young people and brands

Young People and Brands

Ângela Tavares Nº6 | Divo Fernandes Nº10 | Inês Ferreira Nº11

We live in a consumer culture and advertisers want to make money.Adverts aren’t always aimed at the same audience. They are targeted at a specific demographic.

The teen market, defined as people ages 12 to 17, is a demographic that is very attractive to advertisers.

Advertisers use specific methods to target teen consumers, who not only are easily influenced, but who spread awareness to their friends through social media networks.

WHY DO MARKETERS LOVE TEENS?

It’s easy to prey on teenagers, because they:• have many insecurities, • are prone to peer pressure; • have a desire to ‘fit in’ or ‘be cool’ and respond well to humour.• are considered the largest consumer demographic, or grouping of

people that buy things; • are thought to have disposable income, or money that can be spent

on luxury items or things you don’t really need; • greatly influence their peers and parents; • establish brand loyalty, or dedication to a certain brand.

Examples of advertisements for youth:

WHY IS ADVERTISING SO EFFECTIVE?

Advertising works best when it creates insecurity about something, such as appearance. A successful ad convinces the viewer that they have a problem that needs fixing, and then proposes to offer the solution, which just happens to be the product they are selling.

The quality aspect of the product doesn’t get altered when advertisers use celebrities.

Then what difference does it make?

By hiring celebrities for advertisements, the advertisers actually target the psyche of the consumers.

People share a great rapport and affinity with their favorite stars and when they see the celebrity using a certain product, they begin to believe it is good for them too.

Celebrities bring with them a certain kind of sophistication and charm to the product and the public gets mesmerized by them.

Besides, celebrities are associated with brand recall and differentiation.

HOW DO THEY REACH TEENAGERS?

Everywhere. Advertising is in magazines/newspapers, movies, TV shows, on the radio and internet.

Licensed products, in the form of clothing, technologies and accessories, abound. Schools make deals with several companies helping to sell the products.

Marketing comes at kids from all directions.