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

In today’s media obsessed society, youth is greatly influenced by advertising. For example, Marketing to kids gets more savvy with technologies is how they ,“Online games like Webkinz show ads on the site draw youth to buy the product or just to look at it for ‘money’”. Because this tactic works, the ads are an excellent at make youth to talk about this and be annoyed. In Facts about Marketing to Children, it says, “Children pack 8.5 hours of media a day’, is what the Facts about Marketing to Children says.” Because children are on the media so much it is easy for marketers to advertise and get children to buy the product. “ Anne Lappe says that when her daughter grows up, and goes to a movie, the character might have a soda or fast food.”

Every kid wants to be cool, and advertisers know that. This is the main idea explored by Juliet Schor in her article “Selling to Children: The Marketing of Cool”. This article originally appeared in Schor’s 2004 book Born to Buy: The Commercialized Child and the New Consumer. The author is an expert on the topic of behavior in humans and the economy, as she has taught sociology and economics at multiple universities. In her article, Schor explains to the reader how companies market to children, specifically through the lens of cool. Marketers achieve “cool” by various means, three of which are examined by Schor. In her article, Schor examines the ideas of street-culture, an anti-adult bias, and age compression and how they are perceived as cool in the world of advertising to children.

Teenagers have a “... need for independence, rebellion, and personal control,” (Source F). Marketers can use this in many ways. They can use it to their economical advantage by manipulating teenagers into buying their goods. But, PSA’s can really show teenagers the facts and promote good morals. Recent studies look into how advertisements affect adolescents, “... these studies show that social marketing has successfully changed health behavior such as smoking, physical activity, and condom use, as well as behavioral mediators such as knowledge, attitudes, and beliefs related to these behaviors,” (Source F). While it's true that it's easy for teenagers to be manipulated by commercials, a lot of other commercials can be a strong influence in building better lives for them. If people could focus on the pros rather then the cons, then they could see the big picture of marketing to

Media impacts our lives everyday. The average 14-to-28 year-old will be exposed to about 3,000 ads every day. Ben Franklin once said that nothing is certain is this life except death and taxes. I believe it is now safe to assume we can add advertisements to that list now. We are literally bombarded with them. After seeing all the advertisements I am led to believe that they are the most carefully constructed of all human communication, being it the most expensive too. In 2004, according to www.answers.com, advertisement was in excess of $450 billion in the United States alone. It is not our fault though that these advertisements display messages that we cannot perceive. When we see an ad, our conscious mind will filter out the things it cannot deal with and make an acceptable idea or image that is made conscious. This is

In past and recent reports experts tell us that this is accurate and they rely heavily upon trendsetters to popularize new brands for them so that they are successful because often times this can either make or break a company. Now a days marketers are using crafty strategies to win over the hearts of young kids. In today’s youth the age group that market consists of includes kids which are age 6-9 years old, tweens which are 10-13 years old, and teens that are 14-18 years old. For example The

For many years, corporations have targeted adults, but as the years progressed their main focus and targeted audience have been children. Countless corporations often focus their products such as toys, clothes, and drugs to children in order to increase their own economic gain. In Juliet Schor’s article, “ Selling to children: The Marketing of Cool”, she mentions how products are accepted and interpreted by children in today’s society. However, in Eric Schlosser article, “ Kid Kustomers”, he emphasizes on the constant antagonizing strategies through ads and televisions shows to target kids. Although Juliet Schors and Eric Schlosser are both speaking about corporations marketing to children, their articles differ quite significantly. While they both speak about corporation and their marketing directed to children, Schor maintains her focus on how society perceived these products as cool or geeky, while Schlosser focuses his article on the negative way corporations have marketed their products to underage children.

The PBS video, Merchants of Cool is about the merchant and media outlets that target the teenage population with their estimated $150 billion annual spending power. The video looks at how these merchants, through both pop-culture and teen surveys (i.e. cool hunting), give the impressionable teenage market what they want and what today’s top five enormous companies push them to want. Newscorp, Disney, Viacom, Universal Vivendi and AOL/Time Warner are responsible for selling nearly all of youth culture; they are the true “Merchants of Cool”.

