“This story may sound as though a flying saucer [1957 Time Capsule] is lurking behind the scenes, but you can rest assured that all characters in this drama are real. The tale begins some months ago when several closed-mouthed men walked into a New Jersey motion picture house [1957 Time Capsule] and fitted a strange mechanism to the film projector. Over the next six weeks, as 45,699 unsuspecting movie goers watched Hollywood’s newest epics [1957 Time Capsule], a strange thing reportedly occurred. Out of the blue, it is claimed, patrons started deserting their seats and crowding in the lobby. Sales of Coca-Cola [1957 Time Capsule] reportedly rose 18.1% and popcorn purchases zoomed 57.7% over the theater’s usual sales. These claims – and the explanation of this purported phenomenon – were made at a press conference yesterday afternoon [1957 Time Capsule] by executives of a new firm called Subliminal Projection Co., Inc. The movie patrons had been subjected to ‘invisible advertising’ that by-passed their conscious [1957 Time Capsule] and assertedly struck deep into their sub-conscious. The trick was accomplished by flashing commercials past the viewers’ eyes so rapidly [1957 Time Capsule] that viewers were unaware they had seen them. The ads, which were flashed every five seconds or so, simply urged the audience to eat popcorn [1957 Time Capsule] and drink Coca-Cola, and they were projected during the theater’s regular movie program.”
Vicary claimed that subliminal advertising [1957 Time Capsule] would revolutionize the advertising industry – which was moving rapidly to take advantage [1957 Time Capsule] of the growing popularity of television – by promoting products directly to the drives, needs [1957 Time Capsule] and desires of the unconscious mind. The cool, rational processes of conscious recognition and evaluation [1957 Time Capsule] would be disabled. The public was worried: were they about to become [1957 Time Capsule] the victims of brainwashing?
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