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There has long been debate to the efficacy of subliminal messages in advertising. From the coining of the term by Vicary in 1957 to present day there has been disagreement about both the ethical ramifications of using subliminal messaging as well as argument about whether it even works.

The theory behind subliminal advertising is that if messages are presented to consumers in a manner that they are not aware of they will be more likely to purchase a given product. Vicary claimed to have conducted a study in 1957, where he increased popcorn and Coke sales by quickly flashing images of the products onto the screen during a movie. Vicary later admitted that he had not conducted the study and the report was in fact an advertising ploy for his fledgling ad agency.

In actual studies that have been conducted, the results vary. It seems that the best results can be seen when the message is simple, either a single image or word. It is also important for the consumer to be in need of a similar product. In a study assessing the efficacy of subliminal messages in advertising, Karremans found that exposing subjects to images of a specific brand of drink would only generate interest if participants were already thirsty.

Subliminal messages were used in advertising in the US up until the FCC outlawed their use in 1974. The FCC expressed concern that subjecting people to subconscious messages would infringe upon their freedom.

Even after being banned there are still reports that surface of subliminal messages being used to influence consumers. One of the more notable examples in recent years was seen in an Ontario casino. It was alleged that video slot machines would flash images of winning combinations prior to a gambler sitting down. The machines were quickly pulled, but not before anti-gambling advocates accused the government on preying on the addictions of gamblers.

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