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How does advertising influence teenagers? The answer to this question can be found in the essay below.
Introduction
Advertising affects teenagers in various ways, many of which are negative. Teenagers become attracted to various forms of advertisements. As they grow older, they encounter more advertisements, thereby affecting their personalities. Children are surrounded by advertisements during every stage of development. Extensive research conducted has revealed that teenagers play a key role in various markets owing to their purchase and consumption patterns (Berger 2011).
The major motivation behind teenage purchases is the influence that originates from advertisements posted on magazines, newspapers, and the internet (Kirsh 2010). According to research, teenagers are the top consumers in America, contributing about $150 billion every year through purchase of goods and services (Schudson 2013).
A study conducted by Music Television (MTV) revealed that many teenagers are attracted to advertisements and programs that include provocative features related to sex, antisocial behavior, and violence (Schudson 2013). In addition, the study found out that many adolescents proceed to model different actions and behaviors depicted on such commercials and TV shows. Similar studies have provided results that various companies and organizations use in developing marketing strategies for their products and services.
The main purpose of this paper is to explore the negative effects of advertisements on teenagers and the various ways in which parents and teachers can mitigate the influences. Negative influences of advertising on teenagers include embracement of unhealthy eating habits, lack of self-esteem and confidence, perpetuation of violence and stereotypes, propagation of drinking and smoking, enhancement of teenagers’ propensity to risk, and development of anxiety regarding their body images (Berger 2011).
It is important for parents and teachers to educate teenagers regarding the effects of advertising on their well-being. Parents should limit the amount of time that their children are exposed to advertising that affects them negatively.
Negative influences of advertising on teenagers
Teenagers are constantly exposed to advertisements that have negative influences on their eating habits, personalities, attitudes, and behaviors (Gunter & McAleer 2005). Different forms of advertisements are embedded in movies, films, plays, and internet programs that teenagers watch. The main aim of these advertisements is to influence teenagers into buying certain products so that companies can increase sales and loyalty to their brands.
Through the influence of advertisements, teenagers buy into the culture of letting other people decide the attitudes they develop, the clothes they wear, the foods they eat, how they behave, and how they treat other people (Kirsh 2010). Advertising influences teenagers easily because adolescence is a critical stage in the development of identity as well as personal ideals and values. Teenagers behave in ways that increase chances of acceptance and validation among their peers.
Product and service companies spend billions of dollars in marketing and advertising every year. Their main target is teenagers because young people are easily influenced and as such can be convinced to subscribe to herd mentality (Kirsh 2010). Young people buy anything that is described as trendy and fun. It is easy for companies to alter their beliefs and attitudes by constantly presenting their products to them on TV, the internet, and other media platforms.
Several companies use celebrities to endorse their products because they are sure that by so doing, teenagers would be influenced into using them because of their admiration for celebrities and their glamorous lifestyles (Kirsh 2010). Advertising affects several aspects of teenagers’ lives including their psychology, physical well being, behaviors, attitudes, and personalities.
Governments, parents, and teachers are doing their best to ensure that teenagers are not affected negatively by advertising. However, the billions of dollars set apart by companies for marketing and advertising undermine their efforts. The government should impose strict regulations in order to compel companies and media platforms to avoid advertisements that affect teenagers negatively.
Anxiety regarding body image
Advertisements create a sense of anxiety in teenagers about their body images that makes them feel inadequate (Kirsh 2010). A common method of marketing used by companies is making teenagers feel inadequate and awful about their bodies. To accomplish this goal, companies use thin female models and well toned male models in advertisements making teenagers feel fat, too thin, too big, or unattractive (Levine 2010).
Many teenagers feel inadequate, and as a result use diet regimens, drugs, and exercise to live up to the standards set by the models shown in advertisements. For many teenagers, the main goal is to attain the bodies of the models and celebrities on advertisements (Berger 2011). This striving for perfection leads to low self-esteem and diminished self-worth. Teenagers compromise their identity and academic achievements.
