Advertising has become a well-established phenomenon in the social trajectory by its widespread throughout societies all over the world. It is "part of a new global culture that ignores borders. The advertising is "the art of the modern world in all media, both electronic and print." The symbolic semantics in the formulation of subliminal messages contributes to raising the awareness of the recipient towards issues of social dimension, as the encoding of the subconscious messages in awareness advertisements and their decoding by the recipient represents the semantic meaning of the subconscious message that the advertising creates using a visual structure of symbols that affects the subconscious perception of the recipient, as His subconscious is stimulated through the symbolic connotations of subconscious messages that contribute to the formation of a positive behavior in the recipient and can change his attitudes The research follows the descriptive approach, with the analysis of some models for advertising campaigns to raise awareness of a number of societal issues in a number of foreign countries, then conduct a number of Applied experiences commensurate with the culture of the recipient in Egypt. Statement of the problem: The research problem can be formulated in the following questions: How can the use of subliminal messages be used in designing awareness advertising? How can subliminal messages change the recipient's attitudes and behavior and influence him? How can symbolic connotations contribute to shaping the subconscious messages in awareness advertising"?