Research

Since the 19th century researchers have been performing psychological tests to confirm the existence of subliminal perception. N. F. Dixon has compiled over 500 studies on this topic and concluded in his book that subliminal perceptions exists beyond any reasonable doubt. He said, "It would seem that reports of percepts may be influenced by stimulation which the percipient is not aware. Certainly, it can be claimed that the having of a conscious percept does not exclude the possibility of subliminal effects." His book is held in such esteem one advertiser quoted "Dixon's book is basic reading for our creative department. We think of it as an operational bible." Ironically, Dixon never guessed his work would be used for commercial exploitation. 

Dr. Hal C. Becker has patented a black box from 1962 to 1966 to pipe audio subliminal messages on top of another audio source. He has used this black box experimentally in stores to reduce theft and on weight reduction programs. In the case of the store, which a message such as "Don't steal" was superimposed into background music, theft in the store dropped 37%. However, he has urged caution in the use of such device and keep an eye on "other uses." Since his device is in patent, any company can look up the design and build a similar device to influence the population. Who knows, they may already by using it at every TV broadcasting station. 

It is clear that humans can be affected by subliminal stimuli without their conscious awareness. The understanding of the our brain is too limited to understand how or why this works. However, the advertisers don't care about the inner workings of the brain. They only care that the population can be influenced and they have the resources to do the influencing. 

As with every theory, there are people who argue against subliminal perception. Some are intellectuals, but curiously, the loudest and strongest voices come from the advertisers. The most often used argument against this phenomenon is that it is "inherently unlikely, anthropomorphic, unparsimonious, physiologically inexplicable, and based upon shaky methodology." There are many plausible reasons why people vehemently deny the existence this phenomenon. According to Dixon, people instinctually fear what they do not know. We live in a country where personal freedom is one of the founding principles of this democratic society. To admit to an unconsciousness is to admit to the fact that there are areas of our brain that we can not control, but others can without our knowledge. The resistance is explicated.