Although there is no credible scientific evidence that subliminal persuasion exists, we (Erin Strahan, Steve Spencer, and I) have initiated a program of research designed to test the notion that subliminal priming techniques can enhance the effectiveness of standard persuasive appeals by creating psychological states that communicators can take advantage of. In one pair of experiments we've found that (1) we can subliminally prime thirst, and (2) when we do so, message recipients (especially when they are thirsty to begin with) are more influenced by an advertisement for Super-Quencher, a new sports drink that purports to quench thirst "25% better than any other sports drink on the market." In another pair of experiments we've found that (1) we can also subliminally prime sadness, and (2) when we do so, message recipients (especially when they are situationally-motivated to repair their sad moods) are more influenced by an advertisement for the Tweed Monkeys, a new 'upbeat' rock band whose debut CD, "Good Times," purports to be "filled with energetic songs that will put you in a good mood." The role of motivation in affecting the impact of subliminal priming techniques as well as the potential abuse of our findings will be discussed.