Introduction:

The conventional meaning of "subliminal" is any effect which is perceived from outside of our awareness. In general, subliminal is a word that is used when it is believed that a message is manipulated and has several layers of unseen secret messages in it. We are not sure whether subliminal messages actually execute the role they are meant to. Human mind has the capability to select and gain knowledge of a message that is observed at a subconscious level. A subconscious level means the brain doesnt know its there but it is there. Therefore, it is frustrating to understand the effect of something that the brain doesnt even know exists. The answer is, it stays somewhere in the sub-conscious part of the brain. Now subliminal messages are meant to trigger out sub-conscious part of the brain. Problem Statement: To study the role of subliminal advertising on female consumer behaviour. Research Questions:
What is the role of symbols in influencing the minds of female consumers? What is the role of slogans in influencing the minds of female consumers? What is the role of celebrity endorsement in influencing the minds of female consumers? What is the role of product placement in influencing the minds of female consumers?

Variables: Four variables were taken into consideration for measuring the role of subliminal advertising on female consumer minds. Symbols Slogans Celebrity Endorsement Product Placement

Independent Variable

Dependent Variable

Slogans Symbols Celebrity Endorsement Product Placement FEMALE CONSUMER MIND

Literature Review:

The word subliminal means something that is below the threshold of conscious perception. A subliminal message is embedded in an ad very subtly and the intention of doing that is so it is picked up by the subconscious mind of the consumers and influences the consumer behaviour without the consumer actually realizing. The famous techniques of subliminal advertising are the injection of subliminal signals at such a high rate that it becomes humanly impossible for the consumers eye to detect it. Subliminal messages are supposed to manipulate consequent thoughts and actions of their receiver (Marney, 1984).

Companies use advertising as a means of communication to project a desirable message to the audience that in turn elicits a positive response from them. Advertising is any paid form of non-personal communication about an organization, product, service, or idea from an identified sponsor. (R. A. Peterson, M. C. Merino, 2003) Its not proven that ads create needs. However, it would be safe to say that ads manipulate wants and develop demands. Many experts believe that products are merely produced to satisfy inherent needs. For example - the need to communicate has been satisfied by -

sending messengers, having pigeons, letters, phone, pagers, mobile & so on - the products keep on changing but the need that they address has always been the same (http://anuragdugar.blogspot.com/) According to the Law of Attraction all forms of matter and energy are attracted to that which is of a like vibration. Therefore if a human mind is subconsciously enforced to reiterate words like sex, drugs probability is that these are eventually attracted into the society and personal lives. Although it is an argued law but logically if a human being keeps repeating the same thing he will develop a habit of it.

Methodology: In a qualitative approach, the inquirer often makes informative claims based principally on productive perspectives or backing/participatory perspectives) or both (Creswell, 2003, p.18) Adams, V; "Return of a hidden persuader" talks about this topic claiming that qualitative research includes the calculated use and compilation of a multiplicity of observed resources - case study, personal experience, reflective, life story, interview, observational, historical, and visual texts-that depict routine and tricky moments and meanings in individuals lives.

Considering the amount of research already done for this subject, I have used secondary data to study the variables. My prime focus was to develop a qualitative research where I had to go descriptive. This is such a topic that numbers cant be the primary focus here; therefore I had to identify and study the variables and describe their relationship with the main idea of the topic.

Conclusion:

Symbols:

Symbols have a high recall rate and an association formed with the brand in consumers minds. As per our findings in our analysis we found that 86 percent of the audience agreed that symbols actually helps them recognize and recall a product. Also 84 percent of our audience further agreed that symbols not only help in remembering a product but our participants can also relate to the product due to symbols. It should be further noted that 74 percent of participants agreed that the symbols also helped them notice the products in an ad. Slogans:

Slogans seem to linger in the consumers minds without them knowing. It stays as a back ground music, unnoticed but highly impact able. Slogans are catchy and easy to recall. According to the research done based on the questionnaires, it has come up that the highest percentage of 80 agreeing to the most important element in an ad is the slogan as compared to the 70 percentage of symbols, 58 percentage of celebrity endorsement and 76 percentage of product placement. A rather significant observation has been made that audience enthusiastically recalled the various slogans they remembered. This observation was strengthened when 80 percent of the audience agreed that they recall the slogan when they look at the product. Consumers tend to remember the product because of the slogan, proven by the 84 percent of the audience who agreed to the statement. This however leads to another noteworthy variation that symbols are recalled a 2 percent more. Slogans help the consumers relate to the product and develop a liking for it because of the fun jingle. This can be proven as 86 percent of the participants said yes when asked if they sometimes catch themselves humming a slogan. Hence, slogans have taken a lead in terms of high recall rates and subconsciously affecting the minds of the consumers in a subtle way.

Celebrity Endorsement:

An individuals credibility and trustworthiness are said to be the key characteristics. The same can be applied here in this research as 58 percent of the audience believed that celebrities endorsed the products they promoted. Human psychology has seemed to play a rather insightful part in these findings. In other discussed variables, the disagreement percentages of the audience werent as high as this variable has. 42 percent of the audience claimed that they dont get influenced by the celebrities in the ads, however 76 percent of the audience want good looking and famous celebrities to be used in an ad to attract attention. Attractiveness is one of the key elements to gain consumers attention. It is intriguing to note that audience dont get affected by the celebrities in an ad but they would want to see a good looking celebrity in it. There is a contradiction between the two matters as those unaffected by the celebrities wouldnt want to see them in ads either. Therefore, a rather intense psychological pattern comes forth that maybe beauty and character of the celebrity would attract potential customers but those customers would not be comfortable in admitting that it influences them. 38 percent of the audience say that they start to believe the features and benefits of the product if a celebrity endorses it whereas 34 percent of the audience disagree to this. This research opened doors to new ways, as to why consumers would not be comfortable in admitting that they are influenced by the celebrities in an ad and would want to look like them. According to research, celebrity endorsement not only influences the emotions of the consumers, it also impacts the attitude of the consumers towards an ad or a brand. This either increases or decreases the brand recollection and equity in a consumers mind. Product Placement:

According to the research 76 percent of audience agrees that product placement is an important element in an ad. Also 70 percent of participants believe that they are able to notice the images placed in the background of an ad. The research further shows that not only are these participants able to notice the ad but 72 percent were also able to recall the images placed in the background. It is to be noted that although 76 percent do accept

product placement as an important element but it still falls short to slogans that had the support of 80 percent participants.