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The Harmful Effects of Advertising on Youth

Group Six will analyze the harmful effects that advertising has on the self-concept on youth.
by

Asha Bromfield

on 5 December 2012

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Transcript of The Harmful Effects of Advertising on Youth

In an era of mass accessibility, young adults have access to more media outlets than ever before. The over exposure of advertisements in media allow the average Canadian teenager to consumer an average of 5,000 media advertisements a day. ADVERTISING IN OUR CULTURE 1. Stereotypes
2. Physical Perfection
3. Social Status
4. Sex Appeal
5. Social Trends The harmful effects presented in advertising can be identified through five different subgenres: THE HARMFUL EFFECTS OF
ADVERTISING ON YOUTH STEREOTYPES PHYSICAL
PERFECTION SEX APPEAL SOCIAL TRENDS SOCIAL STATUS a fixed belief or idea about a certain group,
which is used to generalize the whole. Throughout history, the media has used stereotypes to convey
a false perception to society of a certain group, race or religion.








By displaying such negative and confining images
in advertisements, adverts are limiting the self-concept
of young impressionable adults. By growing up around
such images, young adults are taught that the ideas
presented are the “set” way of life, and are swayed to
believe that these false perceptions are reality. Short Term Effects Stereotypes as "Multiculturalism" Long Term Effects Various studies prove that stereotypes
have adverse lingering effects on young adults.
Studies demonstrate that after putting various
people in a situation in which they are stereotyped,
and then asking them to perform daily tasks such
as decision making and eating, they performed poorly. The development of shame or embarrassment can
overcome a teenager leading to feelings of inequality.
When a negative image of their culture or identity is
reflected back to them through the media, it is not
uncommon for teenagers to develop the belief that
what they stand for is somehow less than someone else For children of ethnic decent,
seeing these stereotypes are more damaging
than developing a slightly ignorant perception.
By disguising stereotypes as multiculturalism,
the media is limiting the self-concept of
today’s ethnic youth. The images of minorities
that they see as children will be the images
that they reproduce as adults. The advertising industry is a 250 billion dollar market in the United States alone. Statistics The average Canadian is exposed to 3,000 advertisements every single day. Canadians will spend thre years of their lives watching television commercials alone. Teens are given an impractical, unattainable goal to live up to which is presented to them for example, by actors wearing Lacoste clothing in commercials. Teenagers are pressured to wear/act/dress certain ways which are often unattainable. When teenagers walk into class, they are judged and prejudices are clearly evident in the current teenagers. When one walks into a room, one cannot help but create prejudices. We all have differing worldviews to one extent or another and our worldviews cause us to pre judge people in different ways. Some movies in a more comedic sense have referred to detrimental acts as ‘social suicide’. Social status can cause people with similar interests to come together in communion but it also has the power to cause great divide among teenagers. Much of an opinion of a person is formed in the first few seconds of interaction. When we meet new people, we pre judge them and form opinions on them based on their body language, facial expression, and what they are wearing. Often, before we have even conversed with them, we have placed them in a specific social demographic. Over 91% of teens have been bullied -19% due to being smart/nerdy
-13% due to interests/hobbies 69% of teens have their own computer
24% of teens with a game console use it to go online
27% of teens use their phone to get online STATS Introduction Sexual gender advertising appears to be a norm in society because it can be manipulated for basically any situation. Sexualized images such as beautiful women in lingerie stimulate the brain and influence us towards purchasing the product. The powerful tool of subliminal messaging is used to twist our perception of an ad and leave the message conveying a warped meaning. This trick can be concealed in anything that is image-based, such as candy, liquor, cigarettes, jewelry, fragrance, cosmetics and fashion goods. Deceit is crucial in advertising and I believe that such devices distort the depiction of beauty for profit. The male is the focus of the photo, standing firmly in the center. Only the female's legs are shown shooting upward into the air, with the guy supporting them. This devalues human beings because they are without faces and so they lack true identities. Both models are in the ad for the sole reason of reenacting a sex position. Who they are or why a customer should buy the clothing is not explained or seemingly relevant. Young adults are drawn to this kind of content, allowing the company to sell more. The intended message is that if someone buys a product from American Apparel, they will become more sexually appealing. Unfortunately, that is not the case. Only part of a woman's body is often shown in ads, with the rest being viewed as "useless content." It is similar with men as well; the media does an amazing job of hacking apart the human body in order to sexually sell a product. Both woman are celebrating by pouring the product into a glass - notice how large the bottle look. Are they celebrating because they have a beverage or are they just happy to be in the company of something so "large"? This attracts men who want to be a part of that picture and also woman who envy the specific body type shown. Statistics -In about 65% of all print ads, women are shown with open mouths. This is seen as a very sensual, sexual gesture of submission by men.

