Who Is Targeting America's Youth?

Ever wondered why American youth behave as they do? Could there be a link between their behavior and the advertising industry? According to the article “The Influence of Advertising,” some marketing professionals psychologically manipulate children to increase product appeal and bolster sales (http://www.squidoo.com). In the intensely competitive capitalistic society of America, advertising is a multi-billion dollar (http://www.apa.org) industry and an essential element of business and consumerism. Through various media outlets—television, magazines, the Internet, radio, movies, textbooks, and smartphones—youths are bombarded with slick and powerful appeals (http://www.wakingtimes.com). Children’s natural trust, gullibility, curiosity, absence of objectivity, and lack of critical thinking skills, renders them dangerously vulnerable to marketing manipulations and exploitations. Resultantly, advertising negatively sways American youths encouraging choices detrimental to their nutritional, behavioral, and moral well being. Yes, American youths are not only the targets of many advertising schemes, but also the unwitting casualties in the battles for product sales, and lifelong patronage.

Consider firstly the fast food industry and the negative impact of advertising on the nutritional choices of America’s young people. Obesity and relative inactivity among youths are serious and growing concerns according to the American Psychological Association (http://www.apa.org). They directly attribute these developments to children’s excessive exposure to fast food advertising by stating,

The childhood obesity epidemic is a serious public health problem that increases morbidity, mortality, and has substantial long term economic and social costs. The rates of obesity in America’s children and youth have almost tripled in the last quarter century. Approximately 20% of our youth are now overweight with obesity rates in preschool age children increasing at alarming speed.... Research has found strong associations between increases in advertising for non-nutritious foods and rates of childhood obesity (http://www.apa.org).

Accordingly an article entitled, “The Influence of Advertising” reported, “Some experts indicate that the average American child views over 40,000 television commercials each year” (http://www.squidoo.com). Because America’s young people, “ages 8 to 18,” are being bombarded by fast food commercials from many media outlets and spend more than 44 hours a week engaging the media, obesity has become a national concern (http://www.squidoo.com). 

Figure 1
Source: Covington, W.

Secondly, advertising that glamorizes alcohol has detrimentally influenced lifestyle choices among American youths. The pervasive nature of advertising literally inundates young people with unhealthy ads promoting the use of beer, distilled spirits, and wines (http://pediatrics.aappublications.org). Such exposure likely stimulates and drives early teenagers’ infatuation with alcohol. According to John’s Hopkins Bloomberg School of Health, about 4,700 young people die annually from “excessive alcohol consumption” (http://www.camy.org).  In an article entitled, “Exposure of African American Youth to Alcohol Advertising,” the same university reported, “Alcohol is the most widely used drug among African-American youth and contributes to many health and social problems, including violence, motor vehicle crashes, and the spread of sexually transmitted diseases” (http://www.camy.org). Another critical point they highlighted was the link between African-American youth drinking and advertisements that target them. They write,

At least 14 longitudinal studies have found a significant association between youth exposure to alcohol marketing and underage drinking, even after controlling for other factors that could potentially influence this relationship (e.g., socioeconomic status and parenting style). Specifically, these studies have found that youth exposure to alcohol marketing can increase the likelihood that young people will start drinking at younger ages, and, if they already consume alcohol, that they will drink more, increasing the risk of alcohol-attributable harms (http://www.camy.org).

Research demonstrates that African-Americans are targeted, subjected to, and overexposed to alcohol advertisements considerably more than other ethnic groups. In fact, the Center on Alcohol Marketing and Youth observed that there is excessive exposure to alcohol through various media outlets within these same communities through radio, billboards, and in magazines (http://www.camy.org). Non-discerning young people take what they see in the media as portrayals of reality. Consequently, they are violently misled by the marketing exploits of the alcohol industry.

Figure 2
Source: Zastrow, C.

Thirdly, advertising unfavorably effects morality, social values, and the culture of American youth. The power of the media and advertising cannot be over stated. Commercials address every facet of life promoting products and creating a perception of value for the potential child customer.  Appealing to the natural desire for significance, they present their toys, games, cars, clothing brands, athletic footwear, accessories, sexy bodies, and soft drinks promising they will make the consumer most special. Appealing to the basic desire to belong and feel love, they parade a seductive concoction of cosmetics, perfumes, jewelry, colognes, spirits, beers, fashion products, and sex (http://www.studymode.com) before their audience virtually guaranteeing universal acceptance if one buys their product. This is done in the hope of lifelong patronage. Their marketing strategies include frequent appeals, product popularity, celebrity endorsement, sensuality, narcissistic indulgence, product placement, and peer pressure. Such ploys are launched anticipating an industry return of nearly one trillion dollars in sales (http://www.aef.com). They appeal directly to children and indirectly through children to parents. Everything from toys, food, magazines, and video games to recreational sex (http://wiki.answers.com) are pandered to non-suspecting youths. Many advertisements invent value for the customer through subtle exaggerations or entire fabrications. Consequently, these morale and social values are projected into the culture shaping and fashioning young consciences. Often this transpires daily; preoccupied parents are disengaged while the advertising industry weaves the fabric of their children’s morals. The saddest truth in all of this is the ‘reality’ marketed to young people is an empty lie and will prove to be disillusioning and frustrating throughout their lives.