Advertisements show ideal body images of males and females in ways that create negative social cues in the minds of teenagers. Young people embrace the belief that if they do not possess the looks and bodies of their favorite celebrities, then they fail to measure up to societal standards. Men are presented as alert, domineering, physically active, and energetic. They possess strong hands, six-pack abs, acne-free faces, tall heights, and huge biceps (Gunter & McAleer 2005).
Young people who do not meet these standards develop anxiety and learn to dislike their bodies. Others find ways to attain these features by exercising excessively, dieting, and using steroids without minding the negative consequences on their health (Gunter & McAleer 2005).
Advertisements present unrealistic images of celebrities and models that young boys and girls try to attain in order to feel good about their bodies. Females are presented as weak, vulnerable, emotional, compassionate, and docile. Therefore, advertisements depict them as thin, buxom, and curvy. Advertisements convince female teenagers that women with these traits are perfect, loved, and happy. This makes them feel inadequate because of the absence of traits that define beauty and perfection.
Advertisements glamorize skinny models and depict them as perfect and beautiful. Surveys show that the average teenager in the United States sees approximately 3000 advertisements from different media outlets every day (Preiss 2007). This implies that the influence of advertisements on teenagers is immense.
Products that target girls approach the concept of beauty from unrealistic perspectives. Many celebrities undergo surgery as a way of attaining the ideal body size, shape, and complexion. This influences teenagers into opting for similar strategies. According to psychologists, body image is a psychological aspect that determines the self-esteem and self-worth of individuals (Gunter et al. 2004). It is determined by an individual’s perception of their body and the perception of other people.
Advertisements are edited and altered in order to meet the requirements of the advertiser. One of the major aims of advertisements is to create an illusion of perfection and wholeness that is associated with using certain products (Gunter & McAleer 2005). For instance, food supplements are accompanied by images of models with well-defined abs and well- toned biceps to show their effect on individual who consume them.
Representation of ideal body images in the aforementioned manner provides an unrealistic representation of celebrities, models, and other people of influence (Preiss 2007). Teenagers accept the representations as reality and therefore work towards attaining similar body shapes. Young people fail to realize that such images are altered using technology in order to create definite effects that pass certain messages (Gunter et al. 2004).
Teenagers fail to differentiate reality from fiction. Teenagers buy certain products hoping to attain the body images presented in advertisements. Another reason why teenagers are negatively influenced by advertisements is the fear of not being accepted by peers. The media presents various body shape ideals that alter the attitudes and thinking patterns of young people. For instance, teenagers worship celebrities because they are depicted as perfect (Gunter et al. 2004).
They are shown to have perfect bodies, exceptional fashion sense, and good mannerisms. In their efforts to ape celebrities, teenagers develop anxiety regarding their bodies because in many cases, they fail to attain similar shapes, sizes, and complexions (Preiss 2007). Advertisements associate certain body types with popularity and influence. For instance, well toned men are depicted as popular, influential, and amiable.
In order to protect teenagers from the negative effects of advertisements, parents and teachers should help teenagers understand that the images they see on commercials are unrealistic and fictional. Parents need to limit the amount of time their children spend online and watching TV (Preiss 2007). In addition, they should communicate regularly with their children in order to discuss various issues that affect their confidence and self-esteem.
Unhealthy eating habits and disorders
Advertising influences teenagers into embracing unhealthy eating habits that result in eating disorders (Levine 2010). Numerous media channels and forms of advertising influence the food-purchase behaviors of teenagers. These channels include kids clubs, in-school marketing, TV, internet, product placements, branded toys and products (Gunter et al. 2004). Research has revealed a connection between eating habits of teenagers and prevalence of fast food commercials on television, internet, and magazines.
Teenagers who spend a lot of time watching TV and reading magazines and newspapers are more prone to unhealthy eating habits than teenagers who spend little time watching TV. Advertisements depict sugary foods, junk food, and sweet snacks as fun and indicative of youthful vigor. According to the International Journal of Behavioral Nutrition and Physical Activity, teenagers are exposed to approximately three hours of fast food commercials on a daily basis (Gunter et al. 2004).