Teenagers were consuming increasingly each year and so companies decided that targeting them would help make them a lot of money and help the consumeristic economy. Many companies also realized they are a huge part of society because they are the future of this amazing country. they target them in the ads in a way that makes them feel important and that they need these products and it will benefit them. The authors purpose of writing this article is to inform the public of this change that is happening in society. The author is showing that they are shifting to a new type of market to appeal to younger people and encourage them to become great Americans in the future. When the author states that families spend over 10 billion dollars in essential needs for their kids combined they don’t distinguish between the rich and the poor. Rich people more than likely spend more on their kids and spoil them more than poorer families do. Poor families don’t buy their kid the newest advertised product out there they buy them a cheaper one that’s kind of like it. Picture young white teenage girl named Suzie “At 17 Suzie Slattery of Van Nuys, Calif. Fits any businessman’s dream of the ideal teen-age consumer (Courtesy of Life Magazine).” Young rich white girls are a huge target for businesses because they have daddy’s money

After watching the documentary “Merchants of cool”, it became clear that trying to market to teenagers can be very difficult. Trends are always changing, therefore the advertiser’s ideas on how to market their products, must also keep changing. They use what is called “the giant feedback loop” to win over their audience. Companies study teenagers, most of whom are trend setters, and create an alluring image of their products that appeal other teenagers. The products take on the new trend, and as a result, the teenagers buy them. The teens want the products because what they are seeing is an image of what they strive to be. Eventually, the trend will be over, and the cycle repeats itself.

Cost can be a major issue when it comes to marketing to teenagers. This can be due to the fact that that many products or businesses that are targeted at teenagers generally tend to be expensive, especially the “trendy” items. This is an issue because majority of teens these days do not have jobs or any source of income to afford these types of items. In fact, this generation of teens are supposedly known to be the “laziest” and “unaware” ("Why 'Generation Z ' Teens Are Being Stereotyped As 'Lazy '", 2017). Even though some teenagers do tend to have jobs and earn money through allowances, this does not mean they are willing to spend hundreds of dollars on expensive brands. Due to this crisis of expensive items targeted at teens, teenagers themselves take it upon themselves to go for the cheaper option or knock off brands. Thus providing less business for companies that sell their products at expensive prices.

The Merchants of Cool is a documentary film that investigates the purchasing and offering of cool as a kind of goods. The shoppers of cool are young people in America. They represent the huge sector in modern marketing; they actually create the marketing dynamics, being a profitable consumers. There are many patterns that switch on the request to purchase particular items made by particular brands. So what is it that makes some companies’ being successful over the other? What are the patterns that find a response among the modern teems? Through this assignment the hidden aspects of marketing research is shown and many terms within the field of teen marketing are defined – for example, core couple “mook” and “midriff.”

According to Coke and its ad agency company Oglivy, the two commonly interested parties discovered that 50% of teens and young adults had not even tasted a Coke. As an advertiser, that is an alarming statistic, since young adults are the future generation in regards to opportunity; consequently, that statistic coincide with that fact that Coke has a 50% chance of existing in the next generation or future. Effective advertising campaigns make consumers feel invited to be apart of specific brands, and it was evident Coke had flopped at that vital element over the past few years. Coke and Oglivvy dedicated an entire campaign to the younger generation by ways of emotional branding strategy. Furthermore, Coke and Oglivvy unveiled the genius marketing

In a world where young people are only living for themselves, the corporations and brands are booming. Having expensive clothes, the newest phone and an overpriced cocktail in your hand on a weeknight has never been so important. This is the essence of youth, going to parties to show off your brand new purchases, buying a whole new wardrobe for your one week holiday to Ibiza. Major fashion brands have caught on to this and youth culture has began to feature heavily in campaigns.

A bunch of teenagers –roughly aged 16 or 17, were seen in Pondok Indah Mall. Wearing babydoll and legging orT-shirt and tight jeans –the latest fashion trend, the girls asked the boys to enter a boutique. The boys, Mohawk-styled hair, seemed unenthusiastic. They preferred to go to a game store. When they gathered again later in Starbucks, most of them already brought a shopping bag. Clothes, shoes, accessories, and games software are among the stuffs they had bought. After chatting for a while, they realized that it was time they had waited for. Almost 3.15 pm, the movie was about to begin. Then they left the café, walked to the other side of the mall heading 21 theater. Brad Pitt’s just-released movie is on the screen. “You

Across the United States, youth are exposed in massive amounts to media influence and the dangers that it beholds. For instance, teenagers in the U.S. spend an average of seven hours on media every single day: four hours of which are on television, and two hours spent listening to music or other audio (Johnson). Through these long hours of exposure, media relentlessly extinguishes kids’ positive thinking patterns, replacing them with its own corrupt and immoral techniques which were merely made to create heavier media users and further the media’s moneymaking scheme. Over the course of children’s contact with the television, the average American child sees approximately 20,000 commercials every year (Schaefer 152). Each advertisement, proposing a new idea or product that suggests