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The venue was a small movie theatre in New Jersey. The orchestrator was James Vicary. The subjects were unknowing movie goers. The experiment was 0.03 second subliminal messages and the claims were outrageous! James Vicary claimed that by flashing subliminal messages to the movie audience instructing them to purchase coca cola and popcorn that the sales of these products were significantly increased. Even though Vicary's experiment was "unsubstantiated", was immediately refuted by scientists, and has never been successfully replicated, it caused panic in certain government circles, starting with William Dawson, which quickly spread to the public. This unfounded hysteria soon lead to a banning of subliminal advertising on television and radio. Although the 1957 study was openly called a 'gimmick' by Vicary himself, in a 1962 interview with Advertising Age, the belief in the power of subliminal messages to affect our behaviour lingers. Why? Perhaps part of the answer lies in some 1957 subliminal messages experiments conducted by a very large and powerful organization. It is well known that the CIA take great interest in mind altering research. It should not be a surprise then to find out that they conducted their own studies into subliminal messages! The experiments conducted by the CIA were created to ascertain whether subliminal messages could be successfully employed as a form of brain-washing! In a 1958 CIA journal, "The Operational Potential of Subliminal Perception ", Is a full review of their findings into the use of subliminal messages. Martin A. Lee, a journalist and activist, wrote the article, "The CIA's Subliminal Seduction," in 1980 for High Times. He quotes a former, anonymous, CIA agent as saying that the CIA were fully committed to investigate whether subliminal messages could be used to influence the outcome of a political campaign. They had a keen interest in using television and radio as a conduit for subliminal messages. The declassified CIA journal has a disconcerting entry where it is stated that it might be possible for the word "Obey" to be used in their subliminal programs. Although we have no way of knowing whether the CIA ever stopped their investigations into subliminal messages we do know that it is prevalent in advertising. It is also used frequently in self improvement fields as a tool for self change. Subliminal messages are used in a variety of personal development products.
By: Michael A. McGrath
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