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Nothing is more difficult in the modern world than to protect the privacy of the human soul.
2 Bush and Republican ad-maker Alex Castellanos denied that the quickly flashed word was a subliminal message designed to surreptitiously sling mud at Gore. According to the theory of subliminal advertising the image would, indeed, register in a viewer's subconscious mind, thereby causing the viewer to negatively associate Al Gore with a rodent. Among other tricks, Packard described a New Jersey movie theatre that flashed images to movie viewers ordering them to buy food and drinks. Six years later, however, it came to light that Packard had been bamboozled, when James Vicary, the founder of Subliminal Production Inc., who claimed credit for the alleged experiment, confessed that it never took place. According to the executives of advertising agencies, subliminal messages are not effective and, therefore, are never inserted into ads.