This paper investigates and analyzes 300 college students from a National Normal University in Henan Province, China, through the questionnaire on towards college students about the impacts of advertising on their consumption. This shows that advertising has a significant impact on the consumption of contemporary college students and there are great differences in the influence of different forms of advertising on consumption of male and female. There are also significant differences for university students from urban and rural areas. Therefore, the merchants can only their goal by conducting advertising according to individual conditions when they are facing different groups of consumers. At the same time, it also provides countermeasures for advocating good advertisement information dissemination and guiding college students' h to cultivate correct consumption value.
