Many advertisements promote images of sexuality that are supposed to make the consumer want to buy the product. For example, beer commercials often are set on a beach with attractive models. The idea is that the consumer will imagine himself in this scenario and want to purchase a six-pack. Sexual messages can also be subtle. Print ads and television commercials are dissected to find sexual imagery. Two soda bottles can be positioned to create the illusion of two bodies. The word "sex" can be spelled out in light reflections and ice cubes. Though certain websites are dedicated to exposing these ads, it's seldom possible to prove that advertising companies do this on purpose.
During political campaigns, politicians release ads that promote their qualifications and attack their opponents' records. Some politicians don't like to go too negative for fear that it will backfire against them. This is where a subliminal message might come in handy. In the 2008 U.S. presidential campaign, Republican candidate John McCain released a television ad that featured contradictory comments that his opponent, Democratic candidate Barack Obama, had made. At one point in the spot, the frame shows Obama's face with the letters "al qD." The letters were randomly assembled to spell out the title of the ad, "The Obama Iraq Documentary." Some people thought the freeze-frame was an attempt to associate Obama with the terrorist group al Qaeda. The McCain camp denied any subliminal intentions. Subliminal political messages are difficult to prove.
In 2009, British researchers concluded that the human brain is more likely to pick up negative words like "agony" and "murder" as opposed to "love" and "peace." However, this has not completely stopped companies from incorporating positive words and imagery into their advertisements. Positive images like smiley faces, peace signs, flowers and hearts are theoretically easy to put into the backgrounds of ads. Advertisers figure that instilling good feelings in consumers' subconsciouses will make them gravitate toward a particular product in the store.