An Analysis of Advertising Focusing on the Teenage Market
The TV documentary “Ads with Attitude” is all about how companies try
to advertise their products on TV and how their main aim is to
persuade teenagers to buy their products. For companies adverts are
very important to get to their targeted customers. It cost them
million of pounds to display their adverts but its worthwhile doing it
because they make billions of pounds return. If companies don’t
advertise their products and then it’s likely that they won’t sell
much, which can lean them to scarcity. So that’s why companies
concentrate on so much on adverts to persuade customers to sell their
products. Later on in the programme they say they are selling a whole
image and lifestyle, not just a product.
They use buzzwords to attract teenagers and they also use language
which teenagers themselves use. The purpose of this is to make the
teenager remember a particular word by using short language. When next
time they go to shopping and they will try to find that product which
they have seen before in the advert. They use words such as Hip,
Rebel, Cool, Attitude, Teen, Streetwise, Hype and Credibility. They
use these kinds of words in their advert in order to catch teenager
attention. Companies know teenagers are eager to buy product which
sound cool and make them think that they will become gangster after
purchasing that particular product.
In this documentary we have seen a Nike adverts. One of the scenes was
black and white and there was a traditional looking tennis player
standing behind the net to emphasise something boring and dull. The
scene was contrasted with full colour, action-packed match with
McEnroe and Agassi. The man in the black and white scene is standing
still and talking, whereas McEnroe and Agassi are running around the
tennis court, showing their skills and doing the opposite to what the
man is saying in the black and white scene. This shows that they are
champion but “bad boy” of tennis.
Advertisement is a notable part of our society, it's not only in the uppermost urban neighborhoods but it’s everywhere we turn and look. It is what defines our generation as civilization and no matter what we do we cannot hide from it. In Naomi Klein No Logo she explains “Ads had to inform consumers about the existence of some new invention, then convince them that their lives would be better if they used, for example, cars instead of wagons, telephones instead of mail and electric light instead of oil lamps”(5). And that’s what Gatorade has accomplished by releasing commercials associating with some type of sport. It almost seems like that the corporation of Gatorade is controlling and deciding what we should drink and when we should drink it. If one sees a Gatorade commercial, it’s mostly dealing with a sport or an activity. It portrays to the audience that the men with fancy suits and big bonus checks are correct for their sim...
“Living in an age of advertisement, we are perpetually disillusioned.” ~J.B. Priestley sums up the reality of our media today. We are constantly being influenced and affected by advertisements and how we react to them. Advertisements have a great effect on us and how we operate. Advertisements attempt to control what we should wear, how we should look, what we should eat, what we should do, how we should think, and how we should smell. This magazine advertisement is very convincing of what type of perfume we should wear. “Moschino Couture!” uses an attractive woman, simplistic layout and sample perfume to sell us the product we all yearn for.
This technique is commonly broken into three categories: pathos, ethos, and logos. The multi-billion-dollar company, Nike, is one of many companies that utilizes these techniques to not only sell their products, but present their values and morals as an athletic company. Nike’s, “If you let me play,” ad is a perfect example of a print advertisement that encompasses all three persuasion techniques. The ad has emotional appeal, using pathos to evoke feelings of strength and positivity in young girls and their parents urging them to embrace sports and physical activities. Ethos is a fairly simple persuasive technique for Nike to utilize due to their overwhelming success and popularity. With such a large company, it is easy to establish unspoken credibility. In order to establish further credibility, there are statistics and claims based on logical reasoning that exemplify an advertisement using logos to help the target audience understand exactly what Nike is striving to communicate. Through capitalizing on these persuasive techniques, Nike not only successfully promoted their female athletic apparel, but also educated the public on the importance of empowering young girls and encouraging them to participate in sports and physical activities for the overall betterment of their lives mentally, physically, and
Any agency that uses children for marketing schemes spend hundreds of billions dollars each year world wide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume such harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities. It contains dissatisfaction that leads to over consumption. Children are particularly vulnerable to this sort of manipulation, American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statics on consumers in the food industries. The relationship that encourages young children to adapt towards food marketing schemes, make them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising incurs young children that are attracted too certain objects or products on the market.
