The concept of subliminal advertiising was based on the notion of threshold. This was thought to be a fixed point below which awareness does not extend. We know that dogs have a much lower threshold than humans. They can hear sounds that we can't. This is the principle behind the dog whistle.
When we have a hearing test, the loudness of the tone is gradually increased until we indicate to the doctor that we can hear it. This is the threshold at which sound enteres our consciousness. The same applies to sight. If a word is flashed on a screen for a very very short period of time, we will not be aware of it. However if the time of exposure is increased, at a certain point it shall enter our conscious awareness.
Subliminal advertising was supposed to be pitched just below the threshold of awareness. If it was too far below it would not work. However research has since shown that there is no absolute threshold below which we are always unconscious of something and above which we are always conscious of it.
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