Subliminal advertising (also known as SA) is simply defined as promotional messages with hidden meanings that involves the recipient’s subconscious mindset. The efficiency of subliminal advertisements is likely supported by scientific evidences, while certain industries are considering it as a jurisdiction in business practice deception.

The term “subliminal advertising” was invented by James Vicary during the 1950s. A market researcher by profession, Vicary founded The Subliminal Projection Co. to address the hidden messages between advertisements shown in movie theatres. The “Hungry? Eat Popcorn!” and “Drink Cola” messages seen throughout the film “Picnic” were deemed subliminal. However, Vicary claimed that these messages made the 1955 film successful.

In 1957, Vance Packard wrote and published “The Hidden Persuaders”, a book about media manipulation during the 1950s. In his book, Packard revealed the significance of psychological techniques and motivational studies in manipulating public interest. A year after its release, The National Association of Broadcasters and concerned American networks prohibited the use of subliminal advertisements in television. The prohibition also took place in Australia and United Kingdom.
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