![]() Mainstream authorities have generally ignored these claims due to the dubious reputations of their authors. Conservative activist Donald Wildmon has claimed that The Walt Disney Company inserted the subliminal command "SEX" into the animated film The Lion King (see that article for more information on this). Popular claims of subliminal commands include the supposed use of " backward messages" in rock and roll songs. However, the concept of subliminal messages is very popular among conspiracy theorists, and most people in media-saturated areas (such as the United States) are familiar with the term.Ī number of fringe elements in society have made occasional claims that subliminal messages can be found in various forms of popular entertainment. The theory underlying subliminal messages is often considered to be pseudoscience. There is no evidence that subliminal messages have any effect at all on a viewer or listener, and the current consensus among marketing professionals is that subliminal advertising is ineffective and can be counter-productive. ![]() In spite of the popular belief that subliminal messages are widely used to influence audiences, there is little evidence that the technique has ever been used on a mass audience (other than its occasional use by artists who use it to make an artistic statement). Public concern was enough to lead the Federal Communications Commission to hold hearings and to declare subliminal advertising "contrary to the public interest" because it involved "intentional deception" of the public. The book contributed to a general climate of fear with regard to Orwellian dangers (of subliminal messaging). In 1973 Wilson Bryan Key's book Subliminal Seduction claimed that subliminal techniques were in wide use in advertising. However, James Vicary (the author of the study) later admitted the study was fabricated. This book detailed a study of movie theaters that supposedly used subliminal commands to increase the sales of popcorn and Coca-Cola at their concession stands. The term subliminal message was popularized in a 1957 book entitled The Hidden Persuaders by Vance Packard.
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