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The impact of american TV series 'Gossip Girl' on young adult females (consumerism, product placement, luxury lifestyle)
Journalism & Communication
Pages 30 (7530 words)
The Television sector is not far behind in this race and they also strive to increase their viewership. Even though most buyers are aware of the fact that advertisements only show what brands want viewers to buy…
The effort to induce positive perception in the consumers is so overwhelming that it has a tendency of affecting decisions of even the most knowledgeable buyers (Romeo, 2009, pp. 18-25). Television is a powerful medium that reaches billions of viewers on a daily basis (Turow, 2005, pp. 105-113). Trends introduced through this medium affect millions of young viewers on daily basis (Spalding, 2010). The same ambition is apparent inour targeted TV series Gossip Girl. The TV series is based on a best-selling series of novels written by Cecily von Ziegesar about rich families living on Upper Eastside in New York City. Although researches of Turow (2005, pp. 105-113) and Saplding (2010) illustrate how TV, especially sitcoms, affect behavior and preferences of consumers; Keum et al. (2004, pp. 372-391) present a different opinion by saying that media creates social consciousness and status consciousness which leads to spurring an awareness of the social responsibilities associated with consuming and a pursuit of status-oriented lifestyles. This approach asserts that Gossip Girl also helped young women in becoming aware of latest fashion trends and also making informed decisions because of knowledge regarding substitutes of different products (Keum et al., 2004, pp. 372-391).
Gossip Girl demonstrates lives of girls having strong liking for high-street brands which does not provide a reflection of a regular young girl. This research is intended to examine how young female adults are affected by TV shows like Gossip Girls and how the spending patterns and overall lifestyle of youth is affected by it globally (McRobbie, 2008, pp. 536-542). ...
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