On the other hand, more than 50 percent of the advertisements that teenagers view in a year comprise fast food and unhealthy food products (Nicolas &Good 2004). Fast food organizations target teenagers because they have the ability to alter their families’ spending plans and purchase fast foods as compared to adults. In addition, teenagers are more attracted to fast foods and sugary food products.
Advertisements encourage teenagers to consume unhealthy foods that cause disorders such as obesity. Young people who often eat in fast food restaurants are less likely to develop healthy eating habits. In restaurants that serve fast foods, menus contain few healthy options. Research has revealed that in such restaurants, only 17 percent of foods served are nutritional (Nicolas &Good 2004). In the United States, the obesity rate among teenagers is approximately 17.6 percent (Nicolas &Good 2004).
This percentage is largely due to high consumption of foods with low nutritional values. Unhealthy food habits coupled with lack of physical exercise results in disorders that have negative health outcomes. Teenagers spend a lot of time online, watching TV, and reading entertainment literature.
This contributes to exposure to fast food commercials. Advertisers aim to impress children with commercials in order to build brand loyalty (Nicolas &Good 2004). Therefore, their commercials exclude the consequences of consuming fast foods on proper growth and development (Gunter et al. 2004). Advertisers show the fun that is associated with consuming such foods. These commercials create certain impressions on the minds of teenagers and as such encourage them to consume more.
Advertisements lead to insufficient intake of nutritionally rich foods that are vital for optimal mental and physical growth. Nutrition during adolescence is an important aspect because it fosters proper growth and development. The eating habits during adolescence are carried on to adulthood. Therefore, it is necessary for teenagers to embrace healthy eating habits. Numerous studies have revealed that many teenagers in the United States have unhealthy eating habits that fail to meet standard dietary requirements.
About 15 percent of teenagers in the U.S. are obese due to poor eating habits (Nicolas &Good 2004). Obese teenagers are exposed to high risk of developing cardiovascular diseases and diabetes. These health risks have negative consequences on the health and productivity of teenagers. In addition, they increase health costs associated with treatment. Lack of nutritionally rich foods has a negative effect on the growth and development of teenagers into adulthood.
Optimal mental and physical health is fostered by healthy eating habits which involve foods that contain recommended nutritional components. During puberty, the bodies of teenagers undergo increased growth, which is characterized by different changes in body form. During this stage, the bodies of adolescents require high intake of energy and nutrients for proper development (Nicolas &Good 2004). Energy and nutrient intake is largely affected by teenagers’ food choices.
The main causes of unhealthy eating habits among teenagers include peer influence, the need for autonomy, preoccupation with self image, and poor nutritional choices. Research has shown that proper nutrition plays a key role in preventing chronic diseases such as diabetes, heart diseases, stroke, and cancer (Nicolas &Good 2004). Health experts urge parents to ensure that their children embrace healthy eating habits in order to lower the risk of developing disorders and complications associated with poor nutrition.
Surveys conducted to study the nutrient intake of teenagers have revealed that teenagers’ eating habits do not fulfill the requirements of nutrient intake for optimal growth and development (Nicolas &Good 2004). Many teenagers consume fatty and sugary foods and thus limit their intake of folic acid, fiber, certain vitamins, and minerals such as Calcium and Zinc (Gunter et al. 2004). Insufficient intake of minerals has adverse effects on teenagers.
For instance, low intake of calcium and iron among teenage girls affects their cognitive functions. In addition, it alters physical performance. Low intake of calcium exposes teenagers to high risk of developing osteoporosis in adulthood (Nicolas &Good 2004). Parents and teachers can prevent the negative effects of advertisements on teenagers by encouraging healthy eating habits and teaching young people about the consequences of unhealthy diets. In addition, parents should limit their children’s calorie intake.
Violence and stereotypes
Research has revealed that advertisements perpetuate violence and stereotyping among teenagers (Rifon et al. 2014). Gender stereotyping is the main form of stereotyping perpetuated by advertisements. In commercials, women are presented as sexual objects that are meant to satisfy men’s sexual needs. In addition, the roles of women are presented as belonging to the bedroom and kitchen only. Women are required to get married, bear children, and take care of their families.
