These FCC and NAB warnings were only the beginning of a long future of government intervention into the use of subliminal advertising. The NAB (National Association of Broadcasters) followed suit by urging its members to not use subliminal messages pending review and consideration (Hidden 2). This hysteria brought a quick reaction from the FCC (Federal Communication Commission) stating to its members that caution in using the new technique would evidence proper regard for the public interest (Wash 1). Soon after announcing their use of subliminal messages a story appeared in the New York Times stating that (KTLA) was certainly playing with fire (Wash 2). The most noticeable of these advertisers was KTLA in Los Angeles. Still many advertisers quickly adopted this new and untested form of advertising hoping to sell their product in increased numbers. From the beginning, Vicarys technological invention was labeled as mind altering and destructive. When news of Vicarys new technology reached the public eye it resulted in public hysteria. Finally Vicary created a company called Subliminal Projection Co. Vicary was the first person to think up subliminal perception and went on after much encouragement to develop a machine capable of testing his theory. This scare was given the name subliminal advertising by the father of this new technique, James Vicary. In 1957 a new scare came into the public spotlight.
The term subliminal messages was born and the use of these messages has risen in the ranks of advertisers wanting to sell their products with increased results. One man in particular would try to use the subconscious to communicate directly with peoples minds without them even knowing it. The idea of using an individuals subliminal perception was a direct result of research in the 50s concerning the human subconscious and how it is effected by the world around us.
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