In this article, advertising is analyzed as one of the basic components of the mass communication system that accompanies consumers constantly and everywhere. The advertisement penetrates all aspects of life, affecting the consumer's behavior and the decision to buy it, and the consumer, being an "open system", can only respond to the avalanche of information. The literary translation interprets the advertisement as a matter of attracting the attention of the inhabitants of our planet to the product, service or place of sale of the product. According to the Law of the Republic of Moldova No. 1227 of 27.06.1997 regarding advertising, the advertisement is a public information about persons, goods (works, services), ideas or initiatives designed to stimulate and support the public interest towards them, to contribute to their commercialization and to raise the prestige of the producer. . Analyzing multiple approaches to advertising, it turns out that this is a powerful engine that includes imagination, creativity, concepts, ideas and innovation to promote new products and to remember changes in the old product. Advertising as a communication process has a multiple impact on the consumer, namely on his ideas and behavior. This has a mediating effect on the formation of the opinions and behavior of the people, the public consciousness. This study reveals the impact of advertising on consumer behavior.