In addition, they are expected to be compassionate, loving, obedient, and submissive to their partners. Amidst these expectations, women are required to look young, healthy, and beautiful. These advertisements influence the way female teenagers are treated at home, in school, and in society (Nicolas &Good 2004).
For instance, in school, girls play certain sports and perform certain roles that limit their potential for achievement. Gender stereotypes have a negative influence on teenagers because they limit their self-expression and achievement (Nicolas &Good 2004). In addition, they suppress their creativity because teenagers act and behave based on certain societal standards and expectations.
In advertisements, males are depicted as strong, domineering, aggressive, courageous, competitive, and assertive. In contrast, females are depicted as weak, emotional, acquiescent, kind, obedient, and polite (Rifon et al. 2014). Exposure to advertisements that contain such content influences the perspectives and attitudes of teenagers in a negative way. Girls are expected to be submissive and emotional. This way of thinking affects how boys treat girls.
Gender stereotypes affect girls especially with regard to career and professional development. In certain industries, employers shy away from employing women because of the stereotypes associated with the female gender. Research has revealed that stereotypes emanate from upbringing and external influence (Gunter et al. 2004).
Gender stereotypes restrict women to certain roles, careers, and pursuits. Society punishes those who defy its rules by perpetuating criticism, violence, and ridicule. One of the main consequences of stereotyping is gender violence (Rifon et al. 2014). Men perpetuate violent acts and reactions towards women because of the common stereotype that men are supposed to be tough and aggressive (Rifon et al. 2014).
Society regards violence against women as normal. In numerous advertisements, acts of violence are considered customary and an expression of masculinity. Therefore, many communities tolerate violence and do little to squash it. Requiring women to be inferior to men undermines them and limits their potential. The media perpetuates these ills by promoting prejudices and attitudes that encourage stereotyping.
Depicting women as sexual objects encourages violence and stereotyping (Nicolas &Good 2004). Men treat women without respect because the media has conditioned them to view women as objects to satiate their sexual desires (Rifon et al. 2014). In addition, gender violence is rampant because men are conditioned to believe that they are superior to women. Therefore, any act of disrespect or opposition from a woman is unacceptable.
Men use any measure available to maintain dominion over women. The perception that women are inferior is evident in advertisements that present women as naked, weak, and submissive (Frith & Mueller 2010). Rarely do men appear in advertisements naked or submissive. Women appear naked because society treats them as sexual objects. Such advertisements affect the attitudes of young people towards women. They learn to dominate and use women for the satiation of their sexual desires.
Advertisements create long lasting negative effects on the personalities of young boys and girls. This results from long-term exposure of violent attitudes and personalities presented in advertisements. Teenagers embrace violence due to the negative influence of violent content in different advertisements.
Prolonged exposure to violence and stereotypes leads to negative impacts on the personalities of teenagers. It is imperative for parents and teachers to teach teenagers about the dangers of violence and stereotyping. In addition, they should ensure that teenagers have limited exposure to commercials and advertisements that have negative effects on their behavior, attitudes, and personalities.
Tobacco and alcohol consumption
Prolonged exposure to advertising is largely responsible for the high rate of smoking and alcohol consumption among teenagers. Highly influential platforms for advertising include magazines, television, movies, and internet. Different kinds of advertisements have diverse influences on teenagers. Advertisements in magazines and concession stands have great influence on teenagers who have never encountered alcohol in their lives.
On the other hand, advertisement displays in stores, shopping malls, and television have great influence on teenagers who have encountered alcohol use either by their parents or peers (Bryant, Zillmann & Oliver 2002). Advertisements in shopping destinations initiate teenagers to drinking and smoking due to exposure over sustained periods of time. Advertisements displayed in places that teenagers frequent link alcohol with their everyday activities.
A research study conducted in 2006 revealed that approximately 30 percent of teenagers who smoke do it because of influence from tobacco advertising (Arterburn & Burns 2007). On the other hand, a high percentage of teenagers who drink do so due to influence from alcohol advertising. One of the challenges that teenagers face is the need for peer acceptance and self-assurance (Frith & Mueller 2010). In order to satisfy these needs, they copy the behaviors of their peers and as a result, many teenagers indulge in antisocial behaviors.
