Teenage Consumers Essay Research Paper As the — страница 4

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favorite musician is shown in an advertisement, that it does not mean that he is using the product or even has any interest in what is being sold. He is doing the commercial because he is getting paid, and the marketers know that his appearance with their product will boost its sales. As teens become gradually more materialistic, they ardently believe that looking good is a key component to being cool and successful (Zollo 122). As they identify themselves with celebrities or people depicted by advertisements, they are selling themselves short and causing harm to their self image. The media is an extremely prevalent source that is tapped by marketers to instill these feelings in teenagers. The more vulnerable they feel, the more likely they are to buy an advertised product. As

you and your friends leave the restaurant after paying the bill, you all return to your house. Your room, which is covered with posters of the latest music phenoms and your all time favorite movies, is the favorite hangout of your ?clique.? You have the best flat screen television and an endless array of DVDs that you all love to crash in front of while snacking on Gummi bears and Sour Patch kids. The only problem is, your little brother left all his Star Wars stuff all over your floor when he was playing in there yesterday. Your friends laugh at you, and you feel totally embarrassed because the stuff that was left in your room depicts a person that is not cool at all. You vow to beat up your brother because he made your friends look down upon you, and scarred your perfectly cool

and popular reputation. Deciphering the concept of cool has become a huge driving factor behind all research regarding what teens buy. Whether a brand or a certain product is dubbed ?cool? or not can make or break its success. According to surveys, two thirds of teens associate quality with being cool, and 47 % say a brand is cool only if it is made for their age group. 24% say if ?cool? friends use it, it passes the test. Gene Delvecchio, president of Youth Marketing Consultancy, says of perennially cool brands, ?All of these brands satisfy a timeless emotional need and dress it up in a current trend or fad? (Ebenkamp 36). MTV, a very successful company that is geared toward teenagers ?taps into rebellion and angst; themes that have long been part of a teen?s heart and soul- and

combines them with programs that are of the moment? (Ebenkamp 36). Marketers also try extremely hard to pinpoint the sources of trends and how they evolve. In general, they have found that the best way to spot trends is to observe teenagers and go where they go. 47% of trends are said to originate from peers, which is a dead giveaway to how trends develop (Zollo 110). Another shocking fact is that twenty percent of teens consider themselves to be trendsetters. (Zollo 113). Brand choice and brand loyalty are other factors studied by marketers so that they can better understand what teens buy. A teen?s willingness to buy or campaign to their parents for certain brands is has a direct relationship with the importance of brand choice in the product?s category (Zollo 35). Teens are

more likely to stay with one brand in terms of intimate products, such as tampons or personal hygiene products. When it comes to clothing, teens are more likely to buy what they like, no matter the brand. ?Teens also tend to regard brands within the fashion category as the coolest because their importance to teens transcends their status as consumer products? (Zollo 35). For teenagers, the importance of having ?cool things? or being viewed as cool is one of the most important aspects of their daily lives. Slowly but obviously becoming a more money and looks oriented society, fifty-two percent of teens say that being good looking is what makes a person cool. What teenagers buy reflects what they think of themselves and how they wish others to perceive them. Teens also see the act

of buying as one of independence and conformity at the same time (Zollo 22). Teenagers must learn to look beyond all of this materialism, and not judge themselves or others by what they own or how ?cool? they are. Teenagers can not get caught up in the media?s picture of what is socially acceptable. In today?s world, teenagers have to be themselves, and put a conscious effort into not conforming to society and what their peers deem ?worthy.? Teens need to realize that being good looking and popular are not the most important things in life. They need to look past the fa?ade and image set forth by the media and advertising and see themselves and what they buy for its their worth. Another aspect of the advertising and media in today?s society that must be considered and examined is