Advertising and the Young People

Only available on StudyMode
  • Download(s) : 579
  • Published : April 7, 2011
Open Document
Text Preview
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 people of our generation today are different. They have grown up faster, are more connected, more direct and more informed. They have more personal power, more money, influence, and attention than any other generation before them. There have been a few studies conducted to show how different they have become. Recent studies indicate that the factors causing their behavior to change includes branding, advertisements and spending influences due to globalization. This research has been controversial; however, it brings up several interesting questions. These behaviors could generally have started from when they were much younger, rather than in their late teens and early twenties. This research aims to find out since when did our society get so affected by advertisements that it influences the young adults mindset on spending and consuming. The question of whether the young adults started to get affected from young, or according to the survey results – their peers. This study used an online survey and focus group discussions to determine the behavior and attitudes of 100 young adults aged 18-35. The two methods showed a statistically significant difference.

INTRODUCTION

It is not surprising that this generation has been tagged the “age of compression”. Almost every aspect of today’s young adult is different from what we have seen among past generations. They have grown up faster, are more connected, more direct and more informed. They have more personal power, more money, influence, and attention than any other generation before them. No other generation has ever had as much disposable income as this one. So it is no coincidence that this emerging generation has become powerful enough to hold a market share in every marketing director’s budget. They spend money and time with a casual and carefree attitude: “they get what they want when they want it”. (Lindstrom, 2004)

Little wonder where and why their behaviors differ from previous generations. We find out through research that a lot of this behavior change is due to advertisements. The old criticisms of advertising have included an ability to manipulate people to buy products they do not need, a tendency to having the best in society, and a development of “false values”. False and misleading advertising is globally condemned, while “partial truths” and “exaggerated suggestions and tone” is accepted. This has lead to negativity towards the practice and worth of advertising (Drumwright, 1993). When children are targeted, the ethical issues become much larger. In a survey of 124 Journal of Advertising reviewers and a random sample of American Academy of Advertising members, respondents ranked “advertising to children” as the second most important topic for the study of advertising ethics (Hyman, Tansey, and Clark, 1994).

In the society today, the pressure to conform to the standard of teen living can be intense, and young people will go to great lengths to look like they can afford the same things as everyone else. The spending power of young people has not been extensively studied. Although there are a few researches done to estimate the spending of the children and where they spend it on, there has been very...
tracking img