John O’Toole on Subliminal Advertising
From ~ John O’Toole in The Trouble With Advertising, 1981
I do not like to destroy cherished illusions but I must state unequivocally that there is no such thing as subliminal advertising. I have never seen an example of it, nor have I ever heard it seriously discussed as a technique by advertising people. Salesmanship is persuasion involving rational and emotional tools that must be employed at a conscious level. Furthermore, it’s demeaning to assume that the human mind is so easily controlled that anyone can be made to act against their will or better judgement by commands they don’t realize are present.