The human brain is exposed to a large number of stimuli every day, which it remembers and stores. Most of them are consciously experienced through the senses. But there is also a whole series of stimuli that are not consciously noticeable, but the brain stores them anyway. In marketing, such stimuli appear in the form of subliminal messages, stimuli that our senses do not consciously notice. The topic of subliminal messages is met with great controversy in the public, from those who claim that they are meaningless to those who claim that they are another way of manipulating people. Subliminal messages lead the viewer to remember them subconsciously because of their provocative message. The most common end message of subliminal messages is to induce fear of death or by alluding to sex. Using several main techniques, subliminals are inserted into films, music and advertisements, politics, but also content intended for children and young people, which entails additional questions about the ethics of this topic. Therefore, advertisers, knowing that their brains are more porous and prone to faster acceptance of imposed messages, increasingly use insertion techniques in such content. Driven by the influence of imposed subliminal messages, the brain begins to associate certain products or services with certain values. Such values shape the way a person sees himself, but also the way he wants others to see him. In the desire for his image of himself to be as similar as possible to the people around him, he begins to mold his entire lifestyle, thus also his shopping habits, according to those whose lifestyles he approaches.