necessary for our immediate survival. Oftentimes our defense mechanisms even keep us from consciously acknowledging data that is necessary for our survival such as piercing through to the message conveyed in subliminal advertising. Even as we are aware of the nature of perceiving, subliminal symbols and/or words in magazine advertisements are difficult to recognize when first attempted. Wilson Key has written, "As a culture, North America might well be described as one enormous, complex, magnificent, self-service, subliminal massage parlor." In short, the effect that advertising (whatever this concept might include) has on human buying attitudes and behavior is of almost incomprehensible complexity....
