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  • 執筆者の写真Yuko

Advertising and young people


The impact of advertising on previously unspoiled societies, especially young communities, is well documented. Whilst authorities on this subject are making some efforts to mitigate the worst effects caused by inappropriate advertisements, whether it be of violence, sex or terror, advertising continues to ruthlessly exploit new opportunities for the younger generation with little regard for negative consequences. Indeed, the very notion of advertising on youth itself is questionable.


One of the key issues is that teenagers have a high potential to shop till you drop. The first text expresses that they have begun to take off with either their pocket money or their parents. The admen and the adwomen have detected and reacted to this unique market where not only quality and price pull the trigger of purchasing but also cuteness and extravagance do so too. However young people truly value the choice of real celebrities they like rather than fake images produced by advertisements.


Recently, the hazardous nature of advertisements to naive adolescents has become topical and recognised but not necessarily true. The second text reveals a surprising discovery that advertisements have more bark than bite for unguarded young ladies and gents. They were born in the era when high-technology and telecommunication were in blossom, so that pollen, which is advertisements, have been pouring on them since their birth through smartphones. As a result, antibodies have developed in young people. Moreover, they are fully guarded against advertising.


In short, despite the advertising industry’s best efforts to explore the unknown youngsters in a responsible manner and even though youngsters become tougher against advertisements flowing like a waterfall from their smartphones, it is difficult to escape the reality, that the advertising industry surely promotes the consumer culture to the next generation. In order to sustain our limited resources to the distant future, we must reconsider the role of advertising in modern life.

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