The more subversive side of advertising has been revealed by a team of psychologists studying the effects of nostalgic marketing campaigns on audiences.

The psychologists found that companies such as Disney with its 'remember the magic' campaign, can actually plant false memories into the minds of potential customers.

Elizabeth Loftus, professor of psychology at the University of Washington in Seattle, in a British Association conference, revealed that 'autobiographical advertising' works by prompting consumers to tailor their childhood memories so that they more closely resemble the images evoked by the advertising.

The team focused on a central childhood experience - visiting Disney World and shaking hands with Mickey Mouse. They especially designed a televisual advert which suggested that the consumers shook hands with Mickey Mouse as a child which increased their confidence that they had indeed met the character.

In order to test the impact of false advertising, the advert then suggested that they had met Bugs Bunny (a non-Disney character), with a similar effect.

The findings reveal that it is in principle possible to manipulate memories of a past experience, which can change attitudes and opinions accordingly.