Through this graduate work we will get acquainted with the basic concepts related to subliminal messages, the differences between subliminal and supralimal messages that are most often identified in practice. We will get acquainted with the types of subliminal messages as well as the techniques most commonly used when creating subliminal messages. What follows is a historical overview of the studies and experiments conducted, starting with Vicaryi's first experiment, which presented subliminal messages to the public. In this paper, the theoretical aspect is focused on the research and studies conducted throughout history in order to get acquainted with the conclusions related to the action of subliminates. Examples also show the most common subliminal and other hidden messages in real life in advertising in commercials and movies, in music and logos. At the end of the theoretical part, we will get acquainted with the legislative understanding of subliminal messages in the Republic of Croatia as well as in the United States and the European Union. The theoretical part is followed by research conducted to determine whether we can subliminally influence consumers of subliminal messages in terms of persuasive action on election preferences, and research to determine whether subliminal messages work. At the end of the paper, the conclusion was made on the basis of the theoretical part and the conducted research.