Have you ever wondered why you feel hungry after watching a McDonald’s ad? Or feel a desire to buy a car after you see a billboard of one along the road? Many would say it’s because of envy but experts say it’s something deeper. They claim that it’s not you that’s making you hungry, thirsty, or wanting the product you see on ads. They say advertisers are making you feel that emotion through subliminal messages. Subliminal messages are signals or messages that affect perception without entering conscious thought. This means that our behavior, thoughts, and decisions are subconsciously influenced by these messages.

Subliminal messages in advertising have been around for years. In 1957, market researcher James Vicary conducted experiments where he spliced messages in movie screens for 1/3000 of a second for five intervals, telling viewers to buy Coca-Cola and popcorn. According to him, sales of the products rose but he later admitted to falsifying the results. More experiments were conducted to prove subliminal advertising but were banned because it was deemed contrary to public interest and deceptive.

These days, subliminal messages still exist but aren’t as intrusive. They range from visual to auditory messages and are masked behind ordinary products, sounds, or scenes. According to experts, subliminal messages must be seen or heard clearly but must not be noticed unless they are looked for or discovered. The science of subliminal messages lies in the ability of the conscious mind to only focus on 3 to 7 items at a time. Because the mind is only focused on the big picture, these messages remain hidden. The subconscious, however, is aware of every detail. It absorbs millions of pieces of information that do not reach the conscious mind. This is important because if the conscious mind is aware of everything, concentration would be impossible and a sensory overload would occur.

Controlling the viewer’s mind seems to be the last thing people who insert subliminal messages want to do. Often, they are intended as jokes, or not intended at all. Some famous examples of subliminal messages are the word SEX spelled out in a Pepsi can in the ‘90s, a naked woman in the background of a scene in The Rescuers (a Disney movie no less!), a woman’s armpit resembling a part of a woman’s anatomy in a McDonald’s poster, and a woman performing a vulgar act in a Coke ad.

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