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Advertising and Adolescents

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Meghan Roberts

on 14 February 2013

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Transcript of Advertising and Adolescents

By Meghan Roberts Advertising and Adolescents Questions Demographic: adolescent girls aged thirteen to eighteen Effective and Ineffective Techniques Effective techniques:
bold visual hooks
appeal to human needs
sensory overload
celebrity endorsement
exaggeration of female body image A Brief History of American Advertising How do advertising techniques influence adolescent shopping behavior? How aware are adolescents of the effects of advertising on their behavior? Ineffective Techniques:
Bland text, images, concepts
Irrelevance to actual product Industrial Revolution (1760 to 1840) 1842: Volney Palmer Agency Logos - Coca Cola ® (1886) First Coca Cola Logo. 1886. Photograph. Brand New. Web. 9 Feb. 2013. A Simple Ad. N.d. Photograph. Penn State University. 2010. Web. 9 Feb. 2013. World War II: Propaganda Television (1940's - 1950's) 1982: "E.T. the Extraterrestrial" - Product Placement Reese's Pieces ® sales increased by 65%! The Internet (1990's)
Pop-up ads
"Spam" e-mails
Banner ads Dozens of Pop-Up Ads Covering a Desktop. N.d. Photograph. Wikipedia. Web. 9 Feb. 2013. Statistics The average American is exposed to approximately 3,000 advertisements a day. The average American spends about three and a half years of his or her life watching T.V. commercials. The average American kid spends forty hours a week exposed to the media by watching television, going online, listening to the radio, reading magazines, etc. STIMULATE YOUR AUDIENCE The use of BOLD, captivating, and dramatic images or text will capture a consumer's attention. But the use of dull, monotonous, or expected images and text goes unnoticed. You Decide:
Which is the more effective ad? VS. Coca Cola. Advertisement. Designing Mall. N.p., n.d. Web. Still Using Boring Text Ads Like These? N.d. Photograph. Local Web Hits. Web. 9 Feb. 2013. Celebrity Endorsement If I include a famous celebrity in my advertisement, will teenagers feel motivated to buy the product? Celebrities are recognizable, so ads featuring them tend to attract attention.
Celebrities are idolized in our culture. Skechers. Advertisement. Luuux. N.p., 11 Jan. 2012. Web. 9 Feb. 2013. Human Drives and Emotions Three primary drives: hunger, aggression, sex John Watson: "love, fear, rage" McDonalds Angus Deluxe Third Pounder. N.d. Photograph. Serious Eats. 12 Nov. 2010. Web. 9 Feb. 2013. In6TV. "Gangster Squad - Trailer." Youtube.1 Aug. 2012. Web. 9 Feb. 2013. Sensory Overload (aka the Abercrombie Effect) • Stimulate the human senses (sight, smell, hearing, touch, taste)
• Activates sympathetic nervous system, which increases arousal
• Increased level of impulsivity The Perfect Body 78% of seventeen year old girls feel dissatisfied with their bodies • "Perfect Body" - Photoshop & Airbrushing Abercrombie & Fitch. N.d. Photograph. Idolol. Aug. 2012. Web. 10 Feb. 2013. Victoria's Secret Angels. N.d. Photograph. Fanpop. 2011. Web. 10 Feb. 2013. Irrelevance Some ads succeed in captivating attention, but fail to demonstrate the purpose of the product. Chinet Iguana. N.d. Photograph. The Buntin Group. 24 Jan. 2012. Web. 10 Feb. 2013. Failure of Internet Ads Why?
Linked to viruses / scams Only 1% of banner ads are clicked on! Controversy in Advertising First Amendment Rights vs. Federal Trade Commission False statistics? Extortion of Information Psychological Influences "Advertising creates a world that is based on cynicism, dissatisfaction, and craving. The advertisers aren't evil. They are just doing their job, which is to sell a product, but the consequences, usually unintended, are often destructive to individuals, to cultures, and to the planet." - Jean Kilbourne, "Can't Buy My Love" "As much as I love watching commercials... I dont [sic] really think they have an influence on what I buy. I have always been taught that commercials potray [sic] things a lot better than they actually are, so I have never really trusted them." - Anonymous survey participant Desensitization Survey Results Media Exposure Presumptions Discussion Questions What sorts of ads do you notice yourself paying attention to? Do you think advertisers are justified in deceiving their audiences? Why or why not? How has the advertising industry shaped your perception of beauty or body image? Tell Me Something I Don’t Know: ET’s Candy Choice Increased Reese’s Pieces Sales 65%. N.d. Photograph. Seiden Says. 17 May 2012. Web. 10 Feb. 2013. Gucci Guilty Fragrance: Evan Rachel Wood and Chris Evans. N.d. Photograph. Design Scene. 9 Aug. 2010. Web. 13 Feb. 2013.
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