How does this magic trick work?

My friend showed this to me - he thought it was real, I'm not so sure. Any idea how it's done, if it's real at all, that is? I'm sure it has something more to do with the photo than is explained but I'm not so sure.

(I don’t think I can post the link but if you go to Youtube and search ‘subliminal messaging techniques revealed’ you should be able to find it.)

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How can you even belive for a second that this stuff is real? Its always, always, always fake, no matter how much you expect otherwise