Squint and shake your head and you may see it (looking daft while doing so is also a distinct possibility) Coca-Cola's risque artworkĪ glistening Coke bottle surrounded by ice and sporting the tagline 'Feel the curves'. Keen not to lose out on the visibility of this lucrative partnership, the cigarette brand decided to make the most of a legal loophole.įorbidden from plastering the car with the Marlboro logo, the brand opted to stamp a rather peculiar barcode on Ferrari's racing cars.Īt first glance, this may look like an odd decision, but the barcode bore more than a passing resemblance to the Marlboro logo when flashing past F1 spectators at home and on the track.
When the EU banned tobacco advertising in July 2005, Marlboro was a sponsor of Ferrari - one of the most successful Formula One racing teams. By one definition, it is: "The use by advertisers of images and sounds to influence consumers' responses without their being consciously aware of it." Marlboro - a blur of ingenuity The definition of subliminal advertising is quite broad. The effectiveness of subliminal advertising is still up for debate and it's been illegal in the UK, America and Australia since 1958. The first reported subliminal ad was from 1947, spotted on a twirling sign urging viewers to buy war bonds in a Daffy Duck cartoon.
Subliminal advertising has, historically, occupied a legal grey area, not least because it's not clear when hidden messaging might be coincidence or simply 'pareidolioa' (the phenemonon of the mind perceiving a familiar pattern where none actually exists).īut the murky marketing waters are not only populated by tinfoil-hat wearing conspiracy theorists, as some cunningly crafty marketers have indeed intentionally set out to influence their audience by hidden means.
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