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Does Subliminal Advertising Work? Here’s What Science Says

Science of People Team 17 min read
In This Article

You're sitting in a movie theater, munching popcorn and watching the latest blockbuster. Suddenly, you feel an inexplicable urge for a cold Coca-Cola....

You’re sitting in a movie theater, munching popcorn and watching the latest blockbuster. Suddenly, you feel an inexplicable urge for a cold Coca-Cola.

Coincidence? Or could something more subtle be at play?

Let’s explore what science really tells us about this controversial marketing technique.

Does Subliminal Advertising Actually Work?

The science on unconscious processing is pretty solid, but it still begs the question: can subliminal messaging really influence us to act in ways advertisers want?

That is, are subliminal ads actually effective in manipulating consumer behavior?

Let’s take a look at some research going beyond mere emotional and physiological responses:

Outside of a few select experiments, however, the research is rather less promising: a 1996 meta-analysis https://psycnet.apa.org/record/1996-05542-005 (the highest level of evidence in science) that examined 23 studies found little to no effect of subliminal advertising on consumer behavior.

That being said, it should be noted that this meta-analysis was conducted prior to the positive findings (e.g., the Lipton Tea study) discussed earlier. Perhaps the results might look a little different today?

What is Subliminal Advertising?

Subliminal advertising is the practice of embedding messages or stimuli below our threshold of conscious awareness in an attempt to influence behavior. These messages can come in various forms:

  • Visual images
  • Audio messages
  • Hidden symbols or patterns
  • Subtle sensory cues

What makes something “subliminal”? According to research https://link.springer.com/article/10.3758/s13414-013-0605-z from MIT, our brains can process information in as little as 13 milliseconds—far too fast for conscious recognition. This creates a fascinating window where our minds can register and respond to information we never consciously “see.”

Bottom Line: As you will read below there are subliminal messages that work!

Special Note: We are not discussing the ethical concerns with using subliminal messages in this article…just what the research says about how it works. However, there are MANY ethical concerns with trying to influence people without their knowledge. Please tread carefully…

The 12 Types of Subliminal Messages

Subliminal messages can be broken down by the sensory experience they’re targeting. The 12 types are:

Visual Subliminals

  • Subvisual messages (images shown too quickly to consciously process)

    • Example: A single frame of a text message in a video

  • Embedded images (hidden pictures within larger images)

    • Example: A word hidden within an image

  • Low-intensity light patterns

    • Example: Subtle flashing patterns in store lighting

  • Subtle color and shape associations

    • Example: Heart shapes subtly worked into packaging design

Auditory Subliminals

  • Subaudible messages (too quiet to consciously hear)
    • Example: Low-volume positive words in store music
  • Accelerated speech (too fast to consciously process)
    • Example: Rapid-fire product mentions in advertisements
  • Backward masking (reversed audio)
    • Example: Reversed speech in background music
  • Ultrasonic frequencies
    • Example: High-frequency tones in commercials

Other Sensory Subliminals

  • Subtle scents
    • Example: Cinnabon strategically placing ovens near mall entrances
  • Tactile stimuli
  • Environmental factors
    • Example: Casinos removing windows and clocks to distort time perception
  • Temperature variations
    • Example: Stores keeping temperatures slightly cool to encourage longer browsing

The Birth of Subliminal Advertising: The Great Popcorn Experiment

In 1957, market researcher James Vicary https://www.scientificamerican.com/article/a-short-history-of-the-rise-fall-and-rise-of-subliminal-messaging/ made a stunning announcement: he claimed to have conducted an experiment at a New Jersey movie theater where he had boosted concession sales by secretly flashing messages during film screenings.

According to Vicary, he used a special tachistoscope (a device used to display images) to flash two messages—“Drink Coca-Cola” and “Eat Popcorn”—for 1/3000th of a second every five seconds during the movie. He claimed these invisible prompts increased Coca-Cola sales by 18.1% and popcorn sales by 57.8%.

The public reaction was immediate and intense. The idea that advertisers could secretly manipulate people’s minds sparked widespread panic. The story made headlines worldwide, leading to:

  • Congressional hearings on subliminal advertising
  • Calls for immediate regulation
  • Protests against advertising agencies
  • Books and articles warning of “hidden persuaders”

There was just one problem: it was all fabricated.

In 1962, Vicary admitted he had invented the results. The experiment itself may never have even taken place. Yet by then, the idea of subliminal advertising had firmly taken root in public consciousness.

The Psychology of Subliminal Processing: How Our Brains Register Hidden Messages

While Vicary’s experiment was a hoax, it sparked genuine scientific interest in how our brains process information below the threshold of conscious awareness. Modern neuroscience and cognitive psychology has revealed fascinating insights into this process.

