The Young Consumer: Their Value To Media Advertising And The Economy

3016 words - 12 pages

The Young Consumer: Their Value To Media Advertising And The Economy

An advertiser of new trend setting products often struggles with choosing a target market but now the choice is becoming clear. The young consumer market has developed itself into an empire in which companies flourish. Boys and girls ages 13-25 set the wave for what is considered cool and what isn’t. As a result, companies have carefully listened to what these “kids” have to say and then tried to develop products and ideas that resemble what they consider to be cool. Companies have focused their products around this up and coming group and by realizing what an impact they make, they have profited and the economy has yielded a substantial return. The question is how have several companies reached out to these individuals? Simply put, the media. Generation Y, the largest group of kids since the baby boomers, are much more media inclined which means that they have been more influenced by advertising than previous generations. The media should continue to be used as a source of advertising to young consumers because product consumption by this group is a huge benefit to the economy. The media should be used for anything that benefits the economy. Therefore the use of media advertising to influence the young consumer and vise-versa should continue because the outcome has resulted in a substantial benefit to not only the economy but, companies alike.

I understand that people may consider the use of media to advertise products/ideas to young people could bring forth an unrealistic view of what everyone should be. Advertising often portrays the “perfect” idea or individual and some may argue that it is unhealthy to do so because it results in things like low self-esteem, depression, bulimia and anorexia. I believe the problem with these thoughts is that you take things as you feel and no idea should be to blame for such negative emotional or physical states. All individuals should take responsibility for their actions regardless of outside influences. How is it fair to blame a magazine’s portrayal of an idea/person for someone’s negative actions? If a person is tried for murder, their defense can’t blame a video game or movie for their actions so why should this case be any different. In contradiction how about when the advertisement produces positive outcomes such as joy, happiness or fulfillment for the individual. What should be done then? The answer is nothing. In reality the problem is that there is a perception associated with media advertising. The argument against media advertising to the teen consumer is a double standard. Sure you can take into count the negative view but there is also a positive outcome that could result from a similar situation. For example take the smoking industry’s advertisements into account; both those of tobacco companies and those of anti-smoking organizations. Smoking advertisements are not directed at the teen consumer and should not be...

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