In this final work, we begin with the basic concept of ethics and its meaning in the present. What changes have occurred in business by implementing business ethics and socially responsible business. How much ethics in advertising is an important segment of long-term business. Given that ads and advertisements have entered into all the pores of the social but also private life of citizens, the question of ethics and morality is raised in the use of various manipulative forms of advertising for the purpose of selling products or to gain consumer loyalty to a particular brand / product. There are many manipulative advertising techniques mentioned such as product placement , misleading advertising and subliminal messages. The role of subliminal messages today, the platforms they use, and their impact on consumers. This final work will also try to explain the media manipulation and influence of the young, the emergence of "new media" on the created parallel reality, and the image of the real world has been lost because a blogger sends a message of consumption as a primary human need. Finally, this final paper will attempt to determine the attitudes of respondents on the ethics and morality of using subliminal messages and product placement in marketing communication ,through the survey conducted by a survey questionnaire.