“Hidden persuaders” was the term given to the manipulative advertising techniques described by Vance Packard in his 1957 book bearing that title. Among other tricks, Packard described a New Jersey movie theatre that flashed images to movie viewers ordering them to buy food and drinks. Packard reported that these embedded orders—recognizable only by the subconscious mind—provoked a “clear and otherwise unaccountable boost” in the theatre’s concession sales. Six years later, however, it came to light that Packard had been bamboozled, when James Vicary, the founder of Subliminal Production Inc., who claimed credit for the alleged experiment, confessed that it never took place.

According to the executives of advertising agencies, subliminal messages are not effective and, therefore, are never inserted into ads. Speaking to a reporter for the Chicago Sun Times, Hal Shoup, executive director of the American Association of Advertising Agencies, stated that subliminal advertising “is a myth that has been perpetrated for the last 30 or 40 years.”3 Similarly, an executive from the Leo Burnett advertising agency told the Chicago Sun Times that inserting subliminal messages in advertisements “violates all ethical standards...We flat out wouldn’t do it, and we don’t do it as an industry.”4 But isn’t looking to the executives of advertising agencies to tell us whether subliminal advertising works, a bit like asking Wile E. Coyote if the Roadrunner’s food is safe to eat?

Each year, consumers spend roughly $US50 million for self-help tapes embedded with subliminal messages that are supposed to teach a person a foreign language while they sleep, or help them lose weight, or quit smoking. Additionally, some stores embed subliminal messages in their background music in an effort to discourage shoplifting. Time magazine reported in 1979 that messages such as “I am an honest person” and “Stealing is dishonest” were being utilized in over fifty department stores. One department store utilizing the hidden messages reported a savings of $US600,000 by reducing theft 37 percent during a nine month period.5

So, if subliminal messages evidently work in self-help tapes and embedded in department store music, it certainly seams reasonable that they would also work—and perhaps even work better—in a visual medium such as television, whether selling Coca-Cola or a presidential candidate.

Most to the point, a study performed at Dartmouth College showed that viewers’ attitudes toward politicians could indeed be manipulated by inserting single frames into newscasts. In a letter published in the Boston Globe, on September 17, 2000, Roger D. Masters, Professor of Psychology at Dartmouth College, who supervised the study, called for immediate rules that prohibit the use of subliminal cues of any kind in political advertising.6

The “RATS” incident with Bush is, however, not about whether subliminal advertising actually works—a question that is evidently still open to debate. The issue is a much deeper one. When asked about the advertisement by Diane Sawyer, Bush stated “I don’t think there is a plot to put subliminal messages in the people’s minds”—a comment that nicely frames the issue.

If you believe Bush and his pitchman, the “RATS” image was either “unintentional” or an innocent “visual drumbeat.” But, if you are skeptical—if you think that the evidence does indeed show an attempt to use subliminal messages (regardless of their actual efficacy)—the implications are no laughing matter. After all, this was not a trick to boost popcorn sales. This was a premeditated “plot to put subliminal messages into people’s minds” by a man seeking to hold the most powerful position in the world. The advertisement in question ran 4,400 times in 33 cities and cost the Bush campaign $US2.5 million dollars. It’s hard to believe that the ad was not very carefully produced and tested on a focus group of viewers.

Inserting subliminal messages in an advertisement is an inherently misleading action. It is an attempt to manipulate a person’s thinking without the person realizing that any such manipulation is occurring. Everyone knows that all advertising is propaganda, but embedding subliminal messages in political ads for the position of the United States Presidency is downright Orwellian. Assuming that the placement of the single frame “RATS” was—as it appears to be—a surreptitious attempt to subliminally manipulate the minds of viewers, it reveals a chilling disrespect for the cognitive autonomy of American citizens. What does it say about the government’s respect for our minds when a Governor running for the most powerful office in the world is caught red handed trying to manipulate our minds through such duplicitous means?

