Advertisements and advertising are key elements of the modern market and marketing strategies because they represent a communication tool that companies use to promote their products, services or brands and attract consumers. The purpose of commercials and advertising is to create awareness of the product or brand, encourage consumers to buy, build a positive image of the company, and create long-term relationships with consumers. Advertisements can be found on different media platforms, such as television, radio, internet, print, outdoor advertising and social networks. Each type of advertisement has its own specifics and goals it wants to achieve. Advertisements have a significant impact on consumer behavior in different ways because they shape attitudes, opinions and perceptions of consumers towards products, services or brands, and can encourage certain actions and decisions. In the final paper, the impact of advertisements on consumer behavior is described, including microeconomic theories of consumer behavior, types of advertisements and their impact on consumers, as well as advertisements in the function of encouraging desired consumer behavior.