This will be the last post I make on subliminal adverts taken from no more than fifteen papers and magazines dated March, April, or May 2015, fifteen items that will have provided the material for issues I-XI of my Subliminal Advertising (now Subliminal Junk) series. The number of cases will amount to 87. Although a few cases are taken from the same advert (one or several sex embeds shown first, then some embedded subliminal drawings in a second time), this will give you an idea of how generalized the subliminal phenomenon is in print advertising. To be sure, 87 cases from 15 issues makes more than 5 cases of subliminal advertising per issue, and as I have already said I could easily take more cases from these issues if I decided to present indiscriminately all the subliminals I found, which I did not want to do, in order not to overload my blog. Some early cases I would even fain withdraw now, because they are not so exemplary and interesting as others, as they date back from the beginnings of my research a few months ago, when I was not so proficient in finding that sort of junk. Clearly, I will be more discriminate when I make a book out of this material.
From now on, I will extract material from other magazines’ issues, in search of the most exciting stuff.
The following cases 80-7 are taken from: German weekly Der Spiegel dated April 11 (Cases 80-2), Time magazine dated March 30 (Case 83), French weekly Le Point dated March 12 (Case 84), French weekly Marianne dated March 20 (Cases 85-6), and finally Le Point again dated March 19 (Case 87).
…………….Case 80 Union Invesment EXTRA-PAIR SEX
The copy, in German, says ‘Why are socks always disappearing from the washing machine?’ and we see a father and his son wondering at their finding only one sock from a pair among the washing. The copy further says that, although we cannot explain everything, at least having one’s savings at Union Investment (the investment branch of Deutsche Zentral-Genossenschaftsbank) is a safe and transparent option, liable to no bad surprise. I leave it to you whether this is a fine, clever advertisement so far as the preceding is concerned.
What I am interested in is the subliminal gorilla sitting in the background behind the kid. He smiles at a woman reclining with her head on its bulging stomach. Both the gorilla and the woman seem to like each other very much. In fact, they have just had sex. The woman is naked, the white skin of her shoulder or breast being apparent. Of course, she is the man’s wife, and the kid is her son. The man has a distinct moronic look about him, smiling as do morons. One would expect to see slobber drooling from the commissure of his lips. As to the son, I’m afraid his ears (having perhaps been airbrushed) are somewhat large and extend a bit far from the skull, like pinheads’ ears. Even more striking is the size of his left forearm. As you can see, his left hand is leaning on the top of the washing machine, but there is something wrong with the perspective: it is hardly believable that this is his hand, because it means the forearm is unusually long. Now please recall that gorillas have very long forearms. This feature of the kid’s arm hints at the gorilla being no less than the biological father…
This is a most elaborate way of playing on the all-pervasive paternity uncertainty, a source of many ailments in our civilization, from pathological jealousy to domestic violence to refusal to commitment and single mothers (whose kids, it has been found, are more likely to become delinquents*)… And it is no figment of the masculine imagination either, since child support agencies, which administer paternity tests on a daily basis, report a non-paternity rate (that is the number of children not sired by the men who believe to be the fathers) of 15 per cent (Robin Baker 1996). The advert subliminally plays on that. It says: Don’t be a moron like the guy here, with the sock in his hands, and contract with Union Investment, or DZ Bank, or else your wife will know how to cuckold you. In other words, it is the cuckolds who do not rely on Union Investment for the management of their savings.
Besides, it is likely that a cuckold will not care very much to save money for his kids if these are not really his, and a man who entertains such doubts will hesitate to save money for he knows not whom’s kids. So much so that one who does not save money for one’s kids may well be suspected of being a cuckold and of knowing it or surmising it. So the advert also asks: Are you a cuckold(, or what)?
Finally, gorillas are animals where male dominance is particularly salient (see my remarks on Case 73 here). The advert implies, subliminally, that one will be cuckolded by a more dominant male, and that having one’s savings to Union Investment will prevent that by showing off one’s dominance, unlike the moron with the single sock in his hands. In other words, Union Investment is the dominants’ bank.
