I believe that the ad alongside contains a symbolic subliminal message.  Such a message is transmitted via plainly visible objects or images.  If they exist, these messages appear framed to appeal to our baser instincts, fears and faculties.  Their producers would know from testing and research that the target audience would psychologically repress them; but would hope that at least a certain percentage of viewers will, while consciously ignoring or rationalizing them, subconsciously recognize and respond to them.

The controversy surrounding this type of subliminal stems from a long-running debate over the existence and nature of the subconscious; and from the fact that all things in which humans find symbolic meaning (words, numbers, images, music, etc.) can, and most often do, have multiple meanings.  If you doubt that last statement, open any dictionary; you'll see that almost every word listed has multiple meanings.  We attach specific meanings from the context in which we find the symbol.  When Sigmund Freud famously said, "Sometimes a cigar is just a cigar", I think he meant that in some situations people simply smoke cigars; in others they use them as phallic symbols.  Likewise, the objects that convey subliminal meaning in this ad will have different meanings in other contexts.  You need to ask, does this specific context give it a subliminal meaning?

Review the ad, then think about the answers I've provided to the questions beneath it.  If you disagree with my answers, try to determine what you see that I don't; or vice versa.

1. What item are you analyzing? An ad for Tickle deodorant
2. The message you chose to work with is transmitted via (check off all applicable categories)

__X__	written language	_____	spoken language	_____	music	_____	other sound
__X__	image (photo, drawing, etc.)	_____	color	_____	other visual	__X__	other __package shape__

1. The medium used to transmit the message is (check off the type that applies)

_____	book	__X__	magazine	_____	newspaper	_____	mail or e-mail	_____	billboard or poster
_____	TV	_____	radio	_____	film	_____	CD, audiotape, etc.	_____	other _________________

 

Who authored the message?

Unknown

At whom is it targeted?

Women

Is it commercial or non-commercial?

Commercial

In one clear, brief sentence, summarize the message with which you've decided to work.

This deodorant will give you a pleasant tickle.

Are there other propagandistic messages in this item?

Probably

Is the author attempting to elicit a behavior or a belief?

Behavior

Clearly state the behavior or belief the author wants from the target.

S/he wants women to buy this deodorant.

Does the message attempt to manipulate with emotion, reason or both?

Emotion

- contributed by Ravi Kumar