The Science of Unconscious Processing

Research using functional magnetic resonance imaging (fMRI) has shown that our brains actively process subliminal stimuli, even when we have no conscious awareness of seeing them. A 2014 study https://pmc.ncbi.nlm.nih.gov/articles/PMC4271330/ found that subliminal images activate many of the same visual processing areas as consciously perceived images, just with less intensity.

This activation of our visual processing centers, even without conscious awareness, creates a gateway for information to slip into our subconscious mind, ostensibly affecting our emotions, physiology, memory, and behavior.

Here are several findings supporting the existence of unconscious processing:

  1. In a 2000 study https://pubmed.ncbi.nlm.nih.gov/11228851/, participants were shown subliminally flashed happy or angry faces. Electromyographic (EMG) recordings showed that the participants then spontaneously mimicked the emotional expressions in their facial muscles despite never consciously seeing them.
  2. A 2009 study https://pubmed.ncbi.nlm.nih.gov/17431137/ found that subliminal presentation of reward cues (high-value coins vs. pennies) motivated participants to exert more physical effort in a hand-grip task. People squeezed harder when subliminally shown higher-value coins, even though they never consciously saw them.
  3. A 2016 study https://pubmed.ncbi.nlm.nih.gov/30386634/#:~:text=These%20studies%20suggest%20that%20subliminal,memory;%20subliminal;%20unconscious%20processing. discovered that subliminal influences were still present up to 25 minutes after the stimuli were presented, suggesting that subliminal messages may be stored in the memory for an extended period of time.

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When Subliminal Messages Work (And When They Don’t)

With the last meta-analysis on subliminal advertising being conducted in 1996, it’s clear that more research is needed to fully evaluate its effectiveness. But here’s a summary of what we know so far:

What Makes Subliminal Messages Work?

1. They Must Match Existing Desires

Subliminal messages can’t create new wants—they can only activate what’s already there. They work best with basic human needs like:

  • Thirst: e.g., flashing the Lipton Tea logo when someone is already thirsty
  • Hunger: e.g., adding subtle sizzling sounds in restaurant ads when someone is already hungry
  • Sleep: e.g., playing soft wind sounds in late-night meditation apps
  • Other natural motivations: showing running imagery to someone already planning to exercise

2. Perfect Timing Is Critical

Success depends heavily on context:

  • Messages must arrive when action is possible: e.g., placing “refreshing” cues near water fountains at the gym
  • The environment needs to support the desired behavior: e.g., showing workout gear ads while someone’s exercising
  • Your emotional state should align with the message: e.g., delivering comfort food messages during tense TV show moments

3. Simplicity Is Key

Effective subliminal messages share these traits:

  • Clear, straightforward content: e.g., using single words like “thirsty” or “fresh” rather than complex phrases: e.g., pairing “energize” message with energy drink displays
  • Direct connection to specific actions
  • Emotional resonance with the audience: e.g., including subtle smiling faces in positive product advertisements

When Subliminal Messages Fall Short

1. Complex Decisions Resist Influence

Subliminal messages show clear limitations with:

  • Complicated choice-making: e.g., can’t subliminally convince someone to buy a house
  • Strong existing preferences: e.g., won’t make an iPhone user suddenly want an Android
  • Multi-step behaviors: e.g., can’t influence complex habits like financial planning

2. Effects Don’t Last Long

The impact tends to be:

  • Brief and temporary: i.e., message effectiveness typically fades within minutes to half an hour
  • Diminishing over time: i.e., each repeated exposure becomes less powerful
  • Requiring consistent reinforcement: e.g., movie theater popcorn ads that must play before every show

Famous Examples of (Alleged) Subliminal Messaging

Throughout history, numerous cases of alleged and confirmed subliminal messaging have captured public attention and sparked debate. Here are some of the most notable examples and controversies:

The Husker Du Commercial (confirmed)

The 1973 Husker Du (a children’s board game) commercial marked one of the earliest documented cases https://www.nytimes.com/1973/12/27/archives/subliminal-ad-pops-up-in-national-tv-promotion-but-mr-choate-stated.html of subliminal advertising. The commercial embedded messages like “Get it” within its frames (which an executive later admitted was intentional), leading to the FCC forcing the company to pull the ad.

This case proved pivotal in advertising history—the FCC’s ruling against the practice led to the first formal policies against subliminal advertising and sparked a broader public debate about ethical marketing practices.

Coca-Cola’s Ice Cube Incident (alleged)

In 1995, a Coca-Cola poster campaign promoting the company’s original glass bottle had to be pulled in Australia after the public noticed a sexually explicit image hidden in one of the ice cubes https://www.snopes.com/fact-check/coca-cola-poster-recall/ in the poster.