As a postface to Case 80, that dialogue quoted from a famous play. “Hjalmar. I want to know if… your child has a right to live under my roof. Is Hedwig mine… or… Well? Gina. I don’t know.” (Ibsen, The Wild Duck)
*Note. The correlation I mention between single mothers and delinquent offspring is no statement on causality. The correlation may be due to most single mothers being poor, and the primary cause monetary deprivation. I mention the correlation as a way to justify my speaking of “ailment” although many a single mother might object to the label, especially among women separated from wealthy businessmen and earning comfortable alimonies.
…………….Case 81 Freistaat Thüringen SEX Again
Same advert as Case 40 (click here for the full picture). In the same coppice where I outlined sex embeds, I presently delineate the interesting drawing of an erected penis attended by three nymphs, represented as two faces on the right and an animal on the left. True to human anatomy, the testes are asymmetric.
…………….Case 82 Peugeot SEX
An advert for the French car manufacturer Peugeot. The copy is strictly insignificant although I doubt not some public relation men from the advertising milieu would easily extol its merits to a credulous public. What I want you to see is the penis ejaculating on the model’s face. The penis, namely the glans with a well-delineated coronal ridge, as well as the upper part of the shaft, are visible in the guise of sun beams. Part of the glans is covered by a brighter spark, which could represent semen flowing on the glans due to the peculiar position or movement of the penis during an earlier spurt (or else it could be a way to conceal that disturbing penis to consciousness). At the present moment, a fraction of second after the earlier spurt, another spurt is projected through the meatus toward the model’s cheek, or hair, on the left. The copy is now more meaningful. ‘Impress Yourself’ by submitting young girls to your sexual fantasies thanks to being the owner of a Peugeot car. Facial ejaculation is indicative of female subjection (cf. H. J. Eysenck).
…………….Case 83 Microsoft SEX
An advert for Microsoft Cloud from the same campaign as here. The green arrow ends in a cloud. The cloud shows a woman’s face. She has the arrow in her mouth and seems to enjoy it. If you think I am seeing imaginary things in clouds, please let me remind you that the cloud here is not a cloud in the sky but a cloud in an ad, and that makes a big difference. I can admit there is no God or gods that send intricate signals to us humans through clouds’ shapes, but the graphic designer of this ad is a human being like you and me – with that difference that he or she probably earns a lot more money, because the ad having being published in major papers and magazines around the world the campaign must have been immensely expensive, and the advertiser remunerated in consequence.
……………..Case 84 Constance Hotels and Resorts SEX
I don’t know if this one should be called subliminal at all, but I want to be sure you understand what is going on, because it comes from a respected newspaper and I know quite a few people who would blush to acknowledge their being exposed to that sort of a junk.
As to subliminals, maybe the cloud above the woman is a bit phallic, being erected contrary to the other clouds. And there’s a old man’s face grinning in the upper right corner, showing sarcastic approval and enjoyment.
The lady is coming back from her bath in the sea toward the beach, where an attendant from the hotel is waiting with towels. How long has he been waiting? Is it really how employees attend to customers in Constance hotels and resorts? Is the customer there offered a return to the old days of footmanship, when lackeys were at their master’s disposal night and day? Be that as it may, there is more to find in Constance hotels and resorts. The lady looks determinedly and eagerly at the local employee’s face. She wears a sort of nightdress, and that seems rather strange for sea bathing. As I can see no nuance in colors indicative of a bathing suit under that dress, and as the dress being white it has by necessity become transparent due to immersion in water, the lady is actually exhibiting herself to the employee facing her. In particular, her pubic hair must be conspicuous. Furthermore, if she is intent on using the towels, that will prove a futile exercise unless she removes the wet gown, that is to say unless she undresses in front of the employee. That the advert is coarse eroticism is not to deny. Why should it be called subliminal at all? It’s coarse, it’s vulgar, it’s in your face (not tongue in cheek), and it occurs while you may be under the fancy that you do your duty as a respectable member of the society by keeping yourself informed of the news.
