Between The Lines
You may be using subliminal advertising and not even know it.
When President George W. Bush's campaign supporters created the now-infamous TV ad where the word "Democrats" morphed into the word "rats" for a split second onscreen, media headlines nationwide accused the W. camp of using subliminal advertising. Drew Eric Whitman, author of How to Create Power-Packed Ads, Brochures and Sales Letters that Make Money Now, (Whitman Strategic) disagrees, saying, subliminal advertising is something we're not consciously aware of by definition. Whitman, founder of Whitman Strategic, a Philadelphia firm that teaches businesses how to make their advertising more effective, debunks some common misconceptions about subliminal advertising-such as the much-publicized claims that hidden messages are embedded in everything from print ads to movies.
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 Beware bad buzzIn The Anatomy of Buzz (Doubleday), veteran marketing exec Emanuel Rosen warns that customers speak freely about bad buying experiences-telling an average of 10 people, depending on the company. | ||||||
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Subliminal advertising isn't as devious as that. In fact, Whitman says, some of the most common advertising techniques used by many businesses work subliminally.
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