Subliminal messages represent the possibility of influencing human thoughts and feelings through movies, music, commercials, and similar stimuli without the knowledge of the persons affected by those stimuli. There are many well-known companies that use subliminal messages for the purpose of promoting their products and services. People cannot register them or react to them because they are most often inserted into some other content that distracts our conscious mind. Our subconscious still works in the background and sends us messages about the information it has recently received. Sometimes we don’t understand that the idea that came to our mind is not ours, but it is a rigged marketing ploy. We can say that subliminal messages are a kind of manipulation of the people of the modern age. Through a lot of research, it has been proven that this can influence a person’s thinking, although many disagree. Due to the growing presence of the media in our lives, subliminal messages are increasingly appearing in our daily lives. The goal of this paper is to define the role of subliminal messages in advertising and through research show consumers level of awarenes of subliminal messages in advertising.