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

Maryam Sheykhi

Abstract


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.


Keywords


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

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