en otras muchas, como, por ejemplo:
El Rey León. Enredados. Toy Story. Hércules. Los Rescatadores. La Sirenita. Algunos fotogramas y juguetes de Mickey y Minnie. Si quieres ver cuáles son los supuestos mensajes subliminales de las animaciones de Disney, te recomendamos el siguiente vídeo. VIDEO ¿Qué dice la compañía Disney de todo esto? No hay mucha informacion al respecto y solo podemos hablar de las declaraciones de Tom Sito, un antiguo dibujante de Disney, en las que desvela el verdadero significado de algunos de los mensajes supuestamente sexuales. Tomando el vídeo anterior, verás que en una de las escenas de «El Rey León» aparece la palabra «Sex» dibujada en el cielo. Sito dice que no es así, que lo que de verdad aparece es SFX, que son las siglas del departamento.
¿Qué opinas de la publicidad subliminal? Terminamos nuestro artículo abriendo un espacio de opinión sobre este tipo de publicidad ya que existe mucha controversia al respecto. Hay quienes la consideran muy efectiva, sin embargo otros no están de acuerdo y afirman que no se vende simplemente atrayendo con el sexo u otros factores subliminales. ¿Cuál es tu opinión sobre la publicidad subliminal? ¿Crees que es realidad o simplemente son ganas de sacarle punta a todo? Si realmente estás convencido de que existe, ¿piensas que funciona? Esperamos tu opinión en los comentarios para enriquecer este debate tan interesante.