In today's business world, advertising is one of the most powerful ways to change how people act. Subliminal advertising is an important part of advertising because it uses hidden messages, attractive colors, background music, symbols, repeated exposure, and emotional appeals to affect the subconscious mind of customers. These subtle cues affect how people think, what they like, and their plans to buy things, even if they don't realize it. The current study seeks to investigate the influence of subliminal cues on consumer purchasing behavior and brand preference. The research examines the influence of covert persuasive elements in advertisements on consumer decision-making, enhancing brand recall, and promoting both intentional and spontaneous purchases. The research is both descriptive and analytical. Primary data was obtained from 120 respondents via a structured questionnaire employing convenience sampling, whereas secondary data was sourced from journals, books, research papers, and online platforms. For data analysis, statistical tools like the t-test, correlation, chi-square test, mean, and standard deviation were used. The results show that subliminal advertising has a big effect on people's willingness to buy, especially among young people who spend a lot of time on digital media sites like YouTube, Instagram, and Television. Repeated exposure, appealing colors, and the presence of celebrities were identified as the most significant factors. The study also talks about ethical issues with subliminal marketing, such as manipulation and lack of transparency. The study finds that subliminal advertising is a useful way to change how people think and make decisions about what to buy. However, it should only be used in conjunction with ethical and responsible marketing practices to keep customers' trust and brand loyalty over time.