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Youth Consumerism and Body Image

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by

Emily Brown

on 6 May 2014

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Transcript of Youth Consumerism and Body Image

Youth Consumerism and Body Image

Marketing Tactics
Embedding products into TV shows, online, and in video games
Bombardment of society's "ideal" body image
The Dove "Real Beauty" Campaign
Commercials create a "norm"
Glorifying the product
Statistics
Adolescents are avid internet users; data have suggested that more than
90% of teens have access to the internet
and most

teens report daily use of the internet
"Focusing on children and adolescents, American studies have found relationships between consumerism and psychosomatic symptoms,
depression, anxiety and lower self-esteem
in 9-13 year olds (Schor 2004),
increased anxiety and reduced happiness and self-esteem
in 10-18 year olds (Kasser 2005) and
reduced self-esteem
in 8-18 year olds (Chaplin and John 2007)'
An analysis of the impact consumerism has on body image in the youth population reveals that industries market their products toward children and teens because they are impressionable, which can lead to body image issues.
Consumerism
"
Consumerism,
or materialism, referring to
conspicuous consumption
or
beliefs that goods are a means to happiness
generally or personally, has been highlighted as one of today’s ‘social evils’ (Joseph Rowntree Foundation 2009) and as detrimental to health and well-being" (Eckersley 2006, 2011).


Advertisement
Miriam Webster defines
advertisement
as "a person or thing that shows how
good or effective
something is."
Body image in entertainment media
Body Image
"The
body image
construct tends to comprise a mixture of
s
e
lf-perceptions, ideas, and feelings about ones physical attributes
" (Cash and Szymanski, 1995).
Megan Moreau
Emily Brown

Thesis
Males vs. Females
"The ideal image of men portrayed by the mass media is muscular and of normal weight, while ideal women tend to be portrayed as underweight" (Stephen and Perera, 2014).

"Women's, but not men's BMI for attractiveness, but not health, was influenced by the type of media images to which they were exposed" (Stephen and Perera, 2014).
More Facts about Consumerism
Kids represent an important demographic to marketers because they influence their parents' buying decisions and are the adult consumers of the future.
According to the 2008 YTV Kids and Teens Report, kids influence:
-Meal choices (95-97% of the time)
-Clothing purchases (95% of the time).
-Software purchases (76% of the time)
-Family entertainment (94-98% of the time)
Wrap Up!
Big name companies target adolescents because of
four
characteristics:
1. Their mass consumption of media
2. Their spending habits
3. Their ability to set trends
4. The vulnerability associated with youth
Researchers suggest advertising media can
negatively impact both men and women's body images.
Women and girls to strive for a
thinner
body, and men risk their health to achieve a built, muscular body, both idealized by the media standard.
Full transcript