“In 1957, James Vicary, a market researcher, conducted a six week test in a New Jersey movie theatre. A high-speed projector repeatedly and subliminally flashed the slogans ‘drink Coke’ and ‘eat popcorn’ over the film. I thought I’d make my own cinema ad to try something similar. According to Vicary, popcorn sales went up by 57.5% and Coke sales by 18.1%… Whether Vicary’s results were due to the subliminals can never be shown and the experiment has become shrouded in urban myth. This is the Genesis Cinema in East London, which kindly agreed to include our ad amongst the trailers for a screening of Ocean's Twelve, a carefully chosen film which, if the ad works, the audience will not be able to remember. Not a bad thing.”

— Derren Brown

TV Series and Specials (Includes DVDs), Trick of the Mind (2004–2006)

Adopted from Wikiquote. Last update June 3, 2021. History

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British illusionist 1971

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“Can somebody explain to me why Pepsi and Coke advertise? Are we missing something? Seriously, everyone in this room has drank enough Pepsi and Coke in their lifetime they could piss it for a week.”

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“You used the word ‘civilization,’ which means a set of abstractions, symbols, conventions. Experience tends to be vicarious; emotions are predigested and electrical; ideas become more real than things.”

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Source: The Gray Prince (1975 [serialized 1974]), Chapter 4 (p. 48)

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