While it’s entirely possible that the image was inserted as a joke by the graphic designer, some have argued that graphic sexual content may “stimulate” consumers into buying products, leading to speculation that Coca-Cola intentionally placed this image in their ads.

Disney Animation Controversies (alleged)

Disney’s animation studios have weathered several subliminal messaging controversies. The most famous occurred in 1994’s The Lion King, where viewers claimed to see the word “SEX” https://www.thethings.com/the-lion-king-featured-a-sky-hidden-message-that-sparked-a-wave-of-controversy/ spelled out in dust clouds during one scene. Disney insisted the letters actually spelled “SFX” (for “special effects”) in honor of the movie’s special effects teams.

Similar controversies surrounding sexually explicit hidden messages emerged around The Little Mermaid poster’s castle spires and a controversial whispered line in Aladdin. In each case, Disney either modified the content or provided alternative explanations, but some remain unconvinced.

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(Aladdin alleged subliminal message)

Fight Club’s Intentional Commentary (confirmed)

Unlike other examples, Fight Club (1999) stands out for its intentional and acknowledged use of subliminal messaging. Director David Fincher deliberately inserted single frames of Tyler Durden before the character’s official introduction and spliced provocative images into family-friendly scenes.

This artistic choice served as commentary on advertising and consumer culture, making it a unique case study in subliminal messaging.

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Brand Logo Embedded Subliminals

Many brand logos have embedded imagery that some speculate is designed to induce positive associations with the company. Here are some examples:

  • FedEx’s logo contains a white arrow between the two letters in “Ex,” ostensibly highlighting the company’s reputation for fast delivery.

  • Tostito’s logo contains imagery of two people sharing a chip around a bowl of salsa.

  • Amazon’s logo contains an arrow pointing from “a” to “z,” perhaps drawing attention to its expansive inventory of items ranging from A to Z.

The phenomenon of “backmasking”—recording messages that can only be heard when played backwards—has captivated music fans for decades and sparked numerous controversies about subliminal messaging in popular music. Here are some of the most asked questions?

  • Is it true you can play music backwards? The Beatles - “Revolution 9” became the center of the famous “Paul is dead” https://www.scientificamerican.com/article/turn-me-on-dead-man/ conspiracy theory when played in reverse. Listeners claimed to hear “turn me on, dead man,” which fueled speculation about Paul McCartney’s supposed death. This case sparked the widespread hunting for backward messages in music and remains one of the most analyzed examples of alleged audio subliminal messaging.
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  • Are there evil messages in backwards songs? Led Zeppelin - “Stairway to Heaven” faced accusations of containing satanic messages when played backwards—specifically, the phrase “Here’s to my sweet Satan.” While the band dismissed these claims as coincidental, the case significantly influenced public perception of subliminal messaging in music.

https://www.youtube.com/watch?v=_r-7hdoF_XI

  • Are there messages that promote drugs in subliminal music? Queen - “Another One Bites the Dust” allegedly contains the message “It’s fun to smoke marijuana” when played in reverse. While band members have consistently denied any intentional backward masking, this became one of the most widely circulated examples in anti-drug education programs of the 1980s.
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Subliminal Techniques in Modern Digital Marketing and Social Media

As we’ve seen, cases of subliminal messaging in traditional media are few and far between. Even supposed instances of it are often surrounded by uncertainty.

But while old-school subliminal techniques may have fallen short, modern digital marketers have discovered far more effective ways to influence unconscious behavior. Nowhere is this more evident than in social media and digital advertising, where sophisticated psychological techniques have replaced crude subliminal attempts of the past.

Digital Design Psychology

Modern websites and apps employ subtle design elements that influence behavior without conscious awareness. These psychological triggers are far more sophisticated—and effective—than traditional subliminal messaging.

  1. Color Psychology
  2. Dark Patterns (manipulative design techniques that exploit cognitive biases to trick users into making unintended and potentially harmful choices)
    • Countdown timers creating false urgency; for example, “Flash sales” that mysteriously reset when you clear your cookies
    • “Only 2 rooms left!” messages that may not reflect actual inventory but create powerful FOMO (fear of missing out)
    • Social proof notifications showing recent purchases or user actions, often using AI to time them for maximum psychological impact
    • Hidden unsubscribe buttons deliberately designed to be hard to find, often using lighter colors or smaller text to discourage opt-outs
  3. Micro-Interactions
    • Like button animations carefully timed to provide instant gratification and reinforce social validation seeking behavior
    • Pull-to-refresh mechanisms designed to mimic slot machine mechanics, creating variable reward schedules that boost addiction potential
    • Satisfying sound effects tested extensively to trigger positive emotional responses
    • Haptic feedback calibrated to feel “natural” while reinforcing user actions, with different vibration patterns tested for maximum psychological effect

