Advertising is Creating Materialistic Consumers

Advertising is Creating Materialistic Consumers

Length: 1053 words (3 double-spaced pages)

Rating: Excellent

Open Document

Essay Preview

More ↓
American youth represent a large target for the advertising market. Advertising to American youth means big business and lucrative profits for suppliers of products and services. “American children represent a dynamic retail market, influencing an estimated $500 billion in total retail spending” ("Marketing to children:" 2009). Youth are impressionable, they will examine many advertisements and conclude they want or need many of the advertised products and services. The result is purchasing and the collecting of inanimate objects, in most cases many of them by our youth. Through constant global advertising, extreme purchasing and the plentiful accumulation of objects, our youth are turning into “shopaholics” or “consumer addicts” and they are adopting materialistic values.
In other words, materialistic values are being forced upon our youth in advertisements by encouraging or persuading consistent purchasing of products and services. Since advertising is virtually all around us, materialism can begin at a very young age. According to Goldberg and Gorn (1978), “Materialistic values are correlated to exposure to marketing for children as young as preschoolers” (p. 22). The younger the better in the advertisers yes as they see dollar signs. If you target them young, you can mold them like clay and the materialism will build and expand over time.
Keep in mind youth are easy prey, and reaching them as a demographic is also a simple accomplishment. Television commercials, magazines and the internet are the some of the more popular methods in which to reach America’s youth. They are a captive audience, they spend countless hours watching television and surfing on the internet. It is a shame our technological advances over the centuries have actually turned against our youth, at least when it comes to non-censored advertising. It should be no surprise they are a likely target and potentially big money makers.

How to Cite this Page

MLA Citation:
"Advertising is Creating Materialistic Consumers." 01 Apr 2020

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

The Immortality of Skyy Vodka Essay

- It happens to be spring break and I decided to take a road trip to visit an out of state relative in Florida. While I am driving I happen to see advertisements on bill boards of Skyy Vodka at nearly every stop or city I pass. While I’m driving on the interstate about every ad I perceive almost symbolizes sex or some sort of representation of a high economic status. For instance Skyy Vodka commercial and magazine covers usually depict men dressed up in expensive suits, driving fancy cars, and owning luxurious mansions....   [tags: advertisments, sexually, materialistic, audience]

Research Papers
641 words (1.8 pages)

Effects on Consumerism Essay

- ... This excessive recreational spending also plays a part in increase of inflation, also has made more money in circulation. The world is the influenced by what they see and want to be there, where the low class wants to be like the middle class and the middle class trying to look like the upper class. Today celebrities and people in upper class have influenced our sense of importance and needs, when it comes to the aspect of picking commodities. Thus, many have resulted to high and unnecessary expending in order to imitate a particular social icon....   [tags: goods, services, materialistic items]

Research Papers
757 words (2.2 pages)

Essay on The Effect of Ethics in Advertising on Consumers

- The sun is shining and there are palm trees in the distance. A vast beach stretches until the cerulean water washes over the shore. A man is sitting in a beach chair, sipping a beer, while being fanned by multiple woman in string bikinis. The faint sound of crashing waves is in the background. He looks at the camera, and says, “Life is cool.” Then the logo of a popular brand of beer appears on the screen. This television ad for a popular beer is the perfect example of advertising puffery. It exaggerates what will really happen if you drink their brand of beer (AdContexual)....   [tags: Advertising, social commentary, analysis]

Research Papers
1976 words (5.6 pages)

Essay about Children As Consumers : Advertising And Marketing

- On considering what marketing is, one article, ‘Children as Consumers: Advertising and Marketing’ by Calvert 2008 defines marketing as “an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit an organiza¬tion and its stakeholders”. Using the “Four Ps of marketing - product, place, price, and promotion - advertisers use paid public presentations of goods and services in a variety of media to influence consumers’ attention to, and interest in, purchasing certain products”....   [tags: Marketing, Advertising, Nutrition, Obesity]

Research Papers
719 words (2.1 pages)

How Does Marketing Affect Children Today? Essay

- 4. How does marketing to children today differ from the 50s, 60s, and 70s. Marketing is different in the 50’s, 60’s, and 70’s than it is today, as children are still “life-long consumers,” but there buying and desire for wanting materialistic possessions were cheaper in the past. The consumer culture was cheaper and more confined than it is today. In the past, the advertisements were confined in that the advertising to children were for products that were not that expensive, such as a slinky or buying a candy that cost a penny from Alice and Frank Smith’s candy store “Seminole 5 and 10.” In contrast, today children are deceived and are forced into buying many expensive and unhealthy products...   [tags: Advertising, Marketing, Child, Brand]

Research Papers
2443 words (7 pages)

Materialism in Society Essay examples

- It is human nature for people to desire material possessions. Our material yearnings are an attempt to satisfy are need to special and wanted. In a world where most of society defines "socially acceptable" as the material possessions one owns such as, the latest clothing, the biggest house, or the fastest car one comes to believe that you need all of these things to be viewed as a part of society. For many, work has taken over community life and has had a major effect on happiness. Advertising has also become a primary determinant of our satisfaction, and is only a small part of a larger materialistic culture in which we are not only enticed customers but also prominent consumers....   [tags: Consumerism, Advertising, Media]

Research Papers
1477 words (4.2 pages)

Essay on Effectiveness Of Advertising Upon American Consumers

- The Effectiveness of Advertising Upon American Consumers Advertising is a staple in the American Free Market Economy: it is used by companies to persuade consumers to purchase certain products, as well as to educate consumers about the benefits of their product. Dozens of varying advertising techniques are used by marketing companies in an attempt to coerce potential buyers into purchasing products. These advertisements come in many forms, in such quantity that they are now a typical part of American day-to-day life, the typical adult seeing an average of three-hundred and sixty-two advertisements for every five-hundred and ninety minutes on media (Johnson)....   [tags: Marketing, Advertising, United States, Apple Inc.]

