impact of ads on youth article?
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The hour today is the hour of mass communication. Advertising in particular has become an indispensible mode of communication with the market. Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.
The importance of advertising grows steadily as brands rely heavily on media for various marketing objectives such as increasing sales, creating knowledge and awareness in the market etc. the field of advertising continues to grow and evolve. Advertising also plays a very important role in shaping the ever changing norms of society both nationally and globally. With the growing role of advertising in the lives of people attention now is being paid to the various negative as well as positive effects of advertising.
Various criticisms regarding the role of advertising in our society have emerged. Media in particular advertising has never played a more crucial role in a teenager’s socio-economic development and well being. Critics argue that children are especially vulnerable to advertising because they lack the experience and knowledge to understand and evaluate critically the purpose of the persuasive advertising appeals. They also feel that the pre-school children cannot differentiate between commercials and programmes and cannot distinguish between reality and fantasy. Critics charge threat advertising to children is inherently unfair and deceptive and should be banned. However the importance of advertising cannot be deemphasised in the dynamic nature of our society. It has emerged as the most powerful tool in influencing socio economic relations existing today.
Thus it is to provide further information and analyses upon this dilemma the researchers decided to conduct a research upon the effects of advertising upon youth. While some factions of the society consider it the role of parents to restrict and channel the effects of advertising in a positive direction others believe it is the duty of the government to control the content in order to protect children morals and naiveté. This research therefore tries to throw some light upon this existing controversial debate regarding the responsibility of advertising. The researchers also aim to offer suggestions through which the negative effects of advertising may limited by analysing the problem through three different perspectives, that of the children, the parents as well as the psychologists.
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Impact of Advertisement on Youth
- (Your Name)
The well-being of children is an important task. The topic of how young people are influenced is one that undergoes massive examination. The influence of media on children and teens is something that is studied often. Kraak focuses primarily on this influence and the impact that is had on food purchasing decisions. She alludes that the influence that children have on the food market is significant . It is assumed that this impact is probably similar in other areas of the consumer market (although, likely not as significantly as that of the food market.) It is easily seen, however, that children and teens are a major target of advertising firms.
The effects that media have on children are wide in range. Ging’s study on teenage boys in Ireland indicates many relations to the media and behaviors of the subjects. She imposed the idea that mass media defines the masculinity of boys. She uses a qualitative research method to find relations between what is shown in media and how male boys behave. Bush mentions that “teenagers spend and estimate $153 billion a year on everything from computers to cars to clothes.” He includes in his essay a notion of consumer socialization, which is the “process by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace.” The influence of advertisements and media exposure are included in these processes.
The study of cigarette advertising and its impact on teens is one that is very prominent. There is a concern that cigarette advertisements serve a large role in getting young people to start smoking. A study by Krugman and King indicates that a substantial amount of teenagers will come in contact with cigarette advertising in magazines. A critical analysis of this study, however, claims that reducing the amount of these ads would have little effect on teen smoking patterns. Despite the argument here, there is also a concern over whether or not cigarette companies target young people with their advertising. The influence of advertising on children is a very broad topic that has many different points of interest. Too many of these areas have little evidence to determine how to influence children to make good decisions. Instead, a focus is put on the negative effects of advertising to children.
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