…………….Case 85 Audi SEX
Same ad as Case 5 (click here for the full picture). I did not expatiate then on the copy ‘Less and the City,’ which refers – tongue in cheek, as always – to the successful TV series ‘Sex and the City,’ and I won’t here either. You already know, if you have followed this series, that when I report copy as being ‘tongue in cheek,’ it means that it’s deadly serious. No, what I call your attention to presently is the fellatio performed to a spectacled man looking in your direction. It may be a portrait of the former president of Volkswagen’s directory, who resigned on September 23 (taking with him a golden parachute of 28 million euros) following the disclosure of a huge fraud involving 11 million cars of several marques of the group, including Audi, souped up with anti-antipollution test software (I’ve just seen his picture in the papers and I think our man here looks like him.) If Volkswagen’s lawyers now have the judiciary proceedings go their own way, we will learn not only that decisions in the group are hypercentralized, so that all in all a very small number of people could have known, but also that the top brass – the men who centralize the power – were utterly ignorant of what was happening, so that the fraud can only be the mischief of some crazed engineer, a minor one at that. And if, on the other hand, they do not have it their way, the economic consequences will be tremendous not only for the first car manufacturer in the world (providing their daily bread to 600,000 people, not to mention contractors) but for the world itself, so to speak.
…………….Case 86 Mgen SEX
The model on the ad is a skier, a champion. People like him. Sport is so important because it boosts your testosterone. When your favorite player or team wins, you get a testosterone boost (G. Saad 2011). When it loses, you’ve really got to watch another match, or another sport, where another of your favorites can win again. It keeps you high. And it makes you buy. A little subliminal can do no harm either, can it? That’s why the graphic designer has embedded in the background a smiling woman’s face presented with a penis.
…………….Case 87 Mettez Paris SEX
Hunters, it is well known, are Nature’s best friends. The present ad, however, tells another story. It is a cheap ad for a dress business located in Paris. The business sells hunting attire. The picture shows a painting of the naive genre representing a hunter and a deer before a tree adorned with wild fowl, bird and squirrel. The deer’s eye is wicked. The hunter’s left hand holds a branch of the tree; the part he is holding is quite dark, but further on the right the branch is silvery gray like steel, as if the hunter were not holding a branch but instead were brandishing a knife. And, astonishingly, the whole painting is smeared with a reddish brown substance, like dried blood. The ad, obviously, intends to appeal to bloodthirsty, brutish minds, to violent people eager to indulge in butchering live bodies – the very friends of Nature we were just talking about.
The following cases (53-65) are taken from the French Le Figaro Magazine dated May 22-23, 2015, (Cases 53-58) and Le Figaro Madame that goes with it (59-64). The last one (Case 65) appeared in Vogue, Italian edition, May 2015.
As an introduction to the present cases, I invite you to watch a comprehensive video made by Nathan Bell: The Great Subliminal Message Deception
…………….Case 53 Dior SEX
A sex embed on French actor Alain Delon when young. Click on the pictures to enlarge.
……………..Case 54 Google SEX
Google has designed an advertising campaign aimed at explaining that the company is supporting non-profit organizations. The present ad deals with a French organization whose purpose, as one reads, is to “teach the young good reflexes on the Web,” whatever that means. We are shown a picture where the responsible of that organization, “Thomas” (or rather, certainly, a model who represents him), meets some kids in a classroom.
The kids’ attention seems to focus on one of them, of whom the viewer only sees the back and who wears a salmon-colored jersey. He or she has blond hair. I can’t say for sure whether it’s a boy or a girl; neither the hairdo nor the clothing allows us to draw a four-square conclusion. This kid, boy or girl, points to something or someone that does not appear on the picture. The other kids look either at him/her, or at what or whom he/she is pointing to.
Thomas, on the other hand, the responsible of the Google-sponsored organization, looks at no particular place on the picture. He might be staring at some spot beyond the depicted scene, but he rather looks like someone who is watching nothing in particular. His smile is ecstatic; he just seems to be enjoying what’s going on, and enjoying it intensely.
