In the 1970s and 1980s, Wilson Bryan Key wrote a series of books-Subliminal Seduction: Ad Media's Manipulation of Not So Innocent America (1972), Media Sexploitation (1976), and The Clam-Plate Orgy: And Other Subliminal Techniques for Manipulating Your Behavior (1980). In fact, the issue seems to periodically rear its ugly head with renewed vigor. His admission was widely covered in the trade press of the period, yet despite the "experiment" and results having been an exposed hoax, the concept of subliminal advertising continues to be an issue today. When a major research company and several academic researchers failed to replicate the original results, Vicary eventually admitted that he had invented his experiment's results in an effort to revive his then-failing research firm (Gray 2000 Rogers 1992-1993 Rotfeld 2001). Though the study was never reported in a scientific journal and had no control group, it fit a popular paranoia of media power such that it caused a public outcry concerning psychological manipulation of consumers, which was immediate and widespread (Moore 1982). The claimed results of increased sales of popcorn and cola were widely reported in numerous news media stories. Vicary claimed to have conducted a six-week study in 1957 that involved showing movies while at the same time projecting the words "eat popcorn" and "drink Coca-Cola" on the screen for 1/3,000 of a second.
In a movie theater in Fort Lee, N J, psychologist and marketing researcher James M. What is commonly thought of today as subliminal advertising began in 1957 when a movie theater experiment subliminally directed the audience to "eat popcorn" and "drink Coca-Cola." David Ogilvy, founder of the international advertising agency Ogilvy & Mather, noted that "nfortunately word of found its way into the public prints, and provided grist for the mills of the anti-advertising brigade" (Ogilvy 1983, 209). The literature repeatedly shows that most effects are only obtained in highly artificial situations, and no research has shown an effect that changed attitudes or impacted purchasing behavior. This paper reviews nearly 50 years of research on subliminal advertising and comments specifically about Bullock's more recent publication. August Bullock (2004a) is the most recent "advocate" with his book The Secret Sales Pitch: An Overview of Subliminal Advertising. Every 20 years, subliminal advertising pops back into popular culture.