-“vampire effect” - when the sexual content was sucking attention from the marketing message.

-A study by Jacque Lambiase and others determined that 73% of magazine sexual ads contained a sex-related brand benefit. In conclusion, sex appeal in the media revolve around very specific gender rules, and we are taught that it is crucial to follow them to prevent ourselves from being ridiculed. The media take those features, exaggerate them, and then link it directly to a product like Coco Chanel or as mentioned earlier, Hollister. “Advertising doesn't always mirror how people are acting, but how they're dreaming... In a sense, what they’re doing is wrapping up your emotions and selling them back to you” (Jhally, 1989). In conclusion.... The media creates an unrealistic image of beauty. Many males and females are victims to the demanding messages in society, forcing to conform to a certain image of what is considered “beautiful”. These images and pressures can result in many major effects on the physical and mental well-being of an individual. 5 Major Effects on the Consumer:

1. Decrease of self-esteem and self-worth

2. Avoiding loved ones, social events and usually develops social issues

3. Change in behaviour and/or mood swings (overly sensitive and defensive)

4. Constantly conscious of what their food consists of

5. Can result in eating disorders (Anorexia (minimal food with intense work-outs), Bulimia (binge eating), Crash Diets (suddenly decreases amount of food consumed). If left untreated, can ultimately result in suicidal thoughts and actions. Statistics

1. Males account for only 5 to 10 percent of bulimia and anorexia cases.

2. In a study on fifth graders, 10 year old girls and boys told researchers they were dissatisfied with their own bodies after watching a music video by Britney Spears or a clip from the TV show "Friends".

3. Many males are becoming insecure about their physical appearance as advertising and other media images raise the standard and idealize well-built men and

4. By the time a young person is 17 years old, they have received over 250,000 commercial messages through the media and one in every three (37%) articles in leading teen girl magazines includes a focus on appearance, and most advertisements (50%) uses an appeal to beauty to sell products.

5. In a recent survey, 69% of girls said that magazine models influence their idea of a perfect body shape. This commercial shows that eating disorders (in this case, anorexia), is not something that one can turn on or off as it is a mental illness and once started, the victim may not see that there is an issue therefore making it extremely hard to stop. Anorexia Commercial Extreme Cases For Striving to Reach Physical Perfection







These two cases show just how far some people are willing to go to reach physical perfection. Both of these young girls (19 and 21) went through extensive plastic surgery, costing them thousands and thousands of dollars. In the Real-Life Barbie Article covered by the Toronto Sun, it states that even a couple of ribs were surgically removed in order to attain this certain unrealistic physique. What can one do?

