When external reality changes, the local ZM won't make good predictions and
the brain will in consequence look for/build a new model suitable to the new
external reality. However some time to react is needed.
In the case of subliminal messages we have an image which will produce a new
M-model. This will have to activate a ZM-SL (SL= subliminal), but before the
activation of the new ZM-SL, the dominant external reality will reappear,
which will immediately reactivate the initial ZM. Thus ZM-SL has time to be
built, but will not be activated. This will have the effect on a person as an
idea or tendency to something, without an explicit reason. Of course these
thoughts influence methods can create big disorders in the structure of models
of a given brain, as some half-elaborated models have to be integrated in the
normal structure of models. ZM-SL can become illegal models. This is why
subliminal messages are forbidden, at least in advertising, all over the
world.