Advertising Reversals

EEG studies have shown that the right hemisphere of the brain reacts when reversals are present in speech being listened to. Since the brain can recognize and react to reversals, it has been suggested that reversals in advertising may have a subliminal effect on the listener. I suspect that good, effective ads will contain reversals that reinforce the desired message while ineffective ads will contain no reversals or contain reversals that run counter to the desired message. Excerpted portions of well known advertisements are presented below with transcripts shown for segments with reversals. Comments are the author's opinions.

Pepsodent Pepsi Hawaiian Punch Brylcreem Alka Seltzer

Pepsodent: "[Billy Brown, the smoothest, coolest] guy in town. The chicks all seem to dig his jive. Hey, tell us Bill, how can we arrive? [It's easy Jack, any gal] gets sent, when you flash a smile by Pepsodent. You'll wonder where the yellow went when you brush your teeth with Pespsodent."

Seduce, seduce, why Billy! // I did it guys. It's easy! pepsodent.ra
Comment: Using sex appeal to sell a product is a long standing tradition. This ad should have been effective since the reversals reinforce the desired message.

Pepsi: "Be sociable, look smart, [keep up] to date with Pepsi. [Drink light] refreshing Pepsi. [Stay young] and fair and debonaire. Be sociable, have a Pepsi."

Fu*k me // Yell here with me // Oh yes! pepsi1.ra

Hawaiian Punch: "... You taste seven kinds of fruit in Hawaiian Punch, seven kinds of frui[t in Hawaiian Punch. Hawaiian Punch is made with] seven kinds of fruit for a one of a kind fruit taste."

Yeah, just knock me out. Knock me out one hit. hpunch.ra
Comment: It was probably unintended but one consequence of young children hearing this ad was that they punched each other. The television version showed punching by a cartoon character. The reversal may have reinforced the behavior that parents disliked.

Brylcreem: "...[The gals will all pursue ya, they'll love to get] their fingers in you hair."

Faggot fella, ah, used to follow faggot brylcreem.ra
Comment: I doubt the company was trying to target gay men with this hair dressing since that would have limited their market share. However, it would be interesting to see if the percent of users who were gay men was higher than the percent of gay men in the male population.

Alka Seltzer: "... [Plop, plop, fizz, fizz. Oh what a relief it is.]"

Say they feelin' real oh- sick, sick, foul, foul. seltzer.ra
Comment: This ad was very popular and probably quite effective since the reversal complements the desired message, i.e. when you feel sick and foul, take Alka Seltzer for relief.