The effect of business advertisements on female adolescent
MGMT003G20 Business, Government & Society
Prepared for:
Ambassador Joergen Oerstroem Moeller
What are the negative implications of advertisements on adolescent girls? To what extent should the government intervene in order to mitigate these effects?
Prepared By:
Lau Sze Leng Serene
Alongside the industrial revolution in the 19th century, the introduction of newspapers begot the advent of print advertisements. However, the ascending prevalence of advertisements in people’s lives didn’t start until the 1950s when television became the prime medium for molding public opinion1.
The steady rise in the global advertising expenditure from 1950 to 2001 (Fig.1) is showing no signs of stopping2. Over the last decade, the proliferation of social media and search engines has been encouraging online advertising as another alternative for traditional forms of advertisements, to target internet-savvy youths. Advertising has become the key persuasive tool used by businesses to increase consumer demand for their products, and brand management has become a key marketing strategy as variety of consumer choices increases. Successful brand management is possibly the main reason for the success of leading corporations such as Apple3.
Advertising can bring about economic growth through increasing consumption and investments, benefitting its stakeholders- society and the government. However, it is a double-edged sword. From TV commercials, to online advertising, to print advertisements; the ubiquity of advertisements in our daily lives shapes society’s perspectives in a significant way, resulting in social concerns due to its pervasive influence. This problem is especially pertinent amongst adolescent girls and will be further discussed in this essay.
Amidst the progress towards human equality, advertisements continue to put an opposing pressure by juxtaposing masculinity and femininity. In advertising, women are frequently portrayed as
Prepared for:
Ambassador Joergen Oerstroem Moeller
What are the negative implications of advertisements on adolescent girls? To what extent should the government intervene in order to mitigate these effects?
Prepared By:
Lau Sze Leng Serene
Alongside the industrial revolution in the 19th century, the introduction of newspapers begot the advent of print advertisements. However, the ascending prevalence of advertisements in people’s lives didn’t start until the 1950s when television became the prime medium for molding public opinion1.
The steady rise in the global advertising expenditure from 1950 to 2001 (Fig.1) is showing no signs of stopping2. Over the last decade, the proliferation of social media and search engines has been encouraging online advertising as another alternative for traditional forms of advertisements, to target internet-savvy youths. Advertising has become the key persuasive tool used by businesses to increase consumer demand for their products, and brand management has become a key marketing strategy as variety of consumer choices increases. Successful brand management is possibly the main reason for the success of leading corporations such as Apple3.
Advertising can bring about economic growth through increasing consumption and investments, benefitting its stakeholders- society and the government. However, it is a double-edged sword. From TV commercials, to online advertising, to print advertisements; the ubiquity of advertisements in our daily lives shapes society’s perspectives in a significant way, resulting in social concerns due to its pervasive influence. This problem is especially pertinent amongst adolescent girls and will be further discussed in this essay.
Amidst the progress towards human equality, advertisements continue to put an opposing pressure by juxtaposing masculinity and femininity. In advertising, women are frequently portrayed as
Bibliography: (Accessed on 16 September 2012) 2 http://www.aber.ac.uk/media/Students/hzi9402.html (Accessed on 16 September 2012) (Accessed on 7 October 2012) 4 (Accessed on 16 September 2012) 5 http://her.oxfordjournals.org/content/21/5/719.full (Accessed on 18 October 2012) (Accessed on 10 September 2012) 7 http://ramsites.net/~megancksl/assets/Text/The%20Power%20of%20Advertising%20and%20Celebrities.pdf (Accessed on 1 November 2012) (Accessed on 16 September 2012) 9 http://www.thereadinggroup.sg/Articles/Unmasking%20Consumerism.pdf (Accessed on 10 September 2012) (Accessed on 7 October 2012) 11 http://www.tsglobalist.com/2011/12/31/consumerism-by-grace-koh/ (Accessed on 7 October 2012)