Impact of Media Advertising on Teenagers - Coursework Example

Name of Writer] [Name of Professor] [Course Title] [Date] Impact of Media Advertising on Teenagers Abstract Nowadays there is lot of sex in media and teenagers expand lot of their time in front of TV and magazines, there are few people who knows that how teenagers react to such sexual imagery. It is renowned that the media influence teenagers manner and behaviors on issues such as violence, eating disorders, tobacco and alcohol use. Alcohol abuse is the leading health and safety problem among teenagers, making its health and social consequences especially severe. Given this backdrop, there are compelling reasons to be concerned when alcohol producers target teenagers with special advertising and promotions. It is important to examine the marketing and advertising practices of different brands like, alcohol clothing, fitness and perfumes, as they relate to communities and their potential impact on society. Introduction In the United States the officials of Department of Justice report that adult oriented movies market by movie studios for the teenagers was one of the hot topics in presidential campaign in the year 2000. If their officials examined the exploit of sexually unambiguous ads, the same may have been factual for the advertising industry. Gradually more, sexual pleased in the form of insinuation, nakedness, and sexual situations and performance is being used to advertise products to teenagers and young adults. The legal drugs, alcohol and tobacco, cost the United States more in lost lives and economic losses than all illicit drugs combined (Rice et al., 54). Advertising of these products is everywhere -- on radio and TV; in newspapers and magazines; on toys, matchbooks, and tee shirts; in grocery and convenience stores; on race cars, scoreboards, and billboards -- with few counter-messages to promote healthy lifestyles and behaviors. Beverage alcohol advertising continues to be a highly controversial issue. Communities around the country are taking the initiative to examine the potential negative effects advertising has on teenagers people. Among ethnic communities who find themselves the target of alcohol advertising, this remains a major concern. For African-American communities, there seem to be few rules about decency, fair commercial advertising practices, and ethical behavior when it comes to the promotion of certain brands of beverage alcohol. Although the alcohol industry proclaims it has self-regulation of its advertising practices, such practices are largely ignored when it comes to marketing in African-American communities (Office of the Assistant Secretary for Health 1991, 167). Clothing Advertisement Teenagers want to trust that wearing colognes and firm styles of clothing will facilitate them in achieving perceptive by being admired with the opposite sex. In a research when a question asked to a girl who was an 18-year-old regarding the clothing attraction by advertisements, she replied by giving example of Victoria's Secret commercials impact on her: "[It] makes myself to go out and buy the product; if these women look good after wearing it, so why not I." Consumer criticism can also outcome in sexual appeals being dragged. One need only imagine of the Calvin Klein jeans advertise, attributing teenage models in sexual condition that were willingly pulled after an extreme public reaction. Alcohol Advertisement There are moral and ethical issues involved in heavily advertising and promoting alcohol products to a segment of the population that is already suffering from a number of health, economic, and social ills. Alcohol-related diseases such as liver cirrhosis and esophageal cancer are significantly higher among African-American males than among white males, although prevalence data indicate that fewer African-Americans drink than do whites. In addition, black males experience the highest rates of hypertension (Health Resources and Services Administration 1991, 15), a condition which can be aggravated by alcohol consumption (National Institute on Drug Abuse 1991, 20). Researchers, assert that advertisements may stimulate alcohol consumption of both adults and teens to a small but significant degree (Atkin and Block, 83). Researchers found that exposure to alcohol advertisements is associated with positive attitudes toward drinking and excessive consumption (Atkin, Hocking and Block, 158). While the conclusions on alcohol advertising and increased consumption are conflicting, this and similar studies point out the controversy on this issue and the need for more sophisticated research techniques to attempt to capture the true relationship of alcohol advertising and increased consumption. Further, it is necessary for researchers to collect and analyze data specific to African-Americans. The existing data need to be disaggregated to reflect the practices of African-Americans in inner cities. We need to examine the sales of brands of alcohol following a big industry public relations event in a local community. There are a number of ways in which researchers can structure a study to measure advertising and promotion and the relationship to the sale of alcohol in African-American communities (Clayton 117).. The legal drugs, alcohol and tobacco, cost the United States more in lost lives and economic losses than all illicit drugs combined (Rice et al., 57). Advertising of these products is everywhere -- on radio and TV; in newspapers and magazines; on toys, matchbooks, and tee shirts; in grocery and convenience stores; on race cars, scoreboards, and billboards -- with few counter-messages to promote healthy lifestyles and behaviors. Beverage alcohol advertising continues to be a highly controversial issue. Communities around the country are taking the initiative to examine the potential negative effects advertising has on teenagers. Among ethnic communities who find themselves the target of alcohol advertising, this remains a major concern. For African-American communities, there seem to be few rules about decency, fair commercial advertising practices, and ethical behavior when it comes to the promotion of certain brands of beverage alcohol (Altman 98). Although the alcohol industry proclaims it has self-regulation of its advertising practices, such practices are largely ignored when it comes to marketing in African-American communities. Case Study A recent St. Ides malt liquor promotion is an excellent case study which exemplifies the worst of alcohol advertising practices. For example, Get your girl in the mood quicker, and get your jimmy thicker with St. Ides malt liquor. Tell your man to get you a six pack and don't be afraid of what it does to you … because it will get you in the mood … The above quotes are lyrics from St. Ides malt liquor commercials. The first commercial was aired in June 1991, on a nationally syndicated television show "Pump It Up!" which is a late night program of rap and black contemporary music. The intended audience is clearly African-American adolescents (not young adults over 21 years of age). The performers on the show are those rappers and rock stars that