Fast food for the subconscious
You see what you want to see—or eat: A McDonald’s poster campaign plays on the viewer’s hungry subconscious.
The principle of selective perception states that the brain looks for patterns in its environment in order to cope with the abundance of information. So when you're hungry, you might be particularly attentive to stimuli in your environment that have to do with food.
For McDonald's, DDB Greece refers to the psychological phenomenon and says, "If you see the signs, you must be hungry.
