Main Subject - Business

As author of a book defending advertising against its many social and economic critics,* here is the one question I am most frequently asked: “What about subliminal advertising?,” to which I typically respond: “What about it? It doesn’t exist!”

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

That’s the short answer. Some elaboration is required.

The term “subliminal” means beneath the threshold of perception. Many things are subliminal, such as the circulation of our blood, which we normally do not feel, experience, or perceive mo

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

ing throughout our bodies. And it is possible to have our skin touched in such a way that we do not notice the touch. Subliminal advertising, however, is supposedly the power to motivate action based on something that no one can perceive, such a

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

a message flashed on a movie or television screen at 1/3000th of a second or the word “sex” unrecognizably embedded in ice cubes in a liquor print ad. James Vicary and Wilson Bryan Key, respectively, are the two proponents of these claims. Mark

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ting professor Stuart Rogers argues that Vicary’s movie theater “experiment” was a hoax.

The notion of subliminal perception is a self-contradiction because it is not possible to perceive something that is beneath one’s threshold of perception.

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

Add to this the fact that advertisers exert great effort to make their messages blatantly explicit—innuendo, sexual or otherwise, is intended to be noticed—and you have no grounds for the subliminal advertising complaint. Critics are never satis

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

fied, though, so they now talk about “semi-subliminal” advertising and “secondary imagery” that is often missed on an initial look. The latter is just a variation on the subliminal-embed theme of Wilson Key. The former is what Ayn Rand would cal

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

an “anti-concept.” Either something is above the threshold of perception or it is not; it cannot be half-way between. There are, of course, levels of perception, once above the threshold, but the lower the level, the less likely we are to be in

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

luenced by the message.

Repetitiveness is then thrown into the mix with the argument that we are manipulated by a constant repetition of ads that makes us change our desires without being aware of the process. Hmm. There are quite a few influen

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

ers in our lives who use repetition to get us to change our minds (or to reinforce a value or view we already hold): parents in relation to their children, teachers in relation to their students, journalists in relation to their audiences, and,

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

h yes, politicians—who have been known to use many different communication techniques to win votes—in relation to their constituencies. As I say in my book, when it comes to ethics and taste in communication, advertisers can hold their own again

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

st any of these four groups of influencers. Advertising just happens to be a convenient fall guy.

Then there is the flap last winter over Kentucky Fried Chicken’s alleged subliminal advertising. A code word was inserted in one frame of a thirty

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

second commercial. When taken to KFC’s web site, the code word would produce a coupon for a Buffalo Snacker sandwich. ABC thought it was subliminal advertising and only ran the commercial minus the frame containing the code word—despite KFC’s wi

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

e publicizing of the stunt and their obvious desire for everyone to go looking for the code word. That the commercial had to be recorded and played slowly enough to view each individual frame speaks volumes about the people who still want to bel

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

eve in subliminal advertising. Their motivation, as I demonstrate in my book, runs deep and is rooted in hostility toward capitalism, egoism, and, ultimately, reason.

Failure to understand the nature and causes of one’s emotions and, more gener

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

lly, ignorance of the influence of the subconscious on one’s conscious perceptions are the sources of belief in subliminal communication. A commercial showing a sizzling T-bone steak, for example, at 5PM may trigger salivation in some, perhaps m

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

any. Why? Because of the viewers’ stored evaluations of steak as deliciously satisfying when hungry. A person who has just eaten, however, will not react that way. And a vegetarian may react with indifference or even indignation. The contents of

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

our subconscious minds can indeed be triggered by conscious (not subliminal) perceptions, but the material in the subconscious is a conclusion that was drawn—an evaluation made—some time earlier. Hmm. All this hostility toward advertising, capit

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

lism, egoism, and reason must be triggered by “subliminal” communication from the parents, teachers, journalists, and politicians who repetitiously harp about those institutions’ alleged flaws and evils!

*In Defense of Advertising: Arguments fr

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

m Reason, Ethical Egoism, and Laissez-Faire Capitalism (Westport, CT: Quorum Books, 1994; reprint, Claremont, CA: TLJ Books, 2007). More information about the book can be found at tljbooks.com

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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