To begin with it is necessary to mention, that infant teenager’s mind is too susceptible for any information. Thus, teenagers take cue from the authorities they choose for themselves, and if the authority chooses something, it automatically denotes, that adolescent would choose the same.
Promoters aim teens as teens are just start establishing their buying customs. Their moms bought Crest, so now that they’re 17, they want to buy Colgate (or some other brand). They’re starting their exceptional identity outer of family. In this kind of purchaser culture we use buying to replicate our distinctiveness, and that’s what youngsters are all about.
The culture of promotion associates one’s individual identity with his / her buying performance, and that’s a big matter. One’s individual identity is all enfolded up in what you own, so your individuality is kind of delicate. “I have this trademark” “I own this chill gadget.” That’s not much of an individuality to go on.
There are maybe too many kids in the USA who provide a lot in instituting their individuality by what they purchase in the shopping mall instead of by hard work, enhancing their creative, contact and writing capabilities, and their aptitude.
It is considered that’s the largest way promoters affect teens harmfully. The acquiring of products becomes an alternate for defining who you are.
One of the things that troubles adults a lot is the way advertisers use sexuality to vend to teens.
One instance is the way that power drinks like Red Bull are advertised. Women generally do not drink them as most of the time it is advertised for men.
Promoters have distinguished that most of us are comatose about the way color can be attached to individuality and sensation. And an energy drink in a black bottle with bright red letters touches a type of maleness various from a light green bottle with yellow letters. Advertising empowers gender identity in ways that from time to time people are not even aware of.
Teens are fully competent of examining and opposing publicity, and the only best thing that a youngster can perform is ask questions. Asking questions about advertising makes such called “aha!” experience — when one sees the advertisement in a new way.
If one is watching an advertisement for Red Bull, it is necessary to ask what principles are chased? One is going to see how the design of potency and power and imperviousness are related through the notion that just by drinking this drink one is going to be sturdy and authoritative. Then one starts realizing what a stupid thing that is.
It is also should be asked what is absent when we watch the Red Bull promotion. People do not see any data about what is in the product. People do not see anything about whether or not massive amounts of caffeine are vigorous for the bodies or whether or not drinking more than one might make one feel really painful because of the over-taking of stimulants.
References
Cerulo, Karen A. “Identity Construction: New Issues, New Directions.” Annual Review of Sociology (1997): 385.
Gunter, Barrie, Caroline Oates, and Mark Blades. Advertising to Children on TV: Content, Impact, and Regulation. Mahwah, NJ: Lawrence Erlbaum Associates, 2005.
. Undressing the Ad: Reading Culture in Advertising. Ed. Katherine Toland Frith. New York: Peter Lang, 1997.