1. Focus on other qualities that are not related to appearance.


2. Pick friends who are not overly concerned with weight or appearance.

3. Exercise for strength, fitness, and health, not just weight control.

4. If you can't get over your bad body image, consider seeking professional help from a psychiatrist.

5. Learn to accept how you look and build on the physical, intellectual and social skills and abilities that you have Social trends greatly affect the teenagers and their self-concepts. Knowing what is “in,” is the best way to make them fit in with them rest of the world. People get a sort of personal satisfaction when it comes to buying certain item. The youth feel this satisfaction from buying these said items because they know is “trendy” and “cool.” But what really makes social trends and how do they even begin? Some might say that it revolves around the “cool” factor. And this is what most companies are striving to look for. What is cool, and how can they make a profit out of it? There have been several ways in attempting this through integrating the brand with the target audience. Now how does one do this? Social trends greatly affect the teenagers and their self-concepts. Knowing what is “in,” is the best way to make them fit in with them rest of the world. People get a sort of personal satisfaction when it comes to buying certain item. The youth feel this satisfaction from buying these said items because they know is “trendy” and “cool.” But what really makes social trends and how do they even begin? Some might say that it revolves around the “cool” factor. And this is what most companies are striving to look for. What is cool, and how can they make a profit out of it? There have been several ways in attempting this through integrating the brand with the target audience. Now how does one do this? Reaching out to the consumers Commercial Of sprite and what it has become More Statistics Conclusion When a brand becomes successful Once the trend takes off, there literally becomes a sort of sheep mentality towards it. “Everyone is buying it, why won’t you?” are one of the many phrases passed along from both advertisements and from the word of mouth. Apple products have been dominant in the market for so long. But the reason why is because they managed to integrate themselves into a very popular genre; music. With their ads, and the iconic ipods, they steal the hearts of the youth from both their functions and name brand alone. Once a brand becomes popular, people would will buy almost anything from them. In fact 37% of 16 to 19 year-olds agreed that the name of a brand or design of clothing is important to them(NA 2008). In present day, apple products expanded to more than just music, they made more phones lap tops, and tablets. With sales on the iphone 5 hitting more than 2 million sales on the first day, it is hard to deny its prominence. Apple products are known to be a sort of high class product. Buying one gives a certain satisfaction and a form of social status. This is the youth buy it. They want to feel cool, they want to be cool. Brands like apple do that. In a recent poll, 4,500 high school students were surveyed to determine their level of interest in Apple products, and concluded that interest in the iPhone is at an all-time high of 37 percent(Freedman 2011). Con't Cool Hunters There is also a way for companies to scout out early information on what trends are beginning to bud in order for them to gain money. “Cool Hunters” are types of people who try to find what is cool before it becomes a big fad. This Link leads to a documentary revolving around the subject. From 6-:15-7:13 helps explain this method in creating trends. Merchants of Cool -Go to 6:15-7:13 -Friends / Peers 81 %

-Fashion magazines 68 %

-Ads 68 %

NA. (2012, August 9). Teenage consumer spending statistics. Retrieved from http://www.statisticbrain.com/teenage-consumer-spending-statistics/ The youth are constantly being shoved with advertisements that tell them what is cool and what is not. It is never blatant but at most times can be forced. It all determines how they present it, and just how well the audience reacts. The mass media today makes trends always come and go just like that. There will always be something edgy and cool in the next 15 or so minutes and there will be the companies and their hunters to follow suit. In the end, social trends are a means to fit in and how society is in present time, it is hard for a teenager to keep up with the never ending trends. Constantly following the role models, they are slowly being cultivated as if they were sheep and the companies that sell them things they "want" as the Shepard who guide them. Their self concept reduced, adjusted and in the end made into a generic mold that the clothing and other famous brands can mold at their will. This is the harsh reality of social trends. The manipulation of young adults through advertising dates back over 50 years. Advertisers began using various media outlets such as television and radio, to influence the consumer in order to sell their products. Advertisements are creating a limited self-concept for teens, by enforcing the idea that they must fulfill an unrealistic perception for young adults. It is important as young consumers to be aware of the influence that the media subconsciously has on us, in order to remain intelligent and informed. It is extremely important to be aware of the effects that these images can have on our self-concept. We wish for our wiki to not only make young adults aware of the media’s manipulation, but to also encourage uniqueness and individuality in order to sustain positive self-esteem and self-image. The Epic Conclusion...
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