SURROGATE&

SUBLIMINALADVERTISING

Duplicating the brand image of one product extensively to promote another product of the same brand

The literal meaning of ‘Surrogate advertising' is copying the brand image of one product’ to promote another product of the same brand.

The advertisement which is banned by the law of the land. Liquor and tobacco companies often advertise their products in this clandestine manner.

Carrying out heavy advertising so that consumers

do not forget their liquor brands.

• Cable TV Networks (Regulation) Act, 1995, (CTNRA), Rule 7(2)(viii)(A) of the Advertising Code states

Reasons for companies using surrogate advertising

Circumvent a ban on direct advertisements of particular products.

With the same brand name, sponsoring community events, issuing public service announcements, or sponsoring sports teams.

Companies want to build an image of social responsibility.

•  Some states allow liquor to be sold through retail outlets.

• Radico Khaitan is planning to tie up with the Future Group to distribute its liquor brands through the Big Bazaar outlets. 

SUBLIMINAL Advertising

• Subliminal advertising is a technique of exposing consumers to product pictures, brand names, or other marketing stimuli without the consumers having conscious awareness

• It is the use of images and sounds at a speed or frequency that does not allow us to perceive them consciously but that we perceive unconsciously bypassing in this way our judgment and evaluation filters at an intellectual and conscious level.

History

• In the 1970s, Wilson Bryan Key wrote such books as Subliminal Seduction and Media Sexploitation in which he claimed subliminal sexual symbols

• One of Key’s most famous claims is that the word sex was often embedded in products and advertisements.

Which company has used subliminal advertising

• Walt Disney• Pepsi• Coca Cola• Ford• and many

others.

The Pepsi Cool Can

In 1990, Pepsi actually withdrew one of its Cool Can designs after someone protested that Pepsi was subliminally manipulating people.