More so today than in previous years, young adults are exposed to advertisements in all forms of media on a daily basis; whether that is online, in movies or on the TV. But why is the youth market so saturated with ads? The simple answer is that the youth like to spend!
Due to a large number of advertisements targeted towards the youth market, young people are more likely to buy into concepts and make purchases without over analyzing their decision. Youths have an undisclosed amount of disposable income; naturally, it differs from person to person, but this age group has the potential to be receiving money from weekend jobs as well as from the bank of mom and dad to purchase whatever they like with.
So how does advertising affect the youth generation and their shopping habits?
Advertising can heavily influence young people who have yet to form opinions on ‘child restricted’ activities such as smoking and drinking. A January 2000 study in an issue of “Journal of Health Communication” titled “Predicting the Potential for Risky Behaviour Among Those “Too Young” to Drink as the Result of Appealing Advertising” shows that advertisements of alcohol, as well as alcohol usage on TV and in movies, can have a significant impact on a young person’s view of drinking.
Many studies have taken place over the last few decades to further understand the youth generation and what triggers them. A study by The UK All Party Parliamentary Group on Body Image summarised that “70 percent of teenage girls don’t participate in certain activities, because of body image anxiety” and 75% of those surveyed believe that advertising in the media is the main social influence on body image.
As the youth become more engaged in the media surrounding them they will become more aware of the high-end brands and clothing that their favourite models and celebrities are wearing. This type of advertising is put in place to try and shift buying habits so that as this demographic continues to age they will favour high end over low end and become lifelong customers.
It will come as no surprise to anyone that youths are more encouraged to eat junk food after seeing an advert for their favourite takeaway or restaurant, all types of food advertising link back to an increase in junk food consumption.
Top tip: If brands want to make a change to the way teens are targeted with advertisements and how these campaigns are negatively impacting the younger generations, more time and focus should be put into creating positive advertising campaigns in order to not contribute to the image anxiety and behaviour influence that is rife amongst this age group in both girls and boys.
Get in touch with British American Group now at firstname.lastname@example.org or on 0121 616 2211 to discuss reaching the youth market!