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Subliminals in the 2000 Presidential Election: Policy Implications of Applied Neuroscience

The controversial RATS commercial was aired during the 2000 presidential election campaign. It used a subliminal stimulus to attack Al Gore's Medicare plan and influence viewers in favor of George W. Bush's plan. This paper summarizes what scientific research has learned about subliminal stimuli, analyzes the RATS ad in depth to determine the intent of its producers, estimates the number of viewers exposed to the ad, and discusses its effect on them. The possible influence of subliminals on political discourse is discussed with reference to advances in technology and the proliferation of TV and Internet use.