- “PROGRAMMING THE NATION?” - Subliminal Blog & Examples

by Alan Baldwin

Original Article

Ferrari has removed the bar-code part of the paint jobs on its Formula 1 cars because of a claim that it is subliminal advertising for cigarette sponsor Marlboro.

The team said ahead of the Spanish GP: “With Philip Morris International we have decided to modify the livery of our cars.

“This decision was taken to remove all speculation about the so-called “bar code” which was never intended to be associated to a tobacco brand. We want to put an end to this ridiculous story and concentrate on things more important than such groundless allegations.”

Ferrari’s official team name is Scuderia Ferrari Marlboro and is the only team still sponsored by a tobacco company’The argument’s completely pointless, verging on the ridiculous’.

Marlboro branding does not appear on the car but recent media reports have suggested the prominent bar-code design could be in breach of strict European Union laws banning tobacco advertising because it resembled the lower part of a packet of cigarettes.

Ferrari president Luca di Montezemolo hit out at the criticism earlier in the week. “I find this argument completely pointless, verging on the ridiculous, to claim that the colour red or a graphic design which shows a bar code could induce people to smoke.

“At a time when, on the other side of the Atlantic, they are fighting to provide a more equal health service, on the old continent of Europe so-called experts are racking their brains to come up with theories that have no scientific basis.” - Reuters

This is something we created for the film.

On a conscious level this ad promises sexual excitement as a result of the product. Notice the couple embracing and the play on words “hard” and “soft”.

But, according to experts, advertisers often use techniques that stimulate unconscious anxiety or neurosis in the viewer to make a more lasting impact. Particularly in tobacco and alcohol advertising. We all know that people who consume cigarettes smoke more when they’re nervous. So, its perfectly logical that if you can create anxiety in the viewer, you can get the smoker to consume more cigarettes - and also make a more lasting subconscious relation to the product.

So, what is the subliminal effect of this ad? Take a closer look at the man’s lower hand resting against the woman’s lower back. See it?

Benson and Hedges Ad from August Bullock's The Secret Sales Pitch

The lady’s backbone has been carefully airbrushed to resemble an erect male phallus. See it?