Subliminal Messages

In the works of William Leach it becomes apparent that the department store is a product of advertisement, thriving from both subliminal and conscious propaganda which has seemingly become more important than the quality of products sold, making advertisement “an indispensable organ” (60) to the department store. Leach mentions the boom of billboards across the nation and constantly stresses the importance of bridging the gap between producer and consumer, putting truth to the observation that “without advertising, the modern merchant sinks into oblivion” (59). With advertisement so prominent across the nation, it becomes blatantly obvious that we are in one way or another always subjected to some form of propaganda, whether we open our eyes to it or not. One interesting argument brought to fruition by the article is the notion of subliminal advertising and how it literally has the potential to reach the consciousness of everyone. Still a hot topic today, subliminal messages are often referred to as propaganda, but really do not differ too much from show-windows and other forms of advertisement alike, considering both are articulately “designed to pass below the normal limits of perception”¹. From an architectural perspective, it is interesting how Leach describes the show-windows as both an architectural expression and a vital advertisement ploy. Leach unveils the level at which architecture can operate, and makes apparent that architecture mixed with advertisement has the potential to create elements such as the show-window and change the perception of the department store forever. Leach reveals the importance of the show-window and discloses that it “…will sell them like hot cakes, even though [the goods] are old enough to have gray whiskers” (60). With the provocative element of advertisement so very present, perhaps the quality of products can be eclipsed by both the way in which these goods are represented, and the ‘pleasing’ environment in which they are sold.

¹ "Subliminal Message." Wikipedia. 1 Feb. 2008 .