Effect of Advertising on Youth

Television has the potential to generate both positive and negative effect on youth. Due to the powerful impact as mostly the advertisements is done with celebrities this is the main reason youth easily believe. Today’s youth are more sensitive and far more sophisticated than were 20 years ago. Youth is treated as the special audience. The effect of advertising on youth can be seen through their changes in their personality, food habits, and attitudes. In 21st century the youth is getting much more conscious regarding their style, fashion and looks. Advertisements play a vital role in persuading them and encouraging them to buy more fashion oriented products. Throughout history, the media has used stereotypes to convey a false perception to society of a certain group, race or religion. By displaying such negative and confining images in advertisements, adverts are limiting the self-concept of young impressionable adults. By growing up around such images, young adults are taught that the ideas are presented are the “set” way of life, and are swayed to believe that these false perceptions are reality. Teens are given impractible, unattainable goal to love up to which is presented to them. For e.g. Actors wearing Lacoste clothing in advertisements, teenagers act in different ways and try to copy the actor or actresses. This research tries to understand the perception of youth, their changing habits and their frame of mind in regard to the advertisements.