I see this incident as just one more example of how we as individuals, and as a society, have become dangerously comfortable with the government’s encroachments into the autonomy of our thoughts and mental processes. If a politician running for the most powerful position in the world has no qualms about surreptitiously manipulating people’s minds in order to get there, what is he willing (and even more able) to do should he get into that office? A similar disregard for peoples’ sovereignty over their own consciousness was what led the CIA in the late 1950s through the early 1970s to secretly test drugs such as LSD on unwitting civilians.

Quite simply, this recent “RATS” incident reveals the level of disrespect that government officials have for the mental autonomy of citizens. As we advance into the coming technology-saturated decades, it is imperative that we, as individuals and as a society, expressly acknowledge and affirm the right of each individual to have autonomy over his or her mind. Free from forced and surreptitious corporate and government manipulation, and free from criminal prohibitions that make responsible citizens “thought criminals.” The right to control one’s own consciousness is the quintessence of freedom. Let’s make it clear to the politicians that our minds are our own.

NOTES

1 “Smudging the Subconscious,” Saturday Review, (Oct. 5, 1957): 40.

2 The political advertisement can be viewed online at: http://www.usatoday.com/news/e98/e2647.htm

3 Smith, Bryan, “Do Ads Play Mind Games?” Chicago Sun Times, (Sept. 14, 2000): Sec. CST, 6.

4 Ibid.

5 “Secret Voices,” Time, (Sept. 10, 1979): 71.

6 Subliminal messages are already expressly forbidden in advertisements for alcohol. A federal regulation enacted by the Bureau of Alcohol and Fire Arms prohibits alcohol companies from employing “Deceptive advertising techniques,” including “any device or technique that is used to convey, or attempts to convey, a message to a person by means of images or sounds of a very brief nature that cannot be perceived at a normal level of awareness.” (27 CFR 7.54, 27 CFR5.65, 27 CFR4.64 (April 1, 2000)). Similarly, while the Federal Communication Commission (FCC) and the Federal Trade Commission (FTC) remain agnostics with respect to the effectiveness of subliminal messages, both agencies consider subliminal advertising to be deceptive and “contrary to the public interest…whether effective or not.” Neither agency regulates political advertising.

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Philip Jenkins is Distinguished Professor of History and Religious Studies at Pennsylvania State University. He is the author of numerous books, including Synthetic Panics: The Symbolic Politics of Designer Drugs (New York University Press, 1999). This is a transcription of his testimony before the House Judiciary Committee, Subcommittee on Crime on "The Threat Posed By The Illegal Importation, Trafficking, And Use Of Ecstasy And Other 'Club' Drugs," a hearing held on June 15, 2000.

Viewer Commentary: 9 comments

Was raised w/o tv and raised my children w/o it. Before 9/11, AOL/TimeWarner did aggressive dooor-to-door campaign offering 3 months of cable at very low price, so I signed up (thereby ensuring that I would see the plane crashing into the tower). During this brief time of tv watching, I caught 2 subliminal images, and know other people who have seen them, too--a variety. I told my co-workers to throw out their tvs and free their minds.
Peace, Kathleen

Posted by Kathleen Beatty @ 11/11/2002 04:42 AM EST

Are we really surprised at this? More importantly, are we supposed to expect that ads NOT try to impress images upon us, both consciously and subconsciously? They will try any kind of technique to get someone to buy a burger, vote for a politician, or support a needless war that they can think of .

There is one sure fire way to avoid subliminal advertisements: turn off the television. They don't call it the idiot box for nothing. And they don't call TV shows "programming" for nothing either.. ;)

By the way, Kathleen, I was wondering what subliminal messages you have caught so far. I would be very interested in knowing what ad agencies are employing this technique.

Posted by Paul S. @ 11/11/2002 08:01 AM EST

yeah, and report it to the authorities, because i'm pretty sure subliminal messages are illegal, i.e. against the law. whichis not to say it doesn't happen but. anyway

Posted by eikuhwe @ 11/11/2002 09:37 AM EST

I too agree with all of the above. Document these "images". Keep a close "eye" on childrens programs too, especially pixar/disney.

