Marketing subliminar: descobrindo o lado oculto da propaganda.

Abstract

With the development of manufacturing techniques, products have become increasingly similar, competitive, just describe their characteristics, and their benefits became insufficient to convince the consumer, the focus of advertising has gone from a rational approach to an emotional appeal. In the search for more effective marketing, it comes the subliminal advertising, a form of advertisement supposedly able to convince consumers unconsciously, its main feature is that the individual cannot direct and easily perceive it. The objective of this study is to evaluate people's opinions on the advertisements that supposedly can be considered subliminal. The method used was descriptive-exploratory. The research was conducted from a selected sampling by convenience. The research sample was census and involved 25 respondents. Questionnaire was used for data collection. As a result, it was found that the longer the duration of exposure and level of information regarding subliminal items they become more perceived. It is concluded finally that regardless of the effectiveness of subliminal messages or not, it is important to consider that each person thinks and acts differently and in this way what may work for one will not necessarily work for another person.