Research Papers
1061 words (3 pages)


- 1. INTRODUCTION Advertising is a type of marketing communication tool intended to inform and persuade potential audience to take some action in buying a product or service. The purpose of advertising is to create awareness of the product or service being advertised and provide information that will persuade the consumer to take action and make buying decision, not only to purchase but to repurchase and ultimately creating brand-loyal customers (Ayanwale et al., 2005). In today’s highly competitive market, marketers are facing challenges in developing effective TV advertisement and thus they have to think beyond informing, educating and facilitating the customers....   [tags: Advertising ]

Research Papers
2263 words (6.5 pages)

Essay about How Advertising Helps The Consumers Effectively And Efficiently

- Advertising is designed to get information from the companies to the consumers. With that being said, there are several ways in which companies will go about this to ensure that their information is relayed to the consumers effectively and efficiently. According to George N. Root, from Demand Media, “advertising uses misguided promises of desired results to convince customers to purchase a product.” Nancy Day expresses in her book, when there are many of the same products, companies need to convince the public that their product is superior....   [tags: Advertising, Marketing, Abercrombie & Fitch]

Research Papers
1043 words (3 pages)

Motivation of Consumers Essay examples

- Marketing is the procedure of considering and impacting markets. Marketing as a practice According to Deborah Weinstein – President, Strategic Objectives, Advertising forms connections between purchasers and brands. The numerous teaches that go into the procedure, together make a brand identity intended to be good with the target. Advertising sentiments the shopper in the trusts of making a long haul responsibility. This takes influence and nothing shape assessment like the outsider underwriting force of PR....   [tags: marketing, advertising, publicity]

Research Papers
1731 words (4.9 pages)

In addition, Dr. Marvin Goldberg (2002) states “Results from my own research suggest marketing efforts aimed at youngsters may indeed be robbing children of their childhood and making kids more materialistic, and it can have long-term negative consequences on shaping values” (p. 1). Youth tend to focus on materialism rather than spirituality or their self-esteem, their ultimate goal is to consume.
In fact, those with materialistic values are more likely to exhibit anxiety, decreased self esteem and be less engaged in social interactions and relationships (Easterlin, 2004). Peer pressure is another factor to take in consideration for those with materialistic tendencies. Youth want to wear the latest fashion trends and they desire the latest electronic devices available in the market. They can be in competition with their friends and classmates, and they could face an inferiority complex or ridicule if they don’t have the latest and greatest like their companions. The advertising market is actually banking on that scenario. Also, strained relationships can be another unfortunate side effect of peer pressure and materialism within the youth social realm.
So there are many comprehensive methods of advertising to youth, and you combine that with the desire to obtain the latest toys, fashions trends and electronic gadgets; all you need now is money to purchase the objects of their choice. Keep in mind the latest craze in toys, fashion and electronics is very cyclic, the cause and effect is consistent purchasing of newer objects or the latest version of those objects. Youth have their own purchasing power as they influence their parents to make the actual purchasing decisions (2009). Advertising and materialism can stress the individual, parents and the family unit. The nagging and coursing to parents to spend money to purchase more items which may be obsolete in a few months, the space needed for stockpiling, plus the extreme cash flow in these economic times can place great strain between the individual and parents as well as siblings and other family members.
Naturally, ethical concerns that have been raised in regards to marketing to youth; are their efforts truly ethical or do advertisers take advantage of the young, the inexperienced and in some instances the naive. Advertiser displays products and services to persuade you to make a purchase; that is their intention or purpose. However, what advertising does not do is actually demand you purchase something, it is ultimately the individual’s decision on what they actually purchase. As Pamela Divinsky (2008) states, “Individuals need to take responsibility and accountability for their own actions” (p.1).
On the contrary, not all advertising is bad and not the entire youth population of American get draw into a materialistic world. By coaching and guidance of parents, self restraint from wanting and needing everything that is seen in advertisements can be controlled. American youth should be under the influence of their parents. Parents need to set the example, by setting limits on spending and collection of material objects. This is not to say the parents are completely responsible, but they do play a role in forming youth, their values and their purchasing decisions. Parents also need to be able to say “no”, you don’t need that or question the value that it is going to provide. These actions help prepare the youth to become responsible adult consumers.
In conclusion, advertisers and product suppliers will to continue to target American youth as they are a large demographic, they are heavy consumers, and businesses will cash in on the wealth. They will continue to be challenged to make decisions on purchases as a result of what they see advertised in various forms of media. They will also continue to be heavy consumers of objects. By exhibiting some level of self control, and with guidance of parents, spending as a result of advertising can be managed. If there is lack of responsibility on the part of the youth and the parent, spending will continue to spiral out of control and our youth will continue to possess materialistic values.

Works Cited
Divinsky, P. (2008, July 8). How is Advertising influenced by ethics?. Retrieved from
Easterlin, R. (2004, January). The High Price of Materialism. Contemporary Sociology, 33(1), Retrieved from
Goldberg, M.E. & Gorn, G.J. (1978). Some unintended consequences of TV advertising to children. Journal of Consumer Research, 5(1), 22
Goldberg, M. (2002, July). Children and materialism in the new era. Retrieved from
(2009). How Marketers target kids. Retrieved from
(2009). Marketing to children: kids and tweens demographic research reports. Retrieved from
Return to