For over fifty years, companies have used subliminal messages in print, television, and radio advertising to manipulate consumers into purchasing certain products and services. This form of advertising violates the First Amendment rights of American citizens, which, as defined by Wooley v. Maynard, extend to the protection of a person's freedom of thought and speech. Such communication influences the individual's behavior without his knowledge and removes his ability to actively make certain decisions. The practice of subliminal messaging is defined by the Federal Communication Commission as "a technique of projecting information below the threshold of sensation or awareness of the viewing audience." In visual advertising, in particular, a message lasting a few milliseconds is displayed on the television screen. Theoretically, such a message could be absorbed by the viewer without him realizing it ("Subliminal Messages"). This practice was first brought to public attention in the late 1950s, when James Vicary, a movie theater owner and marketing researcher, announced that he had developed special equipment that would allow the advertising industry to use subliminal projection ("The Legal Status of Subliminal Communication in America"). He cited a success story at one of his private theaters where he projected phrases like "Eat popcorn" and "Drink Coca-Cola" at 0.0005 seconds during movies. Using this method, he claimed to have increased Coke sales by 18% and popcorn sales by 58% (“The Roots of Subliminal Perception”). Although Vicary attempted to pass off his discovery as a harmless advertising technique, the general public was greatly offended and fearful of this attack on their subordinates... middle of paper... claims from corporate entities, there are conclusive findings prove that subliminal messaging is effective. If we are not careful, society could be overwhelmed by subconscious manipulation, and the very freedom on which this country was founded could become a victim of the consumerism that has come to dominate citizens' daily lives. The entire fabric society will slowly crumble as companies play with people's brains and influence their daily choices. As technology becomes more advanced and the world evolves, the law must grow alongside it to limit and prune the developments of innovation. In terms of subliminal messages, the law has lagged far behind the growth of technology and scientific discovery. By implementing the necessary regulations we will be able to control and hopefully stem the proliferation of subliminal messages in our daily lives..