Posted by north wind @ 11/11/2002 02:42 PM EST

When the republican subliminal hate messages were discovered during the presidential elections, they were quickly dismissed by republicans and overlooked by the press. I personally think that the wealthy have declared war on demanding employees and the unwealthy. Look at what is being done in the name of the economy, the future is being sacrificed because the dictators insist that the economy is the only thing that matters. I thought that brainwashing was illegal in your violent country. I guess that the rules only apply to the workers and taxpayers. You people are being programmed with the fear of losing your stuff. You should kill before you lose your stuff, says G.w.B. , YOUR STUFF IS WHAT IS IMPORTANT AND DON'T YOU FORGET THAT G.W.B. KNOWS WHAT IS BEST FOR EVERYBODY.

Posted by LOVE JONES @ 11/12/2002 09:31 AM EST

Rumor Mill News Is Under Attack!
We are currently experiencing something that is similar to a "Denial Of Service Attack".
As I said, it similar, it is NOT the same thing. What this means for our readers is that sometimes you will be able to access everything, and sometimes you won't be able to. If you receive a message that says, "Internal Server Error 500", try again in a few moments and you may get through.

The RMNews Updates is still up, as are many other areas, such as the OUTPOST, Breaking News, News Links, and our links to other webpages. Scroll down this page and you will see the regular front page of Rumor Mill News, and most of the links will work! The current attack appears to be directed at the RMNews Forum AND my administration areas, in other words, the links that allow us to make changes in the webpage OR fix the Forum.

I know who the underlings are who are behind this current attack. They work for the NWO... in particular the Zionist/Hawk section of our Government. They have tried to disrupt, pervert and destroy Rumor Mill News once before. They have also tried to subvert our loyal agents and turn them against us! They are back at work with a vengence! They have been cloning my rayelan@rumormillnews.com email address and using it to send messages to our agents. Due to the problems in my own life as well as the problems with the webpage, I am emailing very few people right now. If you have received a strange email message from me in the last three or four days, please forward it to me so I can let you know if it is REALLY from me, or if it is one of the "clones". Please also realize that they are using my email address to send viruses to people who have posted on the RMNews Updates.

When Rumor Mill has been disrupted in the past, major intel operations have been launched, and/or "terrorists" have attacked the United States. The last major disruption to the Rumor Mill News Forum took place shortly before 9.11. If the government is behind this, and I have every reason to suspect this, it is my feeling that something is just about to happen. One of our Agents posted a newsletter from Karen Lee Bixman on the Forum. I was going to email it to the RMNews Updates and put a link to it here. But I waited too long, and haven't been able to pull up the forum again to access the article. Hopefully this agent, will see this and email Karen's letter as well as the other information he just posted to: RMNEWS_DAILY_EMAILS@YAHOOGROUPS.COM

ATTENTION ALL RUMOR MILL NEWS AGENTS
If you are lucky enough to be able to access the READING ROOM - aka the RMNews Forum; PLEASE also send your article to: RMNEWS_DAILY_EMAILS@YAHOOGROUPS.COM . If you can't access the RMNews Forum, please email all your news to the above email address. This way, we can be assured that our readers will be kept up to the minute on breaking news... such as Henry Kissinger being appointed to head the committee to investigate 9.11. I guess we NOW know for sure that we will NEVER be told the truth about 9.11! In my opinion, and the opinion of many loyal Americans, appointing Kissinger to this position is the WORST injury that has happened to the United States since 9.11. Needless to say, Kissinger is also part of the Zionist/Hawk group that is currently behind the assault of Rumor Mill News and having him in charge of the 9.11 investigation is like putting the FOX in charge of the chicken coop!

This Thanksgiving, make sure to say prayers for the survival of our way of life.

