Subliminal advertising is a controversial marketing technique that aims to influence consumers' decisions by exposing them to brief flashes of words or images below the threshold of conscious awareness. While some research has found subliminal messages can impact behavior, their effects are generally quite small and more research is still needed to fully understand how and when subliminal messages may influence people. Advertisers should carefully consider the ethics of subliminal messages and whether overt advertising approaches better serve their business goals and relationships with customers.