As mentioned earlier, product placement in movies and TV has great influence on teenagers. For instance, in movies, alcohol is depicted as a product that helps people to relax and drown their sorrows (Shimp & Andrews 2013). This depiction makes it appealing to teenagers who develop the urge to experiment with alcohol.
The influence of alcohol commercials is augmented by the behaviors of parents who drink in the presence of their children (Arterburn & Burns 2007). It is important for parents to avoid drinking beer and smoking cigarettes in the presence of their teenage children.
Public health advocates have in numerous instances presented complaints regarding the effects of the widespread alcohol advertising in the media. Alcohol advertisements, product placements in movies and films, as well as the inclusion of alcohol lyrics in music presents an avenue through which young people learn about alcohol.
Proponents of controlled alcohol advertising argue that the rising rates of alcohol consumption among young people are largely due to constant exposure to content that encourages drinking (Strasburger 2010). Advertisers mainly use television because it is the main medium of communication that is used by teenagers. According to research, young people between the ages of 11 and 13 years watch an average of 27 hours of television every week (Ohannessian 2014).
This period is higher among young people between the ages of 14 and 19. Long periods of watching television introduces teenagers to alcohol and ingrains in their minds images of the fun associated with consuming alcohol. In many TV shows, parents consume alcohol in the presence of their children. This phenomenon is treated as a normal occurrence in families. Advertisements appeal to teenagers because they portray alcohol consumption as a sign of adulthood and maturity (Strasburger 2010).
As such, they portray drinking as a positive experience that is enjoyable and pleasurable. Prolonged exposure to advertising shapes the attitudes, beliefs, and behaviors of teenagers toward drinking. Gradually, young people embrace the belief that drinking is fun and an important recreational activity. In addition, they learn to associate drinking with personality traits such as elegance and sociability (Ohannessian 2014).
This increases underage drinking that manifests in negative consequences such as accidents, risky behaviors, and poor academic performance. The government, parents, and schools are doing their best to ensure that teenagers stay away from drugs and alcohol. However, they are finding it difficult because of the role played by advertisements. Despite their efforts, more than $25 billion worth of advertisements is diluting their efforts (Strasburger 2010).
Enhancement of teenager’s propensity to risk
The human brain undergoes a process of development that peaks during adolescence. Adolescence is a human development stage characterized by rebelliousness, dangerous experimentation, and extensive risk taking (Ohannessian 2014). Teenagers are attracted to products that are likely to satisfy their need for instant pleasure and rebellion (Shimp & Andrews 2013). Alcohol and cigarettes are major products that parents caution their children from using.
These products develop an urge in teenagers that prompts them to drink and smoke as a way of experimenting and rebelling against their parents. Many teenagers drink and smoke because alcohol and cigarettes are associated with risky behavior, instant gratification, and independence (Frith & Mueller 2010). Advertisements link alcohol and cigarettes with outcomes such as enjoyment and acceptance by peers.
The need for acceptance and pleasure encourages teenagers to drink and smoke. Extended exposure to tobacco and alcohol advertising has adverse effects on the attitudes of teenagers (Ohannessian 2014). It shapes their perceptions and attitudes with regard to alcohol consumption and cigarette smoking. These attitudes and perceptions consequently create positive links between drinking or smoking and having fun or gaining acceptance from peers (Ohannessian 2014).
Advertisements contain content that encourages teenagers to engage in behaviors such as drinking, smoking, and drug abuse (Shimp, & Andrews 2013). Research has established a relationship between several risky behaviors. For instance, teenagers who engage in risky sexual behaviors are more likely to drink alcohol and use drugs than teenagers who do not. Advertisements are very effective in altering the attitudes and beliefs of teenagers regarding different products.
This explains why companies sue billions of dollars in advertisements and marketing projects. According to a report released by the World Health Organization (WHO), advertising accounts for approximately 30% of all cases of drinking and smoking among teenagers (Strasburger 2010). One of the negative effects of cigarette advertising is that it increases the risk of teenagers smoking cigarettes and soft drugs such as marijuana.