appeal to adolescents, and the host of the show, Dee Barnes, looks like a teenager herself although it is reported that she is 22 years old. The second set of lyrics is from a St. Ides radio spot featuring Yo Yo, a teenager African-American female rapper. This spot links alcohol with sex, which is consistent with the alcohol industry's interest in increasing market share by appealing to youthful interests. However, there is no warning to teenager women of the risks of sexual assault and date rape associated with drinking. There is also no mention of the increased risks of sexually-transmitted diseases. These ads are in direct violation of the Bureau of Alcohol, Tobacco, and Firearms (BATF) regulations that prohibit linking alcohol products with sex. St. Ides also uses the celebrity status of a rapper, Ice Cube. Ice Cube appeals to an inner-city African-American teenage audience. In one commercial, Ice Cube deters a young African-American male from drinking from a 40 ounce bottle of Olde English 800 -- not because it is illegal for him to drink, but because St. Ides malt liquor "makes a black move" and "is the best choice for a brew." Here again, St. Ides violates BATF regulations that prohibit comparative advertising that speaks negatively about a competitor's product, and it violates responsible advertising in showing a youth who could pass for under 21 years old drinking from a 40 ounce container. St. Ides glamorizes the toughness of Ice Cube and his street smarts and at the same time promotes violence. A point of purchase sign featuring Ice Cube shows him making a hand sign often used by street gangs (Advocacy Institute 1991b, 11). In yet another St. Ides commercial, the line is "It'll blow you away." This is a little play on words, as St. Ides is promoting the potency of its brew and seemingly comparing it to an often negative experience of black youth -- that of being literally blown away (or killed) as a result of the violence that is so prevalent on inner-city streets. "These ads appropriate the outlaw image of Ice Cube and Yo Yo to increase brand recognition for St. Ides…" (Advocacy Institute 1991b, 12). Clearly, promotions like St. Ides strategically target a vulnerable segment of the African-American community -- poor, inner-city residents. They use an inner-city, tough neighborhood setting; they use street slang or ghetto vernacular, and play to a powerless, disenfranchised, at-risk population of African-Americans, mostly male, whose pleasures in life (according to St. Ides) are limited to drinking malt liquor and sexual prowess. The St. Ides advertising campaign provoked outrage and reinforced alienation among African-American and Korean community members. In many ways, the St. Ides advertising and marketing has racist undertones. The ads perpetuate negative stereotypes of African-Americans and use these stereotypes to convince African-American youth to drink. The celebrities selected to promote these alcoholic products are not indicative of the kind of role models African-American communities would choose to represent them. Conclusion In all justice, sexy advertises aren't customary for all brands and services. The practice usually is used to market majority brands associated with social interface and pleasant appearance, such as clothing, fitness and beauty aids, colognes, and alcohol. Recently, conversely sexual subjects have been used to sell tea, laptops, wristwatches, lighters of cigarette, and even candies. Unfortunately, the promotion and advertising of beverage alcohol in African-American communities and the financial support to the African-American cultural events by the industry is out of control. The African-American community must take the leadership in changing the present state of affairs. While the community is dependent on advertising dollars from the industry, it is necessary for African-Americans to search for alternative advertising dollars. It is possible to reduce the number of alcohol ads in newspapers and magazines if the community bands together to identify new advertising dollars. Essence magazine seems to have made a commitment to increase ads for other products and decrease its "booze and butts" ads. In the December 1991 issue of the magazine which targets African-American career women, there were 134 pages with 71 pages of advertising. There were seven alcohol ads and two cigarette ads. The first cigarette ad appeared on page 34 and the first liquor ad appears on page 93. This would be an average of a "booze and butts" ad every 22 pages which is a better average than Ebony. The Essence indication of a decrease in "booze and butts" ads is a good sign and other African-American-oriented publications should implement this strategy. Essence has ads for health and beauty products, automobiles, cereals, cameras, feminine hygiene products, toothpaste, and department stores such as Macy's and K-Mart. This strategy allows for a gradual change in advertisers. A complementary strategy is for African-American leaders to lobby manufacturers of other products that African-Americans buy to underwrite and support black cultural events in ways comparable to those of the "booze and butts" merchants. In summary, recent statistics of alcohol-related health problems indicate the vulnerability of the African-American community to abusive alcohol consumption. Despite some very blatant attempts on the part of the alcoholic beverage industry to exploit this vulnerability, there are positive signs that the growing African-American middle class is becoming increasingly vigilant. As these attempts at exploitation are exposed, there are signs that community leadership is emerging, with an insistence on moderate, middle-class standards for promotion and consumption of alcoholic beverages. If you read thoroughly magazines read by teenagers, you will observe that sex is in practiced for a wide variety of products. Works Cited Advocacy Institute and Marin Institute 1991b Alcnet Action Alert. p. 11-13. Altman, D. G., Slater, M. D., Albright, C. L., & Maccoby N. (1987). How an unhealthy product is sold: Cigarette advertising in magazines, 1960-1985. Journal of Communication, 37, 95-106. Atkin, C. and M. Block 1981, Content and effects of alcohol advertising. NTIS Publ No. 82-123.. Atkin, C., Hocking and M. Block 1984, Teenage drinking: Does advertising make a difference? Journal of Communication 34:157-167. Clayton, S. (1991). Gender differences in psychosocial determinants of adolescent smoking. Journal of School Health, 61, 115-120. Rice, D., S. Kelman, L. Miller and S. Dunmeyer, (1990). The Economic Costs of Alcohol and Drug Abuse and Mental Illness: 1985. DHHS Publication, 52-57 Health Resources and Services Administration 1991, Health Status of Minorities and Low-Income Groups: Third Edition. DHHS (PHS) Rockville, Maryland.14-16 Office of the Assistant Secretary for Health 1991, Healthy People 2000: National Health Promotion and Disease Prevention Objectives. DHHS Publication No. (PHS) 9150212. Washington, D.C., p. 167 National Institute on Drug Abuse 1991, National Household Survey on Drug Abuse: Population Estimates 1991 DHHS Publication, p.20 Read More

