Subliminal Messages - Their Affect on Our Beliefs and Behaviours

What place do subliminal messages have in our day to day life? To answer this question it is necessary to elaborate on the subject of subliminal messages and their power to change our beliefs and behaviour. Since we were born, and some would argue even before then, we have been subject to a massive quantity of informational messages arriving at us from a wide range of media. Do you think these messages that we have been exposed to from birth have helped shape our personality and behaviour?