Social Media Algorithms and Unconscious Influence

Modern platforms use sophisticated algorithms to shape behavior in ways that make traditional subliminal messaging look primitive by comparison. These AI-driven systems analyze thousands of data points about your online behavior—everything from how long you linger on a post to what time of day you’re most active—to create highly personalized manipulation strategies:

  1. Content Timing
    • Posts shown when users are most susceptible: algorithms learn your peak engagement hours and strategically display high-priority content during these windows
    • Ads timed with emotional states: platforms analyze typing speed, scroll patterns, and interaction habits to identify when you’re most emotionally receptive
    • Content aligned with daily routines: your morning coffee scroll gets different content than your bedtime browse, based on historical engagement patterns
    • Engagement patterns tracked and optimized: every like, pause, and scroll gets fed into machine learning models that predict your future behavior
  2. Content Timing
    • Content ordered to maximize emotional impact: posts that trigger strong emotions (especially outrage or awe) get prioritized in your feed
    • Sentiment analysis driving recommendations: algorithms analyze the emotional tone of content you engage with most to serve similar emotional experiences
    • Engagement optimized for emotional response: if you engage more with happy posts in the morning but controversial content at night, feeds adjust accordingly
    • Micro-targeted emotional appeals: ads and content tailored to your current emotional state based on your recent interactions and behavior patterns

Frequently Asked Questions (FAQs) On Subliminal Advertising

Are subliminal messages illegal?

Subliminal messages in advertising are regulated but not entirely illegal in most countries. In the United States, the Federal Communications Commission (FCC) has policies against their use in broadcast media, while the United Kingdom and Australia have specific laws restricting subliminal advertising. However, enforcement and definition of what constitutes “subliminal” varies by jurisdiction.

Can subliminal messages brainwash people?

No, subliminal messages cannot brainwash people or force them to act against their will. Scientific research shows that, at best, subliminal messages can only enhance existing motivations and have mild, temporary effects. They cannot create new desires or override strong personal preferences.

How long do subliminal messages last?

The effects of subliminal messages are typically very short-lived, lasting only minutes to hours. There is no scientific evidence supporting long-term behavioral changes from subliminal exposure.

What speed is considered subliminal?

For visual stimuli to be considered subliminal, they typically need to be shown for less than 50 milliseconds. Research shows the brain can process images in as little as 13 milliseconds, but conscious recognition usually requires longer exposure times of around 50-100 milliseconds.

Do companies still use subliminal advertising?

While classic subliminal techniques (like message flashing) are rarely used today, companies employ more sophisticated psychological techniques to influence consumer behavior. These include environmental design, sensory marketing, and digital user experience optimization.

Can subliminal messages affect dreams?

There is no scientific evidence supporting the idea that subliminal messages can influence dreams. While some studies have examined sleep learning, research has not demonstrated that subliminal messages during sleep can affect behavior or dream content.

Do subliminal audio messages work?

Research on subliminal audio messages (like self-help tapes) shows very limited effectiveness. A 2001 paper found no significant benefits from subliminal audio programs for self-esteem improvement.

How can I protect yourself from subliminal advertising?

While traditional subliminal advertising has limited effectiveness, you can protect yourself from unconscious influence by being aware of marketing techniques, making deliberate purchasing decisions, and practicing mindful consumption habits. Using ad-blocking technology and taking time to reflect before purchases provides additional protection against manipulation.

Are there any positive uses for subliminal messages?

Subliminal messages have shown potential benefits in specific controlled settings, including educational environments for learning enhancement, therapeutic settings for anxiety reduction, and athletic training for performance improvement. However, these effects are typically mild and only work under specific conditions.

The Real Power of Unconscious Influence

The science of subliminal advertising has evolved far beyond the simple message-flashing techniques of the 1950s. Here’s what we’ve learned:

  • Traditional subliminal messages (like quick flashes or hidden images) have very limited effectiveness and only work under specific conditions
  • While our brains do process subliminal information, this rarely translates into actual behavior change
  • Most famous cases of subliminal advertising turned out to be hoaxes or were greatly exaggerated
  • Modern digital marketing has moved beyond crude subliminal techniques to more sophisticated psychological methods
  • Today’s unconscious influence tactics—like dark patterns and algorithmic manipulation—are proving far more effective than traditional subliminal messaging

While traditional subliminal messaging may be more myth than reality, the psychology of unconscious influence remains a powerful force in modern marketing. Just don’t expect to find any hidden messages in your ice cubes—today’s marketers have far more clever tricks up their sleeves!Want to learn how to influence people without flashing images in their face? Check out our guide on How to Be More Persuasive Using Psychology.

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