Once our attention is attracted by any aspect of an ad, other elements can be added, since the mind continues storing information unconsciously. In the example of the detergent being held by a manly hand, the symbolism, although not perceived on a conscious level, still has an impact. Subliminal advertising, discovered in 1965, transmits messages which are received on a level below that of ordinary consciousness. Superimposed images pass by so quickly that the conscious mind does not have time to perceive them. Nevertheless, they are perceived - tests have clearly shown that consumer behavior is influenced by these subliminal suggestions. The practice is now illegal, but the mechanism is still in place, occurring whenever you concentrate on a given object, but continue to register periphery information (for example while staring at a computer screen).

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