Nowadays there are a large number of approaches concerning the aim of the advertising, but from practical point of view the basic aim of the commercial advertising consists in sales stimulation. That is why advertising exert influence upon consumers and favor its power so the promoted goods and services to be purchased. In order to do this a whole range of various methods and techniques are used to influence individuals on different psychological structures, on conscious as well as on unconscious levels. Therefore, this particular paper seeks to explain that an effective advertising must implant in the consumers mind the thought of purchasing a product or using a service without raising interfering thoughts. This particular effect is attained through psychological methods and techniques applied at the subconscious level of the individuals.