Effects of television advertisements on adolescents: a review of literature

Ashwini Ramesh (2016) Effects of television advertisements on adolescents: a review of literature. Journal of Media and Social Development, 6 (2). pp. 51-60. ISSN 2320-8244

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Abstract

Advertising is the key for shaping people’s opinions and interests in the current age of advanced communication technologies. An adolescent age is debated to be the most influential period of human life. Typically thought of as a powerful persuasive external tool, TV advertising has grown to see adolescents as an easy target market. The current review of literature attempts to explore earlier studies conducted on the ‘effects of television advertising on adolescents’, especially the outcomes that are related to psychological and behavioral changes. Engrossing the target audience, advertisers have adopted innovative methods like cartoons, striking jingles, graphics, celebrity endorsements, appeals and taglines to the highest order possible. The themes of adolescent-centric advertisements mainly consist of fast food, beverages, alcohol, smoke, luxury products in toys, dresses, cosmetics, cameras, bicycles, cars etc. Such conditioning by advertisers have lasting psychological and behavioral effects on adolescent viewers. Some of them include aggression, materialism, parent-child conflict, body dissatisfaction, obesity, smoke, alcohol addiction, depression and imitation of characters shown in advertisements. In such a scenario, socio-psychological theory – Uses and Gratifications theory assumes that audience members are active media consumers. Applying to advertising, UGT helps to conceptualise the gratifying elements present in advertisements. A brief chronicle of the notable works done on the effects of TV advertising on adolescents, internationally and nationally is presented in the review of literature.

Item Type: Article
Uncontrolled Keywords: TV Advertisements, Adolescents, Advertising Effets
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: Dr Raju C
Date Deposited: 19 Jul 2021 11:00
Last Modified: 10 Feb 2023 05:20
URI: http://eprints.uni-mysore.ac.in/id/eprint/16878

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