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How do media influence adolescent behavior
Body image and self esteem among teens
The adolescent’s preoccupation with body image and the problems that arise
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Although there are a few good reasons as to why name brand clothing does not affect teens, there are more reasons as to why they do. The bulk of research shows that fashion branding does have an impact on youth because it can cause insecurities and uncertainties brought by the transition from childhood to adulthood. Teens are in the awkward stage and feel insecure about where they fit in in life and how they look, and these name brand clothing advertisements are not making teens feel confident in their skin. Most people are insecure about at least one thing, whether it is their body image, intelligence, or sexuality, and for most teenagers their insecurities come from the clothes that they wear. It is not just the cloth branding itself but also the advertisements that these brands display. These advertisements ooze sexuality with gorgeous, too perfect models. When teens look at these billboards and posters at the mall they become insecure with how they look and perceive themselves. Teens try to make their skin look like the airbrushed ones on the models or will go on diets so they can be as skinny and look exactly like the model does in the dress. Corporations capitalize on the age old-insecurities and self-doubts of teens by making them believe that to be truly cool, you need their product (Media Smarts). Fashion marketers such as Calvin Klein, Abercrombie & Fitch and Guess use provocative marketing campaigns featuring images of impossibly thin, fit, beautiful and highly sexualized young people that can contribute to feeling of body-hate and self-loathing. (Media Smarts). These young teens do not have a chance of looking like these models that are airbrushed and anorexic, yet they still try to look like them. When they see that ...
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Media Smarts. (n.d.). Marketing and consumerism - special issues for tweens and teens. MediaSmarts.
Okonkwo, U. (2006). Luxury brands & celebrities: an enduring branding romance. Retrieved from http://www.brandchannel.com/papers_review.asp?sp_id=1234
Plantinga, T. (2001, June). Not nobody: A brand-name approach to identity. Retrieved from http://www.calvin.edu/academic/philosophy/virtual_library/articles/plantinga_ted/not_nobody_a_brand_name_approach_to_identity.pdf
Reagan, C. (2013, May 30). Teen angst: Retailers fight for relevance. Retrieved from http://www.cnbc.com/id/100774191
Souiden, N., & M'saad, B. (2011). Adolescent girls from a modern conservative culture: The impact of their social identity on their perception of brand symbolism. Psychology & Marketing, 28(12), 1133-115.
Americans have long since depended on a falsified ideology of idealized life referred to as the American dream. The construct of this dream has become more elusive with the emergence of popular cultural advertisements that sell items promoting a highly gendered goal of achieving perfection. In “Masters of Desire: The Culture of American Advertising,” Jack Solomon states that ads are creating a “symbolic association between their products and what is most coveted by the consumer” to draw on the consumer’s desire to outwardly express high social standing (544). The American dream has sold the idea of equality between genders, races, and socioeconomic backgrounds, but advertisements have manipulated this concept entirely through representations
It is evident that today’s advertisements for teen clothing are neither healthy, nor ethical, to use as a way to attract teen consumers; however, companies are getting away with this behavior, because their effective and inappropriate advertisements are merely innuendos. The modern label placed on teens is said to be the primary contender for the cause of eating disorders, suicide, bullying, and depression. Fortunately, groups of teens are getting together to put an end to these unethical advertisements and the messages the ads give off to teens; because of their efforts, the amount of effect that advertisements have on teens now, may dramatically plummet sometime in the near future. In my opinion, it is crucial that us teens make a profound alteration to the way teen merchandise is advertised, which in turn will end the knavish behavior of clothing companies, and cease our judgmental society.
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.
In a rising economic marketplace, advertising industries convey to consumers the idealistic values of wants and needs of a product that appeals to people. In most cases, the characterization of women in local ads portrays negative and sexual acts. A particular advertisement that contributes to the delusion of women is the Body Language Sportswear ad. Through basic discriminatory messages that often get hold of the individual’s attention. The advertising company entertains, persuades and influences people as well as sending subliminal communication. This advertisement convinces audiences by promoting essential mixtures of visual depictions of images, unrealistic body perceptions that affect young adolescents. This creates a relationship between the subject and the object. The connection between both constructs identity. In addition, the economic, social, and cultural components tie with it. So essentially people define themselves through the products they value the most. The purpose of this advertising is to promote products in which people are unconsciously affected by their emotions. Generally this can impact a person’s psychological way of thinking. This can result in a loss of self-esteem which can show from their personality trait. These advertising businesses are very controlling. In other words, even the littlest products they commodify play a significant role in an individual’s needs. The advertisement subtly promotes female stereotypical image based on objectification, and a growing demand in consumption, accompanied by the publicized merchandise to sell and influence viewers.
