The Times of London, very recently, carried that old hoary story “Subliminal advertising may work, but only if your paying attention”

I do wish that somebody would put an end to one of the great advertising myths of the twentieth century.

The Times then chose to editorialise about a non-running story, “Smoke Signal Puffs. The real news of how to pass secret advertisements and influence people.”

The fact of the matters is that the whole story of subliminal advertising first broke in America, two enterprising young men dreamt up the scheme, however the word “dreamt” is the key to the whole myth…that’s all it was, a dream.

There was no research, there were no subliminal advertisements embedded in cinema movies, in fact the whole thing was a hilarious scam…that’s all.

But the damage it has caused!

Firstly let us review the role of advertising. Marketing applies advertising to the selling of goods or services, so, what is advertising? It is nothing more than a form of learning, the advertiser is saying to his audience, learn about my product/service and then please change or modify your behaviour.”

Well then, what is learning?

Most educationalists today say that real learning is about answering a question or solving a problem. The questions can range from the immense to the trivial, however when we have no questions we need no answers.

Apply questions and an understanding of human behaviour to the marketing of products, then you start to have real communication taking place. But back to the damage it has caused.

Firstly it makes it sound as if the process of advertising is far too easy, it is, to the extent that advertising agencies choose to ignore some human behavioural aspects of the communication process, those of selective perception and selective exposure. Both of which invalidate most advertising messages!

How many times have I attended meetings where the Creative Director, in an attempt to justify weak creative thinking says proudly, “It is almost subliminal…”

And the poor old Client, judging that they (the advertising agency) are the experts, and they know what they are talking about, goes along with it. Committing millions again, into the non-accountable dustbin of advertising!

Of course it contributed to the myth as to the invincibility of advertising, allowing advertising agencies to completely ignore the growing clamour for some form of accountability, which, in turn as bought us to the position we are in today.

Today’s marketplace is different and all the old certainties are gone. To be effective in your communications it is sound advice to start with the premise that you know nothing about the people that you believe your product is aimed at.

Advertising has become too parochial, too introspective, too convinced by its on hyperbole.

However when we shift our attention from the out-dated, discredited practice of advertising, and focus on its replacement, interactive communication, then all the old rules of the game (were there any?). change.

Interactive Communication, properly executed, more resembles an ancient bazaar than fits the business models companies try and impose upon it.

People respond to interactive opportunities because it seems to offer some intangible quality long ‘missing in action’ from modern life.

In sharp contrast to the alienation wrought by homogenised broadcast media, interactive opportunities provide a space in which the human voice would be rapidly rediscovered.

But, from the Clients point of view, Interactive Communication is far more cost effective, and allows Clients the attractive opportunity to, substantially, reduce their horrendous advertising/marketing budget whilst, at the same time becoming far more effective in all of their communication objectives!

Which method do you choose?

Interactive communication or regular advertising?

The choice is yours