The Negative Impact of Targeted Advertising on Adolescents and Children

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At the current time advertising can be represented in many ways - as a business, a fundamental ingredient of entrepreneurship or as an alternative way of communicating (William F. 2004). Originating from ancient times, its main purpose is to sell a product. William F. (2004, 6) claims that “every consumer is exposed to hundreds or even thousands of advertisements every day”. We view advertisements everywhere: on TV, banners, Web-sites, in magazines, newspapers, on sport events or even printed on tea cups, and all this is done with an aim to attract our attention. However, there are some advertisements which are targeted on a particular group of people, depending on age, sex, interests or even religion. These advertisements are defined as…show more content…
Children represent a large consumer power to marketers and advertisers. Firstly, because of the amount of money children spend themselves. Secondly, because of the influence they have on parents spending. Thirdly, because of their buying potential, so when they grow up they will become permanent consumers. The last reason is that they can easily be lured by advertisements. Buying and spending parents` money on sweets, food, drinks, video and electronic products, toys, games, movies, sports, clothes and shoes children bring big profits to companies. The reason for targeting advertising is huge income, brought to companies. According to Goodman (1999) children advertisement industry represents in more than $250 billion/year profits to marketers, and has approximately 900 000 brands to sell.
Attracting children whilst they are young is a successful strategy for advertisers. The reason is the growing consuming potential of the children. As the youth gets older their needs become bigger. Furthermore, they become more dependent on money, so they spend more and bring bigger profits to the companies. Also it is very profitable to advertise a product, which children become dependent on. Cigarettes and alcohol are good examples for such products. The reason is: the younger consumer is, the longer they will be using the product. For instance, a man who has started to smoke at 30 will be bringing money to the
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