There are now many demonstrations of powerful behavioral, judgmental, and motivational effects induced by the simplest of manipulations: unobtrusive presentations of words synonymous with the desired effect. These effects occur without the individual's conscious awareness or intent, and people seem unaware of the effect even right after it has occurred. These various effects will be described and then discussed in terms of their developmental origins and their potential use and abuse by external agents (e.g., government, corporations) with an interest in promoting certain opinions and behaviors.