Now, you may not have noticed it but the head of the boy/girl with the salmon jersey is between Thomas’s legs, at pelvis level. At this stage, ask yourself a question: Is this by accident? Some of you, perhaps most of you would not have noticed this incongruous, even improper perspective had I not pointed to it (in the same way that it took me some time to see it even though I was searching for tricks from the start). The conscious brain, automatically adjusting the overall picture according to perspective laws, overlooks the incongruity. However, on the subconscious level, the superimposition of the child’s head on the man’s genitals will have been recorded. The professional photographer, the art director of the advertising agency responsible for the ad, any person involved and having expertise in graphic techniques should have noticed that the perspective was not right, in fact they could not fail to notice it, and they would have modified it were their intention not to have it that way, but in fact they wanted your lizard brain to record a fellatio between a child and an adult, and they engineered the ad to that end.
…………….Case 55 Stihl SEX
Like in Case 54, another ecstatic man. The copy reads “Do not let nature overshadow you.” It advertises garden machinery and equipment such as hedge trimmers. The picture shows a shadowy garden (where Stihl equipments have not been used) and a man having the intention to make a barbecue. He has placed the grill on the one spot where daylight is available, and is intensely enjoying the rare particles of sunlight falling in his garden, as it seems. Why he should be delighted at all is an enigma, since the copy’s message is that the barbecue is doomed for failure as no one can enjoy an outdoor dinner in such gloom.
However, no matter the logic, showing an ecstatic man tends to make the mirror cells in your brain partake in the same feeling. And if you look inside the grill carefully you will find that the man is enjoying more than just rays of light. The ad has been designed to make your subconscious brain record a fellatio.
…………….Case 56 Domaine Clarence Dillon SEX
In this issue of Le Figaro Magazine there follows a few ads for wines, among several pages of articles (so-called informative content) on the wine business. Let’s begin with this masterpiece (tongue in cheek). The bottle of rosé is an unmistakable penis. The glans is clearly outlined and, true to anatomy, it is particularly sheeny: light reflections of the bottle glass are more numerous and glaring on this part. Furthermore, the graphic designer has succeeded in giving the straight bottle a somewhat curvy shape reminiscent of the penis’s curvature.
A scissors-like image gliding above the penis evokes castration fear. On the left side of the penis, at the glans’s level, is a dripping slit. This can either be a wound inflicted by the scissors, alluding to castration having been carried out, or a female vulva. On the right side is another slit, surrounded by swollen labia. I have also outlined a sex embed.
…………….Case 57 Le Clos Peyrassol SEX
Another wine advertisement. Among the bowl’s reflections, I have outlined a sex embed, a vagina slit that is at the same time a penis thanks to two ice cubes providing the testes, and, on the right hand side of the bowl, a fellatio being performed. The fingers of the fellatio performer (looking toward the right) are apparent, she (he?) has her hand clenched on something that she’s bringing to her mouth.
…………….Case 58 Duval Leroy SEX
This advertisement can be found in both Le Figaro Magazine and Le Figaro Madame. The bottle of champagne wine is surrounded by whitish flower petals. Faces have been drawn among the petals, kissing and licking the penis-like bottle. On the lower side, a grotesque face expresses wonder.
…………….Case 59 Dior Joaillerie SEX
When you open this issue of Le Figaro Madame, you find the present two-page advertisement for jewellery. The advertised jewels represent amethyst and pink quartz roses with gold and diamond bees. But there is more. First of all, I don’t know which gender is the target here, man or woman; probably both are intended, women who buy jewels for themselves and men who buy jewels as gifts. I tend to opine, however, that men make gifts according to their partner’s preferences, and so would buy a Dior jewel if the lady expressed some appreciation of the brand after being exposed to such ads.
The zoomed-on jewel of the left page has been embedded with weird figures and shapes as light reflections. On the lower side (pictures 59-2 & 59-3) a grotesque man’s face has been drawn with the tongue out and erected. The man is licking what looks like a bum. This could be a depiction of metaphoric bumlicking or a sexual act.
