Subliminal Advertising

Findings indicate that the emotional meaning of words can be accessed subliminally, occurring in the same brain region as conscious processing, wrote the researchers, Lionel Naccache and colleagues at the Hôpital de la Salpêtrière, Paris.

"For instance, an advertiser might flash words such as “drink Coke” on a movie screen too briefly for conscious notice, with the result that cola sales go up at the popcorn counter."

A frequent claim by those who believe that advertisers use subliminal messages, is that advertisers hide sexual images or words in ice cubes within drink advertisements. This is supposedly part of a strategy to subconsciously associate the brand with pleasurable experiences. One book has cited the above advertisement as an example. Among other things, the word "sex" can supposedly be found in the ice cubes. The advertising industry has vigorously denied using such techniques.