It has been observed by a study that children’s eating behaviors are much changed than adults because of advertisements. The increased exposure of alcohol, tobacco and unhealthy food on television, magazines, internet and other advertising mediums are affecting children’s dietary habits. It has been observed that advertisers have made it a policy to target younger generation for increased sales and profits. On average children watch tens of thousands of television advertisements annually. This total involves a great number of commercials for unhealthy food stuff (AAP, 2009). Moreover, children watch around 2 thousand beer, wine and alcoholic beverage commercials annually (Strasburger, 2002). It is evident that advertisements do not give a balanced and true picture about the healthy lifestyles and nutritional information but whatever they portray is assumed to be true by the children. Media Exposure and Effects on Children: Nowadays, the importance of media in our lives cannot be ignored. Media is somehow responsible for the changes in society. Children are more likely to adopt the behaviors and lifestyle as shown in the television programs. “It is clear that heavy exposure to media violence causes an increase in the likelihood of future aggressive and violent behavior (Chaves, 2008 p. 148).” It is a scientific concept that media is not the only cause of aggressive behaviors and violence however, it is proved that heavy exposure to media violence increases the chance of future aggressive and violent behaviors. (Lukos 2011) Children get a lot of information from television and believe what they watch. They trust their favorite characters beating the monsters and the so called ‘bad guys’ after having an energy drink or milk or some other product....
This report makes a conclusion that With the increase in marketing these days it has been noted that different new techniques have arrived which further help in boosting the arenas of marketing. One such technique is the involvement of celebrities while marketing products and is known as celebrity endorsement. Celebrity endorsement is an important arena of marketing, when targeting young consumers, as it defines consumer behavior and choice and forces them to try products of the company because of the trustworthiness of the endorser. Secondly consumer behavior is also an important aspect of marketing as it determines as to when a consumer would buy a product and what techniques should be used. This consumer behavior can help the company to increase its sales if on the right track. The TV advertisements, internet marketing and banners often carry messages which provide an overwhelmingly overstated quality or outcome of their products. Such marketing messages grab the attention of the customers and they often get trapped and purchase the product.
This report approves that advertisement does impact consumer behavior and choices whether the marketers use exaggeration as their key tool to attract consumers or involve celebrities to grab their attention. A powerful marketing campaign may get the business more consumers for its products. People believe in what is shown in the advertisements or purchase products in order to maintain their social status by brand purchasing.