By Alison Motluk
New Scientist
It was a stunt that launched a thousand conspiracy theories. Market researcher James Vicary claimed in 1957 that he could get movie-goers to "drink Coca-Cola" and "eat popcorn" by flashing those messages on the screen for such a short time that viewers were unaware of it. People were outraged, and the practice was banned in the UK, Australia and the US.
Vicary later admitted that his study was fabricated, and scientists through the years who have tried to replicate it have largely failed. But now researchers have shown that if the conditions are right, subliminal advertising to promote a brand can be made to work.
Johan Karremans at the University of Nijmegen in the Netherlands and his colleagues wanted to see if they could subliminally induce volunteers to favour a particular brand of drink, Lipton Ice. For comparison, they chose a brand of mineral water called Spa Rood, as it was deemed to be as well known as Lipton Ice and equally thirst-quenching.
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