The Young Consumer: Their Value To Media Advertising And The Economy

2964 Words 12 Pages
The Young Consumer: Their Value To Media Advertising And The Economy

An advertiser of new trend setting products often struggles with choosing a target market but now the choice is becoming clear. The young consumer market has developed itself into an empire in which companies flourish. Boys and girls ages 13-25 set the wave for what is considered cool and what isn’t. As a result, companies have carefully listened to what these “kids” have to say and then tried to develop products and ideas that resemble what they consider to be cool. Companies have focused their products around this up and coming group and by realizing what an impact they make, they have profited and the economy has yielded a substantial return. The question is how
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All individuals should take responsibility for their actions regardless of outside influences. How is it fair to blame a magazine’s portrayal of an idea/person for someone’s negative actions? If a person is tried for murder, their defense can’t blame a video game or movie for their actions so why should this case be any different. In contradiction how about when the advertisement produces positive outcomes such as joy, happiness or fulfillment for the individual. What should be done then? The answer is nothing. In reality the problem is that there is a perception associated with media advertising. The argument against media advertising to the teen consumer is a double standard. Sure you can take into count the negative view but there is also a positive outcome that could result from a similar situation. For example take the smoking industry’s advertisements into account; both those of tobacco companies and those of anti-smoking organizations. Smoking advertisements are not directed at the teen consumer and should not be included in the securitization of media advertising towards the younger consumer. On the other hand, media advertising has proven to reduce teen drug and tobacco use. According to Cara Beardi, “45% of teens said they see or hear anti-drug commercials every day. […] Respondents [teens] also said these anti-drug messages had positive effects on them, making…