The aim of this B.A. thesis is to delve into the intriguing realm of subliminal messages in advertising with an emphasis on exploring their overall presence and their potential impact on consumer behaviour. Due to the ever-growing importance of advertisements in terms of influencing consumers’ purchasing habits and decision making, advertisers are constantly seeking innovative methods to present their product or brand. Subliminal messages, i.e. messages which are hidden below the threshold of conscious perception, have become one such method of interest for advertisers in the last few decades. In order to demonstrate this phenomenon, I will first discuss the origins of subliminal messages in advertising and the empirical studies which were conducted in an attempt to prove their effectiveness, or lack thereof. After a brief discussion regarding the different kinds of subliminal messages which exist, a series of example advertisements will be presented and analysed with the objective of determining the presence of subliminal stimuli. In order to achieve a clearer and more concise analysis, the example advertisements will be divided into a couple of distinct categories. The first group will regard advertisements which feature hidden messages of a sexual nature, and the second one will regard purely language based advertisements with a focus on those which appear in the field of tourism. These examples were pulled from various media platforms, such as television advertisements, magazine covers, and political campaigns. The purpose of these analyses is not only to determine the presence of subliminal stimuli, but also to show how these hidden messages are supposed to influence the minds of consumers.