Many young people use cigarettes as a gateway substance to other drugs (Shimp, & Andrews 2013). Advertising depicts smoking as fun and glamorous. In addition, it presents smokers are autonomous, adventurous, fun-loving, and trendy (Strasburger 2010). In contrast, the numerous negative effects of smoking are not highlighted. Despite government’s efforts to compel cigarette companies to take more responsibilities with regard to promoting good health, the efforts have not borne fruits.
Advertising in trendy teenage magazines dilutes the efforts of parents in instilling good values in their children. According to numerous studies, cases of smoking are rampant among teenagers who own items with labels of certain cigarette brands and teenagers who enjoy reading about cigarette ads in magazines (Shimp, & Andrews 2013). A meta-analysis involving 51 distinct studies on the effects of advertising on teenagers revealed that tobacco advertising increases the risk of teenagers smoking by more than 50% (Strasburger 2010).
Advertising also encourages teenagers to use prescription drugs because it presents them as the cure for all their problems (Strasburger 2010). For instance, there are pills for weight loss, weight gain, birth control, sexual intercourse, and improved performance in school. According to government statistics, prescription drugs companies spend approximately $4 billion on advertising every year (Strasburger 2010).
Prescription drugs advertisements encourage teenagers to use certain products in order to solve their problems. Drugs such as birth control pills and condoms encourage teenagers to engage in risky sexual activities because of the misguided notion that they protect them. For instance, many teenage pregnancies can be attributed to the reckless use of birth control solutions available in the market.
Research has shown that wrong use of emergency contraception has adverse effects on women who use them for prolonged periods. Many teenage girls use emergency contraception in efforts to avoid pregnancies without considering the consequences of their prolonged use.
Conclusion
Negative influences of advertising on teenagers include embracement of unhealthy eating habits, lack of self-esteem and confidence, perpetuation of violence and stereotypes, proliferation of drinking and smoking, enhancement of teenagers’ propensity to risk, and development of anxiety regarding one’s body image. After a thorough discussion of the negative effects of advertisements on teenagers, it has emerged that it is imperative for parents and teachers to address the issue.
Teenagers need to be educated about the differences between reality and fiction, the negative effects of violence and stereotypes, and the importance of healthy eating habits on their growth and development. Advertisements create anxiety among teenagers regarding their bodies, encourage unhealthy eating habits, enhance teenagers’ propensity to risk, link drinking and smoking with positive outcomes, and perpetuate stereotypes and violence.
This issue needs to be addressed because the habits developed during adolescent are carried forward to adulthood. The proliferation of technology has introduced numerous challenges that teenagers encounter in their daily activities. It is important for parents and teachers to limit the time that teenagers spend online and watching TV. In additional, it is very important for the government to enact legislation that protects children and young people against the negative influence of advertisements.
Adolescence is a development stage that is characterized by rebelliousness, risk taking, and dangerous experimentation. Numerous research studies have shown that advertising has far reaching effects on the attitudes, beliefs, and behaviors of teenagers. Products such as alcohol, cigarettes, and prescription drugs are depicted as fun, trendy, and necessary for a good life.
On the other hand, junk food, unrealistic body images, and violence are glamorized. The glamour encourages teenagers to embrace them and incorporate them as important aspects to guide their lives. It is important for parents and teachers to guide teenagers in order to help avoid risky behaviors that are perilous to their wellbeing.
References
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Bryant, J, Zillmann, D & Oliver, M 2002, Media Effects: Advances in Theory and Research, Routledge, New York.
Frith, K & Mueller, B 2010, Advertising and Societies: Global Issues, Peter Lang, London.
Gunter, B & McAleer, J 2005, Children and Television, Routledge, New York.
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Levine, R 2010, The Power of Persuasion: How we are Bought and Sold, John Wiley & Sons, New York.
Nicolas, S & Good, T 2004, America’s Teenagers Myths and Realities: Media Images, Schooling, and the Social Costs of Careless Indifference, Routledge New York.
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Rifon, N, Royne, M & Carlson, L 2014, Advertising and Violence: Concepts and Perspectives, M. E. Sharpe, New York.
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