This research project investigates the influence of advertising on consumer behavior, focusing on Primark's advertising campaigns. The study uses thematic analysis to interpret data and assess the effectiveness of Primark's advertising strategies. Key findings include the extent of Primark's engagement in advertising campaigns, the effectiveness of these campaigns in attracting customers and building brand image, the benefits Primark derives from advertising (such as attracting more customers, improving sales, and enhancing brand image), and the specific advertising attributes that affect consumer behavior. The research also examines the role of advertising in influencing the purchasing decisions of Primark customers, providing valuable insights into the relationship between advertising and consumer behavior. The report concludes with a list of references used in the research.