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What if the messages described above were able to reach directly the viewers subconscious mind, without the viewers even realizing what is happening? That is the goal of subliminal perception. The phrase subliminal advertising was coined in 1957 by the US market researcher James Vicary, who said he could get moviegoers to drink Coca-Cola and eat popcorn by flashing those messages onscreen for such a short time that viewers were unaware.

Subliminal perception is a deliberate process created by communications technicians, by which you receive and respond to information and instructions without being consciously aware of the instructions
- Steve Jacobson, Mind Control in the United States

This technique is often used in marketing and we all know that sex sells.

Although some sources claim that subliminal advertising is ineffective or even an urban myth, the documented usage of this technique in mass media proves that creators believe in its powers. Recent studies have also proven its effectiveness, especially when the message is negative.

 A team from University College London, funded by the Wellcome Trust, found that it [subliminal perception] was particularly good at instilling negative thoughts. There has been much speculation about whether people can process emotional information unconsciously, for example pictures, faces and words, said Professor Nilli Lavie, who led the research. We have shown that people can perceive the emotional value of subliminal messages and have demonstrated conclusively that people are much more attuned to negative words.

A famous example of subliminal messaging in political communications is in George Bush's advertisement against Al Gore in 2000.

Right after the name of Gore is mentioned, the ending of the word bureaucrats " rats " flashes on the screen for a split second.

The discovery of this trickery caused quite a stir and, even if there are no laws against subliminal messaging in the U.S., the advertisement was taken off the air.

As seen in many articles on The Vigilant Citizen, subliminal and semi-subliminal messages are often used in movies and music videos to communicate messages and ideas to the viewers.

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