The objective of this study is to evaluate the relationship between media literacy and the rate of customers' use of media advertising of Central Bank of the Islamic Republic of Iran. This study is an applied research and its method is analytical-survey. The population of this study included customers of branches of Central Bank of Tehran and the sample of study was determined to be 384 people. A questionnaire was used to collect the data required to examine the research hypotheses. In the inferential statistics, the considered dimensions were determined and the factors were determined. After examining the validity and reliability of the questionnaire, the normality of the data was examined using the Kolmogorov-Smirnov test. Then, using Student-t-test and structural equation modeling and SPSS and Lisrel software, the research hypotheses were examined. The results suggest a significant relationship between the level of media literacy of the respondents and level of their stimulation and tendency and the rate of their use of media advertising of the Central Bank.
