Teenage Consumers Essay Research Paper As the — страница 5

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its adverse effects on the mental and inadvertently the physical health of teenagers. Just imagine, after a long summer vacation full of lots of free time for relaxing, you have gained 15 pounds. You can no longer fit into your Mavi jeans or your designer Juicy top that you were planning to wear on your first day of school. You become depressed, gaze up at your Britney Spears poster and decide that you aren?t going to eat for a while. Poof?an eating disorder develops due what image the media sets forth as normal. According to Kilbourne, author of ?Selling Addictions,? ?Advertising clearly has played a role in creating the current national obsession with excessive thinness for women? (7). Diana Liu, a high school student affirms this theory by saying, ?[Some girls] are totally

influenced by TV and magazines. Not only is their self image changed, but their self-worth also drops. They think they are not as important and special if they don?t look like so and so (1/21/01). However, some teens, such as Greta Ackerman, a teen who has grown up in New York City. She is mentally stronger than this and says, ?I try not to let ads that intentionally portray the closest thing to perfection out there as the ?norm? dictate how I feel about myself. Ads distort truth to portray the ideal that everyone wants to be, not the truth that everyone wakes up to? (1/21/01). A child psychologist, Carol Moog shows concern for the adolescents in today?s society. She say that ?teens are more vulnerable every year, as the ability of parents to be around and provide a mature

presence at home is eroded by the economic picture?advertising is growing in power because too often, nothing much else of value is happening in the kid?s lives (Farrington 6). Another teenage voice states that, ?I do think one thing commercials try to do is make you feel self-concious, they want you to worry about zits and clean pores, about your hair being shiny enough, about how muscular you are, and how much you weigh. They push at me, and bring it all up in my mind? (Farrington 7). Teenagers need to understand that the truth that advertisements throw at you is not reality. Also, the advertisements that portray cigarette smoking and drinking have a huge effect on children and teenagers. Alcohol, tobacco and drugs are the most heavily advertised products in the nation,

spending over two billion dollars a year to reach out to people (Kilbourne 5). Usually to no avail, the government tries to counter this force, by spending one million dollars per year on public service announcements and pamphlets informing people of the dangers of smoking (Kilbourne 5). Because sexuality is used to promote these adult activities, it reaches out to adolescents who are exploring and trying to understand their sexuality. This has had such an effect that it has provoked the uprising of girl?s smoking under the age of eleven, the group who have become the largest new smokers in the country (Kilbourne 4). Kilbourne states that ?It seems safe to say that advertising played an important role in creating a climate in which cigarette smoking by [teens] was seen as normal,

acceptable and even desirable, thereby encouraging more [teens] to smoke? (5). She also states that ?alcohol and cigarette advertising do [portray an environment] in which dangerous attitudes toward alcohol and cigarettes are presented as normal appropriate and innocuous? (6). It is obvious that teens are being effected by the advertising into buying products and adopt habits that they would normally not think of. Not only do adolescents very seriously relate themselves to advertisements and the media, but they think that in order to be ?cool? they must assume the roles of the characters portrayed in the advertisements. Since the group of teenage consumers is gargantuan, teens are targeted in all markets. The areas that are forbidden to them, such as smoking and drinking have a

special appeal. Teens are extremely impatient, and love to buy products that make them feel sophisticated and older. On average, adolescents aged 12-14 want to be 18, and 15-19 year olds want to be 20 (AP 42). This statistic shows that teenagers will do almost anything to make themselves feel grown-up, even if it means breaking laws or rules that have been set forth for them to follow. Eight out of ten adults agree that today?s marketing and advertising worlds exploit kids by convincing them to buy things that are bad for them or that they don?t need (McGee 52). Teenagers need to realize that they are being taken advantage of so that they can make more educated purchases and feel better about their status as consumers. They cannot let themselves be told what to do or how to look