Young people need more attention or acceptance from others comparing with people at other stages, as youths are experiencing a process of being adults. The formation of identity can be exemplified through fashion. Young people tend to establish their identities through the way they dress. As Hall,S (1997) stated, visible objects, like clothes may have a simple physical function, that is to cover the body and protect it from weather, however clothes also have a function which can double up as signs, which construct a meaning and carry a message. Fashion can also be a language that makes clothing possible become a self-communicative device at our disposal, plays a...
As once can see for decades fashion has been used as a “social weapon.” Yes the fashion industry is in part accountable for eating disorders and bullying. Ultimately, we shouldn't allow fashion to play a major role in our society. Not when it impacts in a negative way what others think of each other, and encourages an unrealistic body of what a man or woman should look like. Or simply excludes
Today's young people are generally unresponsive to traditional brand marketing messages. Teens spent $12 billion dollars last year according to a recent study of Teen Marketing Trends. Teens not only use their money on small purchases such as music, clothes and food but also have the power to influence high-end purchases of their parents. Every year younger teens are being marketed because that they are the future teenagers and brand loyalty is an important thing to many companies. If you can get an older child hooked on a product, they’ll generally love it for life. These younger age demographics are being marketed to because more and more kids have increasing spending power and authority over what is purchased in their household.
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
Adolescent is essential in understanding gender development. With a society that classifies everything in feminine or masculine. Children are identifying by colors and toys. Girl’s wear pink, play with dolls and have pretend kitchen while, boys wear blue, play with action figures and have pretend guns. These differences are still instilled in young children what is socially acceptable. Some stores have tried to combat the gender stereotype by eliminating toys aisle and instead use a genderless aisle. The removal of gender label removes gender stereotypes. However, gender differences are also evidences in marketing advertised. Stores like Walmart and Toys R US recently, tried to tone down their gender specific children’s marketing. Toys can be representative as way children should be gender identities. For example, females should play with dolls. However, playing with dolls does not naturally portray person as feminine or it proves a girl as female. By
SHANKAR, A., ELLIOTT, R. and FITCHETT, J.A., 2009. Identity, consumption and narratives of socialization. Marketing Theory, 9(1), pp. 75-94.
1. Journal Article - Reference - Diamond, N., Sherry Jr, J. F., Muñiz Jr, A. M., McGrath, M. A., Kozinets, R. V., & Borghini, S. (2009). American Girl and the brand gestalt: Closing the loop on sociocultural branding research. Journal of Marketing, 73(3), 118-134.
...t they have a freedom of choice and will buy clothes and items that appeal to their own eyes and clothes that look good on them. Many teens have personal styles and their choice of clothes is based on that style and not what an advertisement is telling them to look like.
Marketing is a very influential factor. Generation Y is the most targeted group of people today. The fashion trends of the day are pushed onto kids through the media. Through television, magazines, movies, and teen idols, today's youth are told what to wear to be "cool".
Would you choose a friend based solely on their name? Of course not, the idea seems absurd. Is it possible, however, that we might use such a ridiculous method when selecting the type of clothing we wear? In my opinion, many of us do. Throughout my research, I will be testing the hypothesis that college students buy more brand name clothes than generic name clothes. In colleges especially, there seems to be an emphasis on appearances, so many students have a tendency to steer clear of clothing with generic names. Do they believe that generic name clothes are of less quality? This is another question I am hoping to answer through my research. In addition, I would like to determine the accuracy of my assumption that females are more inclined than males to buy brand name clothing. Nevertheless, I am a male yet I still tend to buy more brand name clothes.
Many of the choices teenagers make are influenced by peer pressure. Sure, I had an obsession with many trends growing up, but later on in life I heard a quote that really aimed at my thoughts, the quote was "The shoe doesn't make the man, the man makes the shoe. " After hearing the quote, I thought about what I did in my life to fit in, and realized that what a person wears, buys, or listens to, doesn't create who a person is. Peer pressure throws out the thought of being who you want to be; peer pressure is more reminiscent of "be like everybody else.