Schor talks about how the street culture has affected marketing to young adults. Rap and hip-hop have become quite popular even in suburban homes. The top charts on any popular radio station have at least four or five rap songs in them. This popularisation of street culture has influenced marketers to subtly include violence, drugs, crime and sex into ads meant for teens, making it just subtle enough not to get called out for it. Edginess in advertising gave it that cool feel that kids were attracted to, the “gangsta” life. Cool being associated with these kind of negative things can influence kids to take part in such activities, wanting to live the cool way. Advertisers also exploit the underlying desire for kids to be more independant, showing rebellion against their parents, who are depicted as lame. When kids see this kind of behaviour on TV, they think that is how it should work for them too. One example Schor gives is a Sprite ad “The parents are in the front seat singing “Polly wolly doodle all the day,”... He is in the back banging his head on the car window in frustration… stuck this these two losers.” (223). The kid is the only one who gets that his parents are lame and he is the only one who is even close to cool in the car. The worst part about the new cool is that it’s not only
Imagine yourself sitting in front of the television during the super bowl and you see a commercial. This commercial starts off with an American soldier coming home to his wife and kids after a long day on the job. He says that "my job is at home protecting his family and that no one can tell me how to do that". At the end it shows what the commercial is for and it is for a gun company for Daniel defense (defense). This is a commercial for pro gun laws that has been banned from the super bowl this year. This is just one of the ads that are being banned from the commercials of the super bowl this year, yet there will be other more offensive ads being played. Why is this ad being denied and an ad for beer with half naked ladies being permitted?
In this generation businesses use commercial to persuade different types of audiences to buy their product or to persuade them to help a certain caused. If you analyze commercial you can see how certain things play a major role in the success of a commercial. The ad I decide to analyze as an example is the commercial snickers used during the Super Bowl in 2010;”Betty White”-Snickers. This commercials starts off with guys playing a game of football with an elderly women know as Betty White. As Betty White tries to play football she is tackled to the ground. Her teammates refer to her as Mike when they come up to her to ask why she has been “playing like Betty White all day”. This helps inform the audience that Betty White is not actually playing but instead represent another teammate. As the guys keep arguing Mikes girlfriend calls her over and tells her to eat a snicker. Betty White takes the first bite and then suddenly a man appears in her place ready to finish the game. At the end of the commercial the statement "You're not you when you're hungry" is shown followed by the Snickers bar logo. What this commercial is trying to show is that hunger changes a person, and satisfying this hunger can change you back to your normal self. They use different types
Nike is one of the most influential businesses in the world today. According to Forbes.com, Nike is the twenty-fourth most valuable brands in the world and it carries over in the way they advertise. The popular swoosh sells itself, but the media plays a valuable role in how they get their message to the public. When analyzing a few print advertisements, we see how the messages are communicated and how the media interprets what the advertisement means.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
it is to make them want something, or to get their parents to buy it
Many children can quickly recall that eye shutting public service announcement that sends thrills through their body. The advertisers are looking at every single detail and for good reason, they have to get into the viewers head and make it relevant to them. Using techniques such as fear, specific characters for the target age group and a setting suitable for the commercial, ads can create a life changing experience. To truly examine the differences and similarities between ads and how they’ve changed over the years, the ads being presented are selected from different periods in time. Culture and style change constantly and marketers must follow this trend to impact their target audience with effective strategies.
In today’s world, advertising reaches and influences teens in both negative and positive ways. Teens are bombarded with ads through television, teen magazines, radio, and the internet. Advertisers know teen’s buying power and their willingness to spend their money. Many companies even hire teens to be “consultants” and trendspotters. They want to know what teens are thinking and their likes and dislikes. Some feel this is a good thing and that teens are letting companies know what they want. On the other hand, many believe all this advertising to teens has a negative impact on them. Ads show models with “perfect” bodies. “Every year, the average adolescent sees over 5,000 advertisements mentioning attractiveness” (Haugen). Some feel this leads to teens having low self-esteem, while others argue that it does not have an effect. These people believe teens have the power and control in the advertising world.
Society puts a lot of emphasis on how everyone, but mostly girls, should and should not act. We, as a society, sometimes stereotype girls as weak and less assertive. Always is trying to change this stereotype in a series of advertisements. It has been reported that when a teenager reaches puberty, her self-confidence plummets. During this time, girls become six times less likely to participate in sports than their male counterparts (Our Epic Battle). Always' advertisement, "Like a Girl," concentrates on something everyone has heard at least once: “You fight like a girl!” These words are used like wildfire by kids not knowing how much damage they may cause. The advertisement, "Like a Girl," delivers its message and captures viewers’ interest by using pre-teen and teen actors, strong emotion and facts to demonstrate the stereotype and its negative effect. The advertisement then sends the positive message of how amazing it is to be a girl in today’s society.
What are some the implications media is having on the youth of today? Are parents competing with sophisticated physiologically designed media to keep their children healthy and safe? How and why does advertisement influence the social, physical, cognitive, and moral development of young children? The major influence in the social construct of moral and cognitive development of an individual is the family. Due to the influences on the youth of today, parents need to be more aware, and combat the effects of advertising on children.
Advertising has had a powerful impact on today’s children. From songs, to logos. to characters, advertisers keep in mind their audiences. Competition is the force which causes advertisers to target children. Children are targeted through the catch phrases. animated characters, and toys in these competitive advertisements.