Posted by Rumor Mill News Is Under Attack! @ 11/27/2002 05:33 PM EST

Rumor Mill News Is Under Attack!
We are currently experiencing something that is similar to a "Denial Of Service Attack".
As I said, it similar, it is NOT the same thing. What this means for our readers is that sometimes you will be able to access everything, and sometimes you won't be able to. If you receive a message that says, "Internal Server Error 500", try again in a few moments and you may get through.

The RMNews Updates is still up, as are many other areas, such as the OUTPOST, Breaking News, News Links, and our links to other webpages. Scroll down this page and you will see the regular front page of Rumor Mill News, and most of the links will work! The current attack appears to be directed at the RMNews Forum AND my administration areas, in other words, the links that allow us to make changes in the webpage OR fix the Forum.

I know who the underlings are who are behind this current attack. They work for the NWO... in particular the Zionist/Hawk section of our Government. They have tried to disrupt, pervert and destroy Rumor Mill News once before. They have also tried to subvert our loyal agents and turn them against us! They are back at work with a vengence! They have been cloning my rayelan@rumormillnews.com email address and using it to send messages to our agents. Due to the problems in my own life as well as the problems with the webpage, I am emailing very few people right now. If you have received a strange email message from me in the last three or four days, please forward it to me so I can let you know if it is REALLY from me, or if it is one of the "clones". Please also realize that they are using my email address to send viruses to people who have posted on the RMNews Updates.

When Rumor Mill has been disrupted in the past, major intel operations have been launched, and/or "terrorists" have attacked the United States. The last major disruption to the Rumor Mill News Forum took place shortly before 9.11. If the government is behind this, and I have every reason to suspect this, it is my feeling that something is just about to happen. One of our Agents posted a newsletter from Karen Lee Bixman on the Forum. I was going to email it to the RMNews Updates and put a link to it here. But I waited too long, and haven't been able to pull up the forum again to access the article. Hopefully this agent, will see this and email Karen's letter as well as the other information he just posted to: RMNEWS_DAILY_EMAILS@YAHOOGROUPS.COM

ATTENTION ALL RUMOR MILL NEWS AGENTS
If you are lucky enough to be able to access the READING ROOM - aka the RMNews Forum; PLEASE also send your article to: RMNEWS_DAILY_EMAILS@YAHOOGROUPS.COM . If you can't access the RMNews Forum, please email all your news to the above email address. This way, we can be assured that our readers will be kept up to the minute on breaking news... such as Henry Kissinger being appointed to head the committee to investigate 9.11. I guess we NOW know for sure that we will NEVER be told the truth about 9.11! In my opinion, and the opinion of many loyal Americans, appointing Kissinger to this position is the WORST injury that has happened to the United States since 9.11. Needless to say, Kissinger is also part of the Zionist/Hawk group that is currently behind the assault of Rumor Mill News and having him in charge of the 9.11 investigation is like putting the FOX in charge of the chicken coop!

This Thanksgiving, make sure to say prayers for the survival of our way of life.

Posted by Rumor Mill News Is Under Attack! @ 11/27/2002 05:33 PM EST

These days it seems like anything
that comes from the big media networks is nothing BUT propaganda
to warp our minds into thinking that it's within normal limits to
blow up inoccent people in the name of "The war on terrorrism"

"HAIL DER FUHRER!"

It would be really sweet if we would do something normal like:

"GOING AFTER THE CORRECT TARGETS!"

That would be a step in the right direction.

Posted by ANOTHER LISTENING GEEK @ 12/30/2002 12:21 PM EST

Please Get Real Folks. Subliminality is everywhere - purposive and instinctive, used by cats and dogs, the rich and the poor.

Last night I was in a bar with friends and family. Through the use of subliminal signals, I got those sitting at the adjacent table to carefully critique an amateurish wall-hung painting.

DO NOT VICTIMISE YOURSELVES

Posted by BlindGuy @ 01/02/2003 03:26 AM EST