Alcohol Advertisement There are moral and ethical issues involved in heavily advertising and promoting alcohol products to a segment of the population that is already suffering from a number of health, economic, and social ills. Alcohol-related diseases such as liver cirrhosis and esophageal cancer are significantly higher among African-American males than among white males, although prevalence data indicate that fewer African-Americans drink than do whites. In addition, black males experience the highest rates of hypertension (Health Resources and Services Administration 1991, 15), a condition which can be aggravated by alcohol consumption (National Institute on Drug Abuse 1991, 20).

Researchers, assert that advertisements may stimulate alcohol consumption of both adults and teens to a small but significant degree (Atkin and Block, 83). Researchers found that exposure to alcohol advertisements is associated with positive attitudes toward drinking and excessive consumption (Atkin, Hocking and Block, 158). While the conclusions on alcohol advertising and increased consumption are conflicting, this and similar studies point out the controversy on this issue and the need for more sophisticated research techniques to attempt to capture the true relationship of alcohol advertising and increased consumption.

Further, it is necessary for researchers to collect and analyze data specific to African-Americans. The existing data need to be disaggregated to reflect the practices of African-Americans in inner cities. We need to examine the sales of brands of alcohol following a big industry public relations event in a local community. There are a number of ways in which researchers can structure a study to measure advertising and promotion and the relationship to the sale of alcohol in African-American communities (Clayton 117).. The legal drugs, alcohol and tobacco, cost the United States more in lost lives and economic losses than all illicit drugs combined (Rice et al., 57). Advertising of these products is everywhere -- on radio and TV; in newspapers and magazines; on toys, matchbooks, and tee shirts; in grocery and convenience stores; on race cars, scoreboards, and billboards -- with few counter-messages to promote healthy lifestyles and behaviors.

Beverage alcohol advertising continues to be a highly controversial issue. Communities around the country are taking the initiative to examine the potential negative effects advertising has on teenagers. Among ethnic communities who find themselves the target of alcohol advertising, this remains a major concern. For African-American communities, there seem to be few rules about decency, fair commercial advertising practices, and ethical behavior when it comes to the promotion of certain brands of beverage alcohol (Altman 98).

Although the alcohol industry proclaims it has self-regulation of its advertising practices, such practices are largely ignored when it comes to marketing in African-American communities. Case Study A recent St. Ides malt liquor promotion is an excellent case study which exemplifies the worst of alcohol advertising practices. For example, Get your girl in the mood quicker, and get your jimmy thicker with St. Ides malt liquor. Tell your man to get you a six pack and don't be afraid of what it does to you … because it will get you in the mood … The above quotes are lyrics from St.

Ides malt liquor commercials. The first commercial was aired in June 1991, on a nationally syndicated television show "Pump It Up!" which is a late night program of rap and black contemporary music. The intended audience is clearly African-American adolescents (not young adults over 21 years of age). The performers on the show are those rappers and rock stars that appeal to adolescents, and the host of the show, Dee Barnes, looks like a teenager herself although it is reported that she is 22 years old.

The second set of lyrics is from a St. Ides radio spot featuring Yo Yo, a teenager African-American female rapper.

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