Abstract:

Subliminal messages are gaining prominence in contemporary advertisement globally. This study examined the influence of subliminal messages in Coca-Cola advertisements; its effect on adolescents; the utilization of subliminal messages by the advertising agency of Coca-Cola. The study was anchored on individual differences theory and media bullet theory. The quantitative method of research was utilized. A total of 250 copies of questionnaire were distributed to Coca-Cola consumers in Ikeja, aged between 10 to 25 years. The study showed that 78% and 76% of the respondents have never heard of the term subliminal messages and did not know what they were respectively. Furthermore, while 47.2% of the consumers affirmed they have not been influenced by subliminal messages embedded in Coca-Cola television advertisements in their purchasing decisions, 32% of the respondents were not sure of the influence. The study therefore recommended a responsible utilization of subliminal messages by advertising agencies and advertisers to prevent the dissemination of messages that would negatively influence consumers’ attitudes.