Figure 3
Source: Zastrow, C.

Though the intention of the American advertising industry is to sell products in a completely saturated and competitive market, American youth are the unwitting casualties. As the industry strategizes to secure lifelong patrons, youths are daily blasted with advertisements influencing them to choose against their nutritional health. The unintended consequence is escalating childhood obesity. Alluring ads and commercials aimed at teens glamorize the use of alcohol and launch young people into lifestyles plagued with social problems, irresponsibility, and violence. The impact of advertising on the moral values and cultural attitudes of young people is not to be down-played. A culture of materialism, greed, selfishness, consumerism, and sex saturation has been spawned and the forecast for the future is woeful if the trend continues unchallenged. Parents must take charge of their young people’s interaction with much of the advertising industry. One key to restoring perspective, wholesome values, critical thinking, and equilibrium to the lives of young people is their parents shielding them from the barrage of advertisements in many media outlets.

References

Advertising to children (2005). Retrieved March 12, 2013 from the Advertising Educational Foundation website: http://www.aef.com/on_campus/classroom/speaker_pres/data/3005

Committee on Communications (2006, December). Children, adolescence, and advertising. Pediatrics: Official Journal of the American Academy of Pediatrics 118(6), 2563 -2569. doi:10.1542/peds.2006-2698  

Covington, W. (2012, November). [Magazine cover] Stone cold marketing to young African Americans. The Sacramento Observer/ The SacOberserver.com. Retrieved March 15, 2013 from: http://sacobserver.com/2012/11/stone-cold-marketing-selling-alcohol-to-young-african-americans/ (Figure 1)

Dayanahmz (2012, March). Morality and ethicality of using sexual advertising: “effects on teens segment”. Retrieved March 14, 2013 from StudyMode website: http://www.studymode.com/ essays/Morality-And-Ethicality-Of-Using-Sexual-945276.html      

Dittmann, M. (2004, June). Protecting children from advertising. Monitor on Psychology, 35(6). (Print version: p. 58). Retrieved March 14, 2013 from the American Psychological Association website: http://www.apa.org/monitor/jun04/protecting.aspx

Gottesdiener, L. (2013, March). 7 highly disturbing trends in junk food advertising to children. AlterNet.   Retrieved March 15, 2013 from http://www.wakingtimes.com/2013/03/15/7

Impact of food advertising on childhood obesity. Retrieved March 13, 2013 from the American Association of Psychology website: http://www.apa.org/topics/kids-media/food.aspx?item=2

Musemeche , C. (2012, July). Ban on advertising to children linked to lower obesity rates. The New York Times. Retrieved March 16, 2013 from: http://parenting.blogs.nytimes.com /2012/07/13/ban-on-advertising-to-children-linked-to-lower-obesity-rates/

The Center on Alcohol Marketing and Youth (2010). Exposure of African-American youth to alcohol advertising, 2008 and 2009. Retrieved March 13, 2013 from: John’s Hopkins University website: http://www.camy.org/research/ Exposure_of_African_American_Youth_to_Alc_Advertising_08_09/

The Center on Alcohol Marketing and Youth (2010). Youth exposure to alcohol advertising on television, 2001-2009. (Special report). Retrieved March 13, 2013 from The John Hopkins Bloomberg School of Public Health website: http://www.camy.org/research/  Youth_Exposure_to_Alcohol_Ads_on_TV_Growing_Faster_Than_Adults/index.html

The influence of advertising. (2012, April). Retrieved March 13, 2013 from: http://www.squidoo.com

What is the impact of television advertisement on youth?  Retrieved March 12, 2013 from: Answers.com: http://wiki.answers.com/Q/What_is_the_impact_of_television_ advertisement_on_youth  

Zastrow, C. (2009, July). Paris Hilton: Cosmogirl [magazine cover] A long-pent-up rant against youth marketing. Retrieved March 16, 2013 from http://www.learningfirst.org/long-pent-rant-against-youth-marketing (Figure 2)

Zastrow, C. (2009, July). Paris Hilton: Seventeen [magazine cover] A long-pent-up rant against youth marketing. Retrieved March 16, 2013 from http://www.learningfirst.org/long-pent-rant-against-youth-marketing (Figure 3)