September 12, 1957 – [Subliminal] Messages

Popcorn and Coca-Cola. [1957 Time Capsule]. Photo: Faux Food Diner

On September 12, 1957 [1957 Time Capsule], market researcher James Vicary revealed at a press conference in New York City that 45,699 movie-going guinea pigs [1957 Time Capsule] had been recently exposed to what sounded suspiciously to alarmed Americans like thought control.  The Wall Street Journal reported the following on Vicary’s presentation about his new subliminal [1957 Time Capsule] projection technology:

“This story may sound as though a flying saucer [1957 Time Capsule] is lurking behind the scenes, but you can rest assured that all characters in this drama are real.  The tale begins some months ago when several closed-mouthed men walked into a New Jersey motion picture house [1957 Time Capsule] and fitted a strange mechanism to the film projector.  Over the next six weeks, as 45,699 unsuspecting movie goers watched Hollywood’s newest epics [1957 Time Capsule],  a strange thing reportedly occurred.  Out of the blue, it is claimed, patrons started deserting their seats and crowding in the lobby.  Sales of Coca-Cola [1957 Time Capsule] reportedly rose 18.1% and popcorn purchases zoomed 57.7% over the theater’s usual sales.  These claims – and the explanation of this purported phenomenon – were made at a press conference yesterday afternoon [1957 Time Capsule] by executives of a new firm called Subliminal Projection Co., Inc.  The movie patrons had been subjected to ‘invisible advertising’ that by-passed their conscious [1957 Time Capsule] and assertedly struck deep into their sub-conscious.  The trick was accomplished by flashing commercials past the viewers’ eyes so rapidly [1957 Time Capsule] that viewers were unaware they had seen them.  The ads, which were flashed every five seconds or so, simply urged the audience to eat popcorn [1957 Time Capsule] and drink Coca-Cola, and they were projected during the theater’s regular movie program.”

Vicary claimed that subliminal advertising [1957 Time Capsule] would revolutionize the advertising industry – which was moving rapidly to take advantage [1957 Time Capsule] of the growing popularity of television – by promoting products directly to the drives, needs [1957 Time Capsule] and desires of the unconscious mind.  The cool, rational processes of conscious recognition and evaluation [1957 Time Capsule] would be disabled.  The public was worried: were they about to become [1957 Time Capsule] the victims of brainwashing?

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