This thesis will explain the meaning and purpose of advertising, the way how advertising affects the consumers, and how a better and more attractive image of the product or service can be achieved through advertising. Advertising subliminal messages are the main part of the message relating possibly not only to the product itself, but also to the consumers, depending on the purpose of the advertising goals. Properly and realistically set goals bring the advertising message to the selected target. Each consumer is different in his own way and therefore perceives and understands the sent advertising message in a different way. Different features of the message, from color, sound, model to the very effects that occur within the message impact the consumer. There are different subliminal messages used in advertising from humor, fear, guilt up to sex. This paper will explain each of the subliminal messages, including the sexual subliminal message this work i.e. research is dealing with in more detail. The goal of the research is to detect the current opinion and attitude in the society towards advertising that includes sexual subliminal messages and impression the advertising messages featuring public figures (celebrities) have. Does the advertising message involving nudity of a model draw consumers' attention to the attractive appearance of a model instead of the product. Based on the analysis and interpretation of the obtained results, we will also find out the consumers' attitudes and opinions on the impact of sexual subliminal messages in advertising on the product selection.