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Advertising consists of advertisements that aim to capture the attention of the customer so that he or she becomes interested in purchasing a good offered. This study aims to address some theoretical aspects of subliminal advertising in the area of ??marketing. To achieve this goal, the literature on this topic was examined by accessing the Science Direct database where the research papers containing the term subliminal advertising in their title, abstract or keywords were captured. The metadata obtained from the publications were exported in a RIS file (.ris) and analyzed with the VOSviewer program. The results show 6 publications where 4 are research articles and 2 are short communications corresponding to the thematic areas of Psychology, Administration, Management and Accounting and Neuroscience. The journal of Experimental Social Psychology presented 3 publications that represent 50% of the documents found. A thematic map was constructed with 17 words that presented at least one co-occurrence and 4 clusters of grouping of key terms. In cluster 2, identified with the yellow color, are the current terms associated with subliminal advertising, among which are: electroencephalography (electroencephalography egg), hotel selection (hotel selection) and neuromarketing. It is concluded that subliminal advertising is a method that influences the consumer's mind to lead them to purchase a product or service.
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