Later on, these participants were asked to state their preferences for two potential "new" brand names of either cola or soymilk beverages. The fictitious brand names were shown for 26 milliseconds, so briefly that participants could not realise that they saw them they could only consciously see the words "black" and "white." Sitting in front of a computer screen, the research participants were shown a Chinese fictitious brand name paired with the word "black," and another Chinese fictitious brand name paired with the word "white." The findings suggested that subliminal advertising might in fact work-it is possible that information in an advertisement a person never consciously sees changes their thinking about the advertised product. The research, conducted in Hong Kong by Gorn and Galli, investigated if it was possible for people to learn the attributes of a brand unconsciously. Since then, however, scientific research has been unable to provide convincing evidence in support of it. It has been controversial since the 1950's when advertisers first claimed that it worked.
Subliminal advertising refers to advertising where some of the advertisement, for example "Thirsty? Drink Coke," is shown to an individual for so brief a duration that s/he is unable to consciously detect it. Park Prize by the Society for Consumer Psychology. The paper, which has been named as best article in the Journal of Consumer Psychology in 2011, has just been awarded the C.W.
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