The Advertising Industry: Targeting Youth Essay

1853 words - 7 pages

Our culture is plagued by rampant consumerism. Today’s view of the ultimate reason for human existence is the purchasing and owning of stuff. The idea is that whoever has the most stuff is the best, and from that we form our base of what it means to be an American. As corporations are placing greater emphasis on brands and icons, children and teens are the easiest prey to target. The average American child spends more than five hours in a single day sitting in front of either the computer or television screen while being constantly bombarded with advertising. Promotional campaigns and commercial messages permeate most waking hours of a child’s or teenager’s life. The overwhelming underlying message that advertising sends to children and teens is that material things make a person, and it is not about whom you are but what you own. This is the message that children are being sent almost every second of everyday in America. This message will be the message that they will believe in when they reach adulthood and the affect of this will be grave.
Kids are bombarded with advertisements from every possible source: billboards, posters, TV commercials, websites, movies, radio, and more. Today children are able to distinguish brands as young as preschool age. Studies have shown that six-month old babies can visualize corporate logos and mascots while the average three year old can recognize over one hundred different brand logos (Underhill 158). Toys have even begun to carry product placements; for example, Barbie dolls carrying Coca Cola sodas or Lay’s Chips in their hands. Marketers spend at least fifteen billion dollars a year targeting children alone (Underhill 157). Although children have no income they play a vital role in the marketplace because they greatly influence parental spending. In 2008, households spent up to two billion dollars online for children’s toys, and an average of two hundred dollars per household. American children between the ages of eight and fourteen now have a combined annual purchasing power of forty billion dollars (Underhill 150). In my Advertising for Kids paper I discussed the practice of accommodating children’s needs in stores by lowering shelves and widening aisles so that they could easily access certain items they find attractive. Another example I used was banks installing play areas or having distractions such as coloring books to keep children from bothering their parents during valuable purchasing time. One factor I did not think of was companies using this practice to keep the child coming back which creates customer loyalty at a very young age. For example, if a young child remembers having an enjoyable time at PNC bank then they will feel their needs were taken care of and continue to behave when mommy and daddy take them next time. Thus, as the child ages they will remember their childhood bank and be more inclined to hold a bank account there. Another strategic marketing tool that was not mentioned in my...

Find Another Essay On The Advertising Industry: Targeting Youth

What Factors Determine The Level Of Advertising In An Industry?

1508 words - 6 pages Over the past one hundred years advertising has become an increasingly important aspect of business as the rise of mass media has allowed companies to reach larger audiences through such means as, radio, magazines, television, the internet, as well as other methods. The level of advertising varies from industry to industry due to various factors.One factor that heavily in influences the level of advertising is the type of product being sold, the

Why the Ideals promoted by mass media and advertising industry have a negative impact on people?

825 words - 4 pages The past century has witnessed the tremendous technological advancement in cosmetic surgery and slimming activator, which has added impetus to the unprecedented prosperity of cosmetic industry. In attraction to potential customers, mass media and the advertising industry have been swamping the general public with ever-upgrading promulgation of ideal beauty with slenderer figure, more porcelaneous skin as well as more delicate facial features

How the Advertising Industry Has Caused and Increase in Eating Disorders

1924 words - 8 pages The advertising industry has caused a dramatic increase in eating disorders among young males and females as a result of the unrealistic and unobtainable body images they portray in their advertisements. “Eating disorders are a group of serious conditions in which you are so preoccupied with food and weight that you can often focus on little else” (MAYO Clinic). Eating disorders can be serious and life treating, the treatment and diagnosis of

Ban on Tobacco Ads by the Government of India

912 words - 4 pages -year olds. RJR memos describe the success of the Joe Camel animation in France and declare that the campaign was "about as young as it is possible to get and aims appropriately at the young-adult smoker Camel needs to attract." Tobacco promotional material, marketing and sponsorship target nonsmokers and youth particularly in underdeveloped countries where regulations on publicity and advertising are feeble, and knowledge of the risk of tobacco


