Advertising and Its Impact on Teen Consumerism

Advertising has long been a powerful force in shaping consumer behavior, with its impact on teenagers being particularly significant. This essay analyzes the influence of advertising on teen consumerism, examining how it shapes purchasing habits, affects self-image, and promotes materialism.

Advertising strategically targets teenagers, recognizing them as a key consumer demographic. Companies use various platforms, especially social media, to reach young audiences. These advertisements often showcase idealized lifestyles and images, which can influence teens' purchasing decisions. According to a report by the American Psychological Association, teenagers are highly susceptible to advertising, with brand preferences being formed in early adolescence and solidified by teen years (American Psychological Association, 2017). This highlights the potent influence of advertising in shaping teen consumer behavior.

Beyond influencing purchasing decisions, advertising impacts teenagers' self-image and values. Advertisements often portray unrealistic standards of beauty and success. It can affect teens' self-esteem and body image. The pressure to conform to these standards can lead to excessive spending on products that promise to help achieve these idealized images. A study by the National Association for Media Literacy Education discussed how advertising promotes materialistic values among teenagers. It links self-worth and success to product ownership (National Association for Media Literacy Education, 2019).

Moreover, advertising promotes a culture of materialism among teenagers. It often equates happiness and social status with product ownership, creating a consumerist mindset. This can lead to impulsive and excessive spending. Since teenagers strive to keep up with trends and peer expectations. A survey by the Consumer Financial Protection Bureau found that teenagers influenced by advertising are more likely to make impulsive purchases without considering long-term financial consequences (Consumer Financial Protection Bureau, 2018).

In conclusion, advertising exerts a significant influence on teen consumerism. It shapes purchasing habits, affects self-esteem and body image, and promotes materialistic values. There is a need for educational initiatives that teach media literacy, helping teenagers understand and critically evaluate advertising messages.

References

• American Psychological Association. (2017). Report on the Sexualization of Girls. https://www.apa.org/pi/women/programs/girls/report
• National Association for Media Literacy Education. (2019). The Impact of Advertising on Teenagers. https://namle.net/publications/media-literacy-definitions/
• Consumer Financial Protection Bureau. (2022). CFPB Report Finds Household Financial Health is Declining after Several Years of Increased Savings. https://www.consumerfinance.gov/about-us/newsroom/cfpb-report-finds-household-financial-health-is-declining-after-several-years-of-increased-savings/