Effects of advertising on American youth

Effects of advertising on American youth

Introduction

Advertising persuades people to buy or at least become aware of their products or services in order to increase sales and have a positive impact on the economy. To lure the audience advertisers tend to design their ads, which are persuasive and attractive for the target audience so that they make the purchase.

In doing that some advertisers cross their ethical boundaries and design ads which manipulate people whether they are adults or teenagers. In order to survive in the competitive market, a company has to advertise their product in such a way that they get maximum sales, when they hit the stores.

Advertising industry has a huge impact on people in our society. Advertisers use different methods to reach their audience, which lead to the use of exposure and self-perception in the advertisements. These methods include physical and psychological elements, which help advertisers to get public attention. Advertising today is targeted to the youth as they are not aware of manipulation and real purpose of the extravagant advertisements, and thus believe the ads that portray fictional world

Discussion

Values given by advertisements to young people

According to a survey report an average teenager spends more than 38 hours a week consuming media which includes television, newspapers, magazines, internet, games and movies. Advertisers spend billion dollars each year on advertising. According to a report, 'by the time a child is 18, he or she will have seen about 20,000 food commercial advertising food low in nutrition' (Massey, 2005, p.2). Children who are between 13 years to 19 years of age spend around $144 billion a year on entertainment, junk food and clothing. In this fast moving modern society youth has to make its own decisions which are influenced mostly by advertising, and these decisions not only affect them but also affect their households (Massey, 2005)

Advertising aims to develop fear of insecurity within an individual, and that can only be overcome through buying the product. Advertising shows latest trends and fashion that lure the audience, and in order to fit in the society and look perfect, people are forced indirectly to buy the products. This whole process creates a sense of jealousy in people who want to be like those perfect individuals in the advertisements who are wearing the trendy styles

Today, individuals think that in order to be an accepted member of society they have to follow the trends. For instance smoking is considered to be the current trend among youngsters and tobacco advertising has always been related to youth. The characteristics that are employed in smoking advertisements are completely youth oriented.

Ad of Usa Gold; brand of cigarette manufacturing company (www.tobaccocommons.com)

The above picture is a printed advertisement of Usa Gold cigarettes. It is clear from the above advertisement that the industry target youth, and purposely associate brands with their characteristics and values. The tagline 'Your spirit. Your smoke' relates directly to the young people and persuades them to smoke in ...