Wendy’s has a subliminal or “hidden” message in it’s new logo which debuted last year. It was only on Saturday that the secret message was pointed out by StockLogos. On the collar of their famous Wendy you can read the word, “mom.” Many are speculating that Wendy’s wants you to associate their food with your mom’s food. I suppose the idea that mom’s home cooking offers a kind of comfort, however they have never tasted my mom’s roasted chicken which is dryer than a cup of sawdust. (Sorry, mom.)
Wendy’s officials are denying that the subliminal message was intentional, “We are aware of this and find it interesting that it appears our Wendy cameo has ‘mom’ on her ruffled collar. We can assure you it was unintentional,” Vice President of Communications, Denny Lynch, told The Huffington Post.
The Daily Mail reports that restaurants with the new logo have experienced a 25% increase in sales. According to Science Daily, subliminal messages can motivate you to do things you didn’t necessarily intend to do.
First, subliminal messages, work by priming, meaning they expose you to a certain idea and plant a seed. Secondly, they use deprivation. This means that there must be a need that requires fulfillment. Lastly, the image must have a positive association, like, you know, mom. If you keep seeing advertisements for Wendy’s, over and over again, when you are finally hungry, if you pass a Wendy’s and if you think fondly of your mom, you are more likely to grab a bite there.
“[Dutch researcher Martin] Veltkamp studied this interaction in a series of experiments. He flashed the words ‘drinking’ and ‘thirsty’ onto a computer screen very quickly so that they could not be consciously perceived. This priming is what researchers call ‘making the representation of the behavior accessible’. In one group of participants this was combined with deprivation – they were thirsty. In another group the word ‘drinking’ was combined with positive words which led to a positive association. Veltkamp combined the three factors in different ways and then registered how willing the participants were to have a drink.”
So there may be something to Wendy’s subliminal messages being the cause of sales increases, especially since only the stores with the new logo are seeing such results.
Oh and P.S. Wendy’s Iced Coffee is only $1 and it’s like 20 ounces. It’s good too, but I don’t know if I like it or if I’ve just been brainwashed.