As an individual becomes aware of subliminal phenomena, the shock may cause him some initial physical or emotional discomfort - possibly even concern over his sanity.

Ice cubes sell more alcohol for the distilling industry than sexy models in cheesecake poses.

Subliminal perception is a subject that virtually no one wants to believe exists, and -- if it does exist -- they much less believe that it has any practical application. . . . The techniques are in widespread use by media, advertising and public relations agencies, industrial and commercial corporations, and by the Federal government itself.

Ice cubes likely sell more alcohol for the distilling industry than attractive models in cheesecake poses. The inconspicuous ice cubes often hide the invisible sell - invisible, that is, to the conscious mind.

It is quite possible that societies - much like individuals - collectively repress information, concepts, and ideas which would produce high anxiety levels if dealt with consciously.

Merchandisers, by embedding subliminal trigger devices in media, are able to evoke a strong emotional relationship between, say, a product perceived in an advertisement weeks before and the strongest of all emotional stimuli - love (sex) and death.