Nowadays the media, both print and electronic, are used by the general population as a tool to stay informed. If someone wants to update themselves on the latest events around the world or simply wants to find out if their favorite team has won, the media is the way to go. We trust the media to keep the entire world updated and connected. But are the media exploiting our blind trust by unconsciously manipulating us through subliminal advertising? First, what is subliminal advertising? It is a technique in which the consumer is exposed to advertising of a product or brand such as images or songs related to the product without being aware of it. This can include commercials during the airing of different sports games or that catchy commercial song that gets stuck in our minds. The consumer is then expected to decode the information unconsciously without ever realizing the source of the information. This influences consumer behavior. This research paper will mainly focus on the different methods and strategies used by the media to persuade consumers to purchase a certain product or avail a specific service. The research will then help determine whether these methods can be classified as mind control tools by evaluating their effects on purchasing patterns and the consumer's subconscious. It is believed that the first example of subliminal advertising dates back to 1957 because it was the first time something like this had come to people's attention. A movie theater in Fort Lee, New Jersey, experimented with its audience by convincing them to eat popcorn and drink Coca-Cola. David Ogilvy, the founder of the famous international advertising company Ogilvy and Mather, writes in his bo...... middle of paper ......iarty. 1992. Advertising Principles and Practice. 2nd edition. Englewood Cliffs, NJ: Prentice Hall.Bloomquist, Douglas W. 1985. Teaching Sensation and Perception: Its Ambiguous and Subliminal Aspects. In The G. Stanley Hall Lecture Series, edited by Anne M. Rogers and C. James Scheirer, vol. 5 (159–203). Washington, DC: American Psychological Association.Hawkins, Del. 1970. The effects of subliminal stimulation on drive level and brand preference. Journal of Marketing Research, 7: 322–326.Cooper, Joel, and G. Cooper. 2002. Subliminal Motivation: A History Revisited. Journal of Applied Social Psychology, 32(11): 2213–2227. Bullock, August. 2004a. The Secret Sales Pitch: An Overview of Subliminal Advertising. San Jose, CA: Norwich.DeFleur, Melvin L., and Robert M. Petranoff. 1959. A televised test of subliminal persuasion. Quarterly on public opinion, 23 (2): 168–180.