the effect of advertising on teens

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Effect of Advertising on Teens

Introduction

Advertising plays a great influence on teenagers and adolescents Studies according to Goodman have shown that an average young person in the US views more than 3000 ads per day on television alone and is continually being exposed to advertising on the Internet , in some magazines , on billboards , and in schools . Also , McNeal has written that advertisers tend to target young people in to establish a brand-name preference ' at an early age as possible . This approach by

br advertisers occurs on the fact that advertising is a 250 billion /year industry , and teenagers are very attractive consumers who spend almost 155 billion /year according to Quart Due to its increasing effect on teenagers , advertisers are also seeking to find new and creative ways of reaching teenage consumers through the Internet , in schools , and even in bathroom stalls . This increasing exposure to advertising may in effect contribute largely to obesity , lack of proper nutrition , and worst is cigarette and alcohol use . Advertising is highly effective and good in some ways , but these young people aren 't aware of the negative effects advertising has on them

Advertising in its Different Forms

Television

Studies have shown that children and adolescents view 40 000 ads per year on TV alone according to Comstock and Scharrer . This occurs despite the fact that the Children 's Television Act of 1990 (Pub L No 101-437 ) limits advertising on children 's programming to 10 .5 minutes /hour on weekends and 12 minutes /hour on weekdays . However , much of children 's viewing occurs during prime time , which features nearly 16 minutes /hour of advertising

Movies

A 2000 FTC investigation found that violent movies , music , and video games have been intentionally marketed to children and adolescents (Federal Trade Commission , September 2001 . Although movie theaters have agreed not to show trailers for R-rated movies before G-rated movies in response to the release of the FTC report , children continue to see advertising for violent media in other venues . Also , movies targeted at children often prominently feature brand-name products and fast food restaurants . In 1997-1998 National Research Council and Institute of Medicine states that 8 alcohol companies placed products in 233 motion pictures and in 1 episode or more of 181 TV series

Printed Media

According to the Consumer 's Union more than 160 magazines are now targeted at children . Young people see 45 more beer ads and 27 more ads for hard liquor in teen magazines than adults do in their magazines Despite the Master Settlement Agreement with the tobacco industry in 1998 , tobacco advertising expenditures in 38 youth-oriented magazines amounted to 217 million in 2000 ( King , Siegel 504-511

The Internet

An increasing number of Web sites try to persuade children and teenagers to make direct sales . Research says that teenagers account for more than 1 billion in e-commerce dollars , and the industry spent 21 .6 million on Internet banner ads alone in 2002 . The content of these sites varies...