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The Short Copy Ad. A picture is worth’a thousand words. In this case, it may be worth more (see| previous page). At the conscious level, the picture shows one hand (on the ‘lower left) holding a bottle and the other hand (in the upper right) ready. to shave} ‘off part of the wooden bottle top. There ‘is another side to this syncretistic (two- sided) image, but it's. predictably repressed: a male genital (formed by the left hand) about to be castrated by the| knife hand held in the right hand. This| ad exploits castration and rejection fears. By the way , see the dog |in the lower right, just below the bottle? Why did| they put an awl through his head? Figure-Ground Reversals. Two faces, a vase.- or both? (fig 1) This figure-ground reversal can be seen either| way. The mind flips back and forth, viewing one image or the other. Few people can see both simultaneously. Death Sells. \Airbrush-created ice cubes in the Johnnie Walker ad (fig. 2) have monsters, skulls, and other gruesome sights. The subliminal appeal of this ad is so strong, they don't even bother to show the product. Case of the Missing Person. How many people do you see in the| Jantzen ad? (fig. 3) Two? There/s really three. The third is a woman, just off camera, with her hand on the hip of the| female model shown in the picture, This subliminally suggests a "ménage a trois.” She's wearing his trunks (with a zipper) and he's wearing hers - a sex role reversal. PS: Can you find the face] tmunks. They have wrinkles in the front and they would have to be six feet long. There is a third hidden in this ad? are sagging. Considering the high cost of model entirely off camera - with the exception of It's the Rit advertising and the importance of how the product her hand resting on this erogenous zone. § the nitz. | — looks, it's surprising that neither Jantzen nor their According to Dr. Key, this suggests the possibility Sex embedded in your Ritz cnckers, agency demanded a better fit or took the trouble to of ménage da trois relationship - a man and two (fi ig. 4) | _ airbrush out the wrinkles and the zipper. women. The Old Bat. The zipper? - on a woman's suit? It seems like Just in case that failed to push enough someone made a terrible mistake when this ad was subconscious buttons, an artist airbrushed a face When the advertisers for Yago Sant’gria photographed. For she's wearing his trunks. And — into the surf. See if you can find it. Located right (fig. 5) concealed a Vampire bat - almost! his are too snug and, oddly, match the design of — between the female model's legs, it appears to be a no one saw it. But the old bat penny her top. In other words he's wearing her suit and face with the cheeks puffed out, blowing on a sold a lot of wine. she's wearing his. sensitive portion of her anatomy (sce diagram). Take Advantage of a Softie. : It's no accident, however. It's an intentional This subliminal "embed" (embedded image) is ns . sex-role reversal calculated to be consciously only one of many, many ways used to invade your Parkay Margarine’ least memorable ad} screened out but which will be instantly perceived consciousness. In two seconds or less - subliminal (fig.6) exploits a housewife's! atthe unconscious level. seduction. subconscious fears of losing her husband Whoever created the ad - probably an ad How do subliminals work? The answer is that and subliminally suggests a solution -} agency art director - took the ad several steps no one really knows. The reason for this is castration. further to be sure its subliminal appeal sold simple: no onc knows exactly how the brain . A bathing suits. Look at the female hand resting on —_ works. Despite our vaunted knowledge, scientists AITIETICA = Favorite Cancer, the female model's hip. Who does it belong 10% —_do not fully understand the processes that go into (Fig. 7) "Cancer" retouched into the At the angle show, it couldn't belong to the raising and lowering a finger. But that doesn't 8 8 B hockey glove. ees ‘| female torso in the picture. The model's arm mean subliminal advertisements don't work. trunks. They have wrinkles in the front and they would have to be six feet long. There is a third are sagging. Considering the high cost of model entirely off camera - with the exception of advertising and the importance of how the product her hand resting on this erogenous zone. looks, it's surprising that neither Jantzen nor their According to Dr. Key, this suggests the possibility agency demanded a better fit or took the trouble to of ménage da trois relationship - a man and two airbrush out the wrinkles and the zipper. women. The zipper? - on a woman's suit? It seems like Just in case that failed to push enough someone made a terrible mistake when this ad was subconscious buttons, an artist airbrushed a face photographed. For she's wearing his trunks. And _ into the surf. See if you can find it. Located right his are too snug and, oddly, match the design of between the female model's legs, it appears to be a her top. In other words he's wearing her suit and face with the cheeks puffed out, blowing on a she's wearing his. sensitive portion of her anatomy (sce diagram). It's no accident, however. It's an intentional This subliminal "embed" (embedded image) is sex-role reversal calculated to be consciously only one of many, many ways used to invade your screened out but which will be instantly perceived consciousness. In two seconds or less - subliminal at the unconscious level. seduction. Whoever created the ad - probably an ad How do subliminals work? The answer is that agency art director - took the ad several steps no one really knows. The reason for this is further to be sure its subliminal appeal sold simple: no onc knows exactly how the brain bathing suits. Look at the female hand resting on —_ works. Despite our vaunted knowledge, scientists the female model's hip. Who does it belongto\ —_do not fully understand the processes that go into At the angle show, it couldn't belong to the —_ raising and lowering a finger. But that doesn't female torso in the picture. The model's arm mean subliminal advertisements don't work. NEXUS #13 APRIL-MAY 1992