In today’s societies, despite the increase in the human population of different cities and regions, relationships have reached the surface. In this sense, the expansion and progress of technology and communication has made people everywhere in the world able to communicate with each other, but at the same time, they have lost their deep relationships, and in simpler terms, trust between people has stopped.

Although nowadays, every person has contact with more people, but these social connections have become superficial in most cases. The reason for this phenomenon is modernization, which has reduced people’s need to communicate with each other. This lack of trust, the reduction of the level of relationships and the loss of the depth of relationships has permeated all aspects and fields of these societies. For example, in the supply and demand markets, the decline of interpersonal relationships has caused both the applicant and the supplier to distrust each other. look at each other. The buyer sees the seller as an entity who is trying to gain his own interests and vice versa.

This behavior has existed among the actors of the supply and demand markets since the beginning of the exchange system, but with the entry of the capitalist system into the economic fields of the societies, this behavior became more intense.

But this was not the end of the story and advertising theorists and marketing activists with the help of sociological and psychological sciences sought to solve this disorder. ) came, it was the use of promotional gifts. Perhaps it can be said that advertising gifts are one of the most important factors to attract the attention of customers, which can have a great effect on remembering the product or services of the institution that provides the product and services, therefore, choosing the right type of advertising gift, using creativity in its design and Its relevance to the desired product or service is of great importance, and considering that a very high percentage of promotional gifts are used to appreciate customers or colleagues and many of them use their promotional gifts, presenting a creative gift that Exciting the audience will make the audience happy and a positive attitude towards the advertiser will be found in him.