Advertising and the Young People

3099 Words Mar 30th, 2011 13 Pages
CONTENT PAGE

ABSTRACT ………………………………………………………………………………………………………………………………. 2 INTRODUCTION ……………………………………………………………………………………………………………………… 2 LITERATURE REVIEW ………………………………………………………………………………………………………………. 3 THEORETICAL FRAMEWORK …………………………………………………………………………………………………… 4 METHODOLOGY ……………………………………………………………………………………………………………………… 5 HYPOTHESIS ……………………………………………………………………………………………………………………………. 6 LIMITATIONS OF RESEARCH ……………………………………………………………………………………………………. 6 RESULTS ANALYSIS AND INTERPRETATION …………………………………………………………………………….. 7 CONCLUSION ………………………………………………………………………………………………………………………….. 7 REFERENCE …………………………………………………………………………………………………………………………….. 8

ABSTRACT

The young
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LITERATURE REVIEW

Talking about the behaviors of the young adults in this generation, it has started more than 15 years ago but it has only a limited number of local academic resources to it. There are a number of coverage on the children, tweens and their view of advertisements today. There is coverage on critics and what they think of the advertisements affecting the children today. There is also coverage on young people, but mostly Americans only. And so, there aren’t much academic resources to research on how local teenagers are affected from advertisements and how it affects their spending behavior. There has been limited attention to the study of the young people from the age of 18-35 in Singapore. They are a market that could be researched more detailed in to, they are the ones who can are working for their own – getting driving licenses on their own, marrying later because they want to make sure they can make their own before moving out, and who spend a substantial amount on shopping at places like Orchard Road.

Studies on the children market is concentrated, only focusing on how to attract this market because they are the ones with the spending power and the ones easier to target as they are vulnerable and ask their Moms and Dads to pay for everything they want. All of the studies prove that children spend a substantial

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