The concept of subliminal messages is defined as all the information and messages that are transmitted below an individual’s threshold for conscious perception. The word subliminal arose by merging the two Latin words sub (below) and the limen (threshold). The perception of subliminal messages occurs in the unconscious part of our mind and thus affects our attitudes, behaviors and judgments. Subliminal messages can be words, images, or tones that are added to existing visual or audio recordings. Their application began in the First World War and their popularity grew in the year 1957 when James Vicary, who was doing research marketing, did one of his most famous experiments titled ‘’The invisible Commercial‘’.This was the first attempt of trying to implement subliminal messages in modern age, on a matter that is present daily on a concious level. During the presentation of the movie, written messages appeared ever 5 seconds ‘’Are you hungry? Eat your popcorn.‘’ and ‘’You’re thirsty? Drink Coca-Cola‘’. The messages lasted only for 0.003 seconds, so that people were not aware of them at all.The board of directors claimed that the sale of popcorn in the cinema halls increased by 58 % , and Coca-Cola by 18 %. Five years later, Vicary admits that it was a publicity trick, charged with attracting attention and increasing publicity, considering the stagnation on his marketing career at the time. Today they are a indispensable part of propaganda in order to achieve the greater sales of various products and services. Such messages are very common in film and music industries, in politics as well. Children cartoons, including the work of Walt Disney, were accused of spreading pornography, spiritualism, even satism messages. Most often they are accused of inserting the word sex, photos of women dressed provocative as well as other things that are similar to sexual activity. They were also used as a type of manipulation applied by political campaigns for the purpose of winning the elections. For example, in 2000. when the Geogre Bush US campaign for presidential election used subliminal messages to form a negative impression of his opponent Al Goreu. A subliminal message in the pre-election video was spotted by a viewer when the announcer was talking about Gore’s plan. In those moments the word ‘’RATS‘’ appeared on the screen. The viewer contacted the news reporters, who subsequently accused the Bush campaign, and the defendants claimed it was pure coincidence. Because the lack of the awarenessof the definition of the subliminal message, it is not suprising that this is a common example of political manipulation. Studies conducted in controlled laboratory conditions have not confirmed influence of subliminal messages on people’s behavior in everyday life. They can act subtle on the preference of people, but the actual evidence of the effects of subliminal messages on people are still not confirmed. In conclusion, we come to the paradox which raises the question : Why do the world’s largest brands and companies use so much money to publish subliminal messages if they have no effect on people? The answer is simple, even if they don’t work, people think they work.