Graphic Art Effects on Consumer Behavior: A Study of Students/ Youth in Iran

Maryam Sheykhi


The article illustrates how the power of graphic art advertisements facilitates the purchasing and as a result, consumption behavior. It bridges the two sources ___ the decision of the purchaser/ consumer on the one side, and the supplier on the other. The process eliminates negotiation, bargaining and the hard part of decision-making. Therefore, deals and interactions take place quicker under the power of graphic art advertisements. The article implicitly argues how the consumption market is strengthened and improved through graphic art advertisements. Patterns and culture of consumption are made and influenced by graphic art illustrations and advertisements. The article argues that while sociability supports consumption, isolation promotes withdrawal from consumption. Therefore, graphic art advertising bridges between production and consumption. Similarly, consumption contributes to the reproduction of culture, behavior and modernity. The research is based on the main hypothesis that: "graphic art values motivate and affect consumer behavior within the youth in the society". The present research investigates 470 students of age group 18-29 years of various disciplines and of both genders in Tehran City. More female students 311 (66.2%), and less male students 159 (33.8%) participated in interviews in it.


Advertisements, Consumer behavior, Cultural behavior, Graphic art, Graphic billboards

Full Text:



Bourdieu P. The Fields of Cultural Production. Cambridge: Policy Press, 1993.

Bourdieu P. Distinction: A Social Critique of the Judgment of Taste. Trans. Richard Nice. Cambridge: Mass: Harvard University Press, 1984.

Campbell C. Sociology of Consumption. In: Acknowledging Consumption. Miller D (ed.). London, Routledege, 1995: 96-126.

Du Gay P. Consumption and Identity at Work. London: Sage, 1996.

Dyer G. Advertising as Communication. London: Methuen, 1982.

Horowitz D. The Morality of Spending. Baltimore: Johns Hopkins University Press, 1985.

Lacsh C. The Culture of Narscissim: American Life in an Age of Diminishing Expectations. New York: Norton, 1994.

Lazarsfeld P. Sociological Reflections on Business: Consumers and Managers. New York: Columbia University Press, 1957: 99-156.

Lears J. Fables of Abundance: A Cultural History of Advertising in America. New York: Basic Books, 1994.

Lury C. Consumer Culture. Cambridge: Polity Press, 1996.

Lynd RS, Lynd HM. Middle-Town: A Study in American Culture. New York: Harcourt, Brace and World, 1929.

McChesney RW. The Political Economy of Media: Enduring Issues, Emerging Dilemmas. Monthly Review Press, New York, May 1, 2008: 272.

Merton KM. Sociology of Science and Sociology as Science. Columbia: Columbia University Press, 2010.

Miller MB. The Bon Marche: Bourgeois Culture and the Department Store: 1869-1920. Princeton: Princeton University Press, 1981.

Miller D. A Theory of Shopping. Ithaca, New York: Cornell University Press, 1998.

Mintz SW. Tasting Food, Tasting Freedom: Excursions into Eating, Culture, and the Past. Boston: Beacon Press, 1996.

Riesman D. Abundance for What? And Other Essays. Garden City: Doubleday, 1964.

Ritzer G. The McDonaldization of Society. Thousand Oaks, Calif.: Pine Forge Press, 1996.

Ritzer G, Slater D. Editorial. Journal of Consumer Culture 2001; 1: 5-7.

Rosenzweig R. "Eight Hours for What We Will": Workers and Leisure in an Industrial City, 1870-1920. Cambridge: Cambridge University Press, 1983.

Saunders P. A Nation of Home Owners. London, Unwin Hyman, 1990.

Saunders P. Social Class and Stratification. London: Routledge, 1990.

Simmel G. Fashion. American Journal of Sociology 1957; 62: 541-58.

Tiersten L. Marianne in the Market. Envisioning Consumer Society in Fin-de-Siecle France. Berkeley and Angeles: University of California Press, 2001.

Slaster D. Consumer Culture and Modernity. Cambridge: Polity Press, 1997.

Veblen T. The Theory of the Leisure Class. New York: New American Library, 1953.


  • There are currently no refbacks.