1112 words - 4 pages tobacco industry even launched their version of youth prevention programs in an attempt to deflect public concern for youth smoking.What impact does all this have? Of all adult smokers nationwide, 90 percent began smoking while in their teens, or earlier, and two-thirds became regular smokers before they reached the age of 19. 1MagazinesIn 1998, the tobacco industry signed the Master Settlement Agreement, vowing to stop targeting youth. However, in

The impact of alcohol advertising in sport on Teenagers

1304 words - 6 pages of alcohol use, their drinking carrying an increased risk of harm Evolution and Growth of the Industry Analysis of US media by Centre on Alcohol Marketing and Youth (CAMY) (2003) Alcohol advertising on sports television 2001-03 found that the alcohol industry spent more than $540 million on advertising in sports programmes on television (Centre on Alcohol Marketing and Youth, 2003)., Washington: Kerry O'Brien Head of Behavioral Studies at

Advertising of Hard Liquor on TV in The United States

2179 words - 9 pages on the potential profitability the distilled spirit's industry will gain from advertising across this media and the industries social responsibilities to the consumer. Sources and Methods Research for this report is gathered mainly from information found on the World Wide Web. Some information was gained through newspaper articles obtained by using the InfoTrac system in the Ruth Scarborough Library on the Shepherd College Campus. Refer to the

What are the History, Laws, Profitability and Social Responabilites to the Consumer of Advertising Hard Liquor on TV in the U.S

2383 words - 10 pages endeavors to control such advertising. Furthermore, the report also focuses on the potential profitability the distilled spirit's industry will gain from advertising across this media and the industries social responsibilities to the consumer.Sources and MethodsResearch for this report is gathered mainly from information found on the World Wide Web. Some information was gained through newspaper articles obtained by using the InfoTrac system in the

Tobacco Companies are Targeting Children

1056 words - 5 pages will analyze the affects of cigarette use on the society of the world and the elaborate corruption that keeps cigarette companies in business. While todays major tobacco producers deny that they market to the youth. However, we still see them subliminally targeting children through magazine advertisements, store posters, and Internet ads. In addition, they continue to use product placement strategies in movies that our young children will be

Social Network Marketing and the STP process

1234 words - 5 pages When using the marketing mix, it is important to keep in mind the three generic stages of marketing-segmentation, targeting and positioning. Segmentation is the detailed breakdown of your customers into as much detail as practical, targeting then ensures all elements of the mix are tailored to your identified consumer group. Positioning is the process of ensuring potential and current customers perceive your company in the intended way

Marketing on Television, Broadcast? or Cable?

1148 words - 5 pages MARKETING ON TELEVISION BROADCAST? OR CABLE?INTRODUCTIONThe focus of this issue analysis is on the television industry. Historically television's success has depended upon its ability to attract both audiences and advertising dollars. Presently, broadcast television continues to attract the bulk of television advertising dollars. Cable television, continues to grow and gain market share and is now slowly emerging as a significant and important

Similar Essays

The Frightening Effects Of Aggressive Advertising Targeting Children

1605 words - 7 pages The Frightening Effects of Aggressive Advertising Targeting Children Modern society in the United States is driven by consumerism, advertising is key. For this reason companies have been increasingly targeting children in an effort to increase sales and loyalty to their brands. Brand loyalty is key to their future sales and greatly increases future revenues. For this reason large corporations have been studying and working with large

Changes In The Advertising Industry Essay

1166 words - 5 pages persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the

Advertising In The Automotive Industry Essay

1508 words - 6 pages , and to show mothers driving their kids in a minivan. There is one simple reason that the automotive media has remained unadulterated by political correctness—money. As a private industry, both car manufacturers and aftermarket companies have one goal, to sell cars and car related products, and to make money while doing so. As such, these companies use marketing techniques that will most effective reach their target market, which is the true

Advertising In The Beauty Industry Beauty Course Essay

568 words - 3 pages Beauty Advertising Advertising is an over 100 billion dollar a year industry and plays a role in all of our lives. The average person will spend one and one-half years of his or her life watching television commercials. Advertisements presented through a variety of media sell a great deal more than just products. They sell values, images, and concepts of what we should be. The primary purpose of advertising is to give an audience to advertisers