Implicit Consumer Cognition

Outraged letters and editorials appeared in major magazines and newspapers; both the U.S. Congress and the Federal Communications Commission debated the legal and ethical implications of subliminal advertising. In June, 1958, American networks and the National Association of Broadcasters banned subliminal advertising. e best available evidence, however, suggested that subliminal advertising simply did not work. Vicary’s attempts to duplicate his claims under controlled conditions were unsuccessful, at best. In a June, 1962, interview in Advertising Age, Vicary admitted that his claim was fraudulent.