Impact of Advertisements on Consumption: A Socio-Graphic Study of Students in Iran

The paper explores how the power of advertisements facilitates the purchasing and consumption. It bridges between the two sources ^___ the decision of the buyer/consumer on the one side, and the supplier on the other. It also eliminates negotiation, bargaining and the hard part of decision-making. Therefore, interactions take place quicker under the power of graphic advertisements. The paper implicitly argues how the consumption market is strengthened and improves through graphic advertisements. Culture of consumption is made and influenced by graphic illustrations and advertisements. The paper argues that while sociability supports consumption, isolation promotes withdrawal from consumption. Therefore, advertising bridges between production and consumption. Similarly, consumption contributes to the reproduction of culture and modernity. The research is based on the main hypothesis that: "graphic advertisements motivate and affect consumption within the youth in the society". The present research investigates 470 students of age group18-29 of various disciplines and of both genders in Tehran City. In that, more female students 311 (66.2%), and less male students 159 (33.8%) participated in interviews.