On the upper side (pictures 59-4 & 59-5) something awful is going on. I see a woman’s face, crimson-colored (in contrast to the amethyst-colored surrounding), in profile, oriented upwards. One eye, as well as nose and mouth are visible and distinct, however anamorphic the image. I have outlined the contour only, more like a circle around the face, because I couldn’t convey with the help of a computer mouse the expression of this anamorphized visage. This expression is suffering and it could be pleasure as well, the sort of pleasure perverts look for, as encapsulated in the words “it hurts so good.” And I figure the agent of this unbearable pleasure would be the dog-like monster whose eerie face stands just behind the woman’s and which features I have been able to outline (although in a comic-like fashion). The woman is being mounted by a dog! Awful, but consistent with W. B. Key’s findings in the seventies and eighties. Nothing has changed: Only the amount of exposure to advertising has increased 900-fold (for the figures see XXVI, text in French).
…………….Case 60 Céline SEX
Another sex embed for good measure. Some of those embeds are so conspicuous it becomes a pleasure. Click on the pictures to enlarge.
…………….Case 61 Chopard SEX
The lady is supposedly performing some sort of dance. What dance? The position of her hands reminds one of oriental dances (Siamese, Balinese) in which hands’ gestures are codified and have symbolic meanings. These oriental dances originated in sacred dances, especially ancient Hindu dances, performed by sacred prostitutes such as devadasi (slave girls of the gods).
Look carefully at the left hand. The index and middle fingers are disposed in the characteristic manner a woman spreads her genital labia, and the hand itself is more or less at genitals’ level. The ad hints, not very subtly either, at female exhibitionism and masturbation. As I explained on Case 47, this makes perfect sense, given the figures in Hite Report: 70 percent of women won’t experience orgasm if not by ways of masturbation. More conservative figures still make for one third of women being in that case. It’s pretty obvious that advertisers will be intent on trying to associate the products they advertise with sexual climax and thus to evoke the feelings felt during masturbation.
The woman on this ad is sternly dressed, rather like a man, so the creature here dancing is actually a hermaphrodite, which, again, speaks deeply to the onanistic woman’s psyche, because the hermaphrodite is complete per se, whereas gendered beings in order to achieve completeness must look for their other halves, according to the Platonic myth propounded in the Symposium.
…………….Case 62 Dinh Van SEX
The bracelet, attaching both wrists, makes manacles: Bondage. Moreover, the woman is performing a fellatio on a huge, flacid penis, like that of a horse. The left hand holds the glans, the right hand caresses the testes. All this is subliminal pornography. I haven’t drawn the penis because it would allow pornographers to strike my blog down claiming this is pornography… However I think I am making the point clear.
Also, please note that all such ads having not a single world of copy are said to be (including by the American Supreme Court) commercial information. This is how big companies inform us.
…………….Case 63 Lierac SEX
The red splash of lipstick behind the stick evokes female genitals. The lady is looking upward, smiling, presumably to a lover. We can see her left shoulder, but we do not see the arm, so the arm must be tied to her back. She is bound.
Tapping into deviant practices makes perfect sense, again, due to the figures given on Case 61. Women who don’t experience climax in their sexual life are bound to fantasizing a lot more than men, and are likely to be asking themselves if such or such practice would not bring about the fulfillment they long for.
From one of the numerous fashion pages that are a staple of ladies’ magazines, on this depiction, again, of female masturbation, the right hand’s middle finger is conspicuous and points toward the vagina. If you don’t see that it is masturbation that here is alluded to, there’s nothing I can say: you must be some sort of perverted mind…
…………….Case 65 Valentino Garavani SEX
Tapping into weird fantasms, masochism and fear of aggression, this ad depicts a woman’s body lying on the ground. The man has taken her handbag: it must be hers because it matches her boots. So, if I understand well, the man has beaten the girl down while snatching her handbag and she’s now lying on the pavement. The man’s tattoo somehow reinforces this interpretation. Just below the benevolent lion’s head, we can see a woman, on the left, behind which, a bit blurred, are drawn two hoodies with evil stares and angry faces, one clenching his fist.
If the ad is not telling an aggression story, please explain what is going on. You can give your opinion on each post of this blog. Please feel free to correct me and bring the right interpretation of this piece of information, which does not have a single word of copy besides the name of the brand and the name of the product.