Q. Does subliminal advertising work? A. That's an interesting question. (Send me money.) The American public was first introduced to the idea of subliminal advertising in 1957 by James M. Vicary. In a press conference announcing the formation of the Subliminal Projection Company, Vicary claimed that he was able to increase sales of popcorn and Coke through the use of subliminal advertising. (Send me lots of money.) According to Vicary, during a six-week test in a movie theater, he was able to drive up sales of popcorn by 57.5% and sales of Coke by 18.1% simply by flashing the slogans "drink Coke" and "eat popcorn" over the movie for 1/3,000th of a second every five seconds. (You want to send me money.) As plausible as his assertions might have been, there was little evidence to support them. (Send me money.) For one thing, Vicary refused to reveal where he conducted his experiment or document it in any meaningful way. What's more, psychologists who performed similar experiments concluded that a subliminal ad was no more compelling than a billboard glimpsed from the corner of the eye. In an effort to vindicate his claim, Vicary agreed to run the subliminal message "telephone now" during a Canadian broadcast. Like other documented cases, the experiment failed. Telephone usage didn't increase noticeably, and not a single viewer guessed Vicary's message. (Send me money.) While neither this experiment nor previous experiments disproved conclusively the effectiveness of subliminal ads, American broadcasters were so convinced of the ineffectiveness of subliminal messages that they simply volunteered not to run them. (You have an urge to send me money.) BTW, If you're still unconvinced and would like to see more research on the subject, you'll be happy to know that I'm running my own little subliminal experiment. I can't tell you about it now, but in the coming weeks I'll reveal my findings. By the way, if you ever need to reach me - for any reason - my mailing address is: GCFL, Box 12021, Huntsville, AL 35815, USA. In a certain suburban neighborhood, there were two brothers, 8 and 10 years old, who were exceedingly mischievous. Whatever went wrong in the neighborhood, it turned out they had had a hand in it. Their parents were at their wit's end trying to control them. Hearing about a priest nearby who worked with delinquent boys, the mother suggested to the father that they ask the priest to talk with the boys. The father replied, "Sure, do that before I kill them!" The mother went to the priest and made her request. He agreed, but said he wanted to see the younger boy first and alone. So the mother sent him to the priest. The priest sat the boy down across a huge, impressive desk he sat behind. For about five minutes they just sat and stared at each other. Finally, the priest pointed his forefinger at the boy and asked, "Where is God?" The boy looked under the desk, in the corners of the room, all around, but said nothing. Again, louder, the priest pointed at the boy and asked, "Where is God?" Again the boy looked all around but said nothing. A third time, in a louder, firmer voice, the priest leaned far across the desk and put his forefinger almost to the boy's nose, and asked, "Where is God?" The boy panicked and ran all the way home. Finding his older brother, he dragged him upstairs to their room and into the closet, where they usually plotted their mischief. He finally said, "We are in BIG trouble!" The older boy asked, "What do you mean, BIG trouble?" His brother replied, "God is missing and they think we did it."Back to jokes page