<jats:p> The unconscious processing of information is explored by drawing on contributions from psychoanalysis, clinical and cognitive psychology, and neuroscience. A theory is constructed to explain why a hidden negative image embedded in a print advertisement can increase brand-name recall. An experimental design using actual advertisements in a mock magazine with and without the embedded images is used to test the theory. The results show that unaided brand-name recall is significantly higher for the print advertisements with hidden negative images embedded in them. </jats:p>