In it, he claimed that an experiment in which moviegoers were repeatedly shown 0.03-second advertisements for Coca-Cola and popcorn significantly increased product sales.
For example, James Vicary, working in the 1950s, tested the word 'lagered' for a brewing company.
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In a recorded segment, Derren presents a "potted history" of subliminal techniques, including their purported use by James Vicary to sell refreshments in United States cinemas, and inclusion in Vance Packard's book The Hidden Persuaders.