Impact of Advertising on Adolescents’ Mentality

Abstract

This research is dedicated to the controversial topic of advertising to children. The researcher has analyzed two points of view with regard to the responsibility for the effects of advertisement on adolescent mentality. The research is focused both on measures that should be taken by parents within the family and by government at the state level in order to decrease the negative impacts of advertising. The researcher also offers efficient methods to solve the problem of negative effects of advertisement on children.

Introduction

Advertising is an indispensable part of the modern informational space. A great amount of advertising on TV and on the internet has a significant impact on adolescents’ mentality, as children lack the experience and knowledge that would help them to differentiate real facts and marketing tools. Commercials influence adolescents’ worldview in a negative way and enhance the attractiveness of a consumer lifestyle.
There are two main controversial points of view on the responsibility of advertising. The first statement claims parents to be responsible for protecting their children from the negative impact of advertising. The second statement considers this issue to be a problem that should be solved at the state level. This research is aimed at analyzing existing viewpoints with regard to influence of advertising on adolescents’ mentality. The research will also offer a range of methods that will be helpful for channeling and restricting the negative effects of advertisements on children.

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Literature Review

The effects of television advertising on children

Television became an indispensable part of the informational space much earlier than the internet. Consequently, researchers have investigated this aspect of advertising in a more complex and extensive way. The work The Effects of Television Advertising on Children: Review and Recommendations written by Richard Adler is a summary of the present findings on this issue. The author reviews a wide range of existing research related to the influence of television advertising on children’s mentality and development.

Research Design

Problem Statement

The effects of advertising on adolescents’ mentality and the methods of their channeling

Research Objectives

  1. Analyze existing social attitudes towards advertising with regard to its effects on children’s mentality.
  2. Suggest possible ways to reduce the impact of advertisement on adolescents.

Sample Size

50 families: 70 children; 90 parents.

Data Collection

The research is based on interviews with respondents and related studies.

Researcher’s Findings

The collected data allows to conclude that advertising has a lasting impact on adolescents’ mentality. The majority of parents are concerned with this problem and are ready to take measures to decrease the negative effects of advertisement on their children’s development and increase the positive effects.
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Researcher’s Recommendations

Parents should be more aware of the content of information that their children can get from the advertising. Trust within families can be achieved through mutual communication regarding not only media but other spheres of the adolescent’s life.
Governmental measures should also be taken. Special committees might control the advertising agencies and media houses in order to encourage the broadcasting of high-quality content and decrease the number of advertisements that can be harmful for adolescents’ mentality.
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References

1. Adler, R. (1980). The effects of television advertising on children: Review and recommendations. Lexington, MA: D.C. Heath.
2. Hovland, R., Wolburg, J. M., & Haley, E. (2007). Readings in advertising, society, and consumer culture. Armonk, NY: M.E. Sharpe.
3. Jacobson, L. (2008). Children and consumer culture in American society: A historical handbook and guide. Westport, CT: Praeger.

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