Youth and Adveritising effects

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Youth and Advertising; Harmful Effects
Generation Y, the ones born in the midst of rapid technology advancement, is the
generation of affluence. With constant new innovations and improvements on existing
products, they are pampered with endless options. The only dilemma they possess is to
select amongst the abundant throng of choices. Due to this change in lifestyle and culture,
companies had to step up their games in the marketing and advertising department in order
to survive and this resulted in the vast amount of advertisements we are now surrounded
with. “Advertising supports more than 60 percent of magazine and newspaper production
and almost all of the electronic media. Companies spend over $200 billion a year on
advertising” (Korn 4). It is quite impossible to turn on a television, browse a magazine, or
shop in a mall without being bombarded with different forms of advertisements. To be
more specific, generation Y is constantly surrounded by alcohol, sexual and tobacco
advertisements and these advertisements are extremely harmful.
The youth market is one of the largest ones yet due to their tremendous spending power.
According to the 2012 Harris Poll YouthPulse, 8 to 24 year olds have an incredible
spending power of $211 billion - the younger category spends their money on candy, toys
and books, whereas the older category spends most of their money on clothes and
entertainment (Harris Interactive). Furthermore, youths play an active role in influencing
their parents’ purchases. With the increasing power youths possess, it is no wonder
advertisers target them.
That being said, generation Y grew up in this chaotic environment and are probably
immune to the several commercial messages they have been exposed to. One should think
that they are aware of advertisers’ schemes and are not affected by mere persuasion
techniques; one should think that they are knowledgeable enough to not fall for it.
However, unlike being immune to bacteria and diseases, being immune to advertisements
is not necessarily a good thing. When one is immune to advertisements, one thinks that it
is harmless. That is precisely when the defense system subconsciously disintegrates, giving
advertisers the opportunity to invade one’s mind without one realizing it.
Advertisements are designed to be simple and innocuous while delivering a significant
impact on the audience. There must be a certain level of awareness raised regarding the
persuasive techniques used and this can be done through analyzing advertisements in
microscopic details in order to understand the underlying motives. What most might not
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