No one seemed to welcome the idea that people could be manipulated subconsciously. Instead, people were outraged and scared. He thought people might welcome subliminal advertising, since he believed it could replace conventional advertisements that delayed the start of the movie and annoyed people.
Unfortunately, Vicary didn't get the reaction he had hoped for. In fact, Vicary claimed that popcorn sales at the theater had increased over 18% and that Coca-Cola sales had gone up nearly 58%. Īlthough the flashes were too quick to be perceived by the conscious mind, Vicary believed that they were perceived by and affected the subconscious mind. Vicary claimed that he had repeatedly flashed two slogans - 'Drink Coca-Cola' and 'Eat popcorn' - throughout a movie. Way back in 1957, a market researcher by the name of James Vicary announced that he had created a new form of advertising that he called subliminal advertising.
