The Impact of Advertising on Acquisition of Bad Habits by Teenagers

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Abstract
This research report is performed on investigation and analysis of the impact of advertising
on acquisition of bad habits of teenagers. This means the study basically focus on the impact
of advertising strategy on social behaviour of the youths. This research report seeks to
identify how today’s advertising strategies is impacting youths’ behaviour. To gain a broad
understanding about how advertising is creating impact on the youths’ behaviour, wide
reading sources and intensive understanding regarding the context is highly required. Thus,
secondary research method has been deemed to be applied to the study. Aim of the study is to
understand the how today’s advertising strategies are creating the impact on teenager’s social
habits. To meet this stated aim, secondary data analysis method such as grounded theory and
narrative analysis method will be applied to address the research questions.

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Table of Content
1.1 Introduction..........................................................................................................................3
1.2 Background to the study...................................................................................................4
1.3 Research aim and Objectives...........................................................................................5
1.4 Research Questions..........................................................................................................5
1.5 Conceptual framework.....................................................................................................6
1.5 Research Hypothesis........................................................................................................7
1.6 Theoretical perspectives...................................................................................................8
1.7 Research Methods............................................................................................................9
2.0 Literature review................................................................................................................10
2.1 Media effects and body image perceptions on youth.....................................................11
2.2 Teens are the most elusive as well as valuable consumers in tech................................11
2.3 Impact of TV advertising on youth buying behaviour...................................................12
3.0 Research Methodology.......................................................................................................13
3.1 Research Philosophy......................................................................................................13
3.3 Research Design.............................................................................................................14
3.4 Data Collection methods................................................................................................15
3.5 Data Analysis.................................................................................................................15
3.6 Significance of the study................................................................................................16
3.7 Ethical consideration......................................................................................................16
3.8 Limitation.......................................................................................................................17
References................................................................................................................................18

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Topic- The impact of advertising on acquisition of bad habits by teenagers
1.1 Introduction
This research project is based on the investigation and analysis of the impact of
advertising on acquisition of bad habits of teenagers. It is certain that youths today are far
more equipped with adequate information than they had a couple of decades before.
Decidedly, the advances and evolution of technology has brought significant changes in the
life style of youths. It can be stated that the kind of exposure the youths today have towards
Internet, Television, Print and other media forces one to reconsider the effects that
advertisements have on mind of the millennial. There is no doubt that internet or the digital
media proves to be one of the most effective ways of persuasive communication as this is the
place where the youths spend ample amount of time in surfing and downloading materials.
The exposure that one receives from Internet, Television and other known media through
advertisements portrays the difficulties, cultures and life-styles (Hopper 2005).
It is certain that youths are passive observers of myriad of things who tend to grasp
every message from advertisement and such advertisements directly and indirectly forces
youths to consider the agenda in a manner which is portrayed throughout the advertisement
which could further create positive or negative influence. Thus, it is essential to identify how
advertising strategies are creating impact on youths. As the market environment has been
dynamic in nature, advertising attempts and strategies are shaped accordingly but it is yet not
known how dynamic advertising strategies are targeting youths and triggering bad habits
among them. This research report seeks to identify how today’s advertising strategies is
impacting youths’ behaviour.

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1.2 Background to the study
Due to digitalization and advances in technology, youths are certainly exposed to
several images and commercials for different products and services on a regular basis.
According to Schudson (2013), such excessive amount of media in today’s youths’ lives
cannot be side-lined and influences all those surrounded by it. It can be stated that it is more
of an expression of society which are a part as well as reflected image for all practical
purposes and holds a tremendous influence on social, cultural and moral values of youths. So,
if it is considered with a different perspectives, it can be mentioned that youths in the present
day a huge amount of time on internet, television than the classroom and it is thus, imperative
that the youths tend to get influenced by such aspects to a larger degree. In addition to this,
youths are exposed to all sort of advertisement because today advertisements and all of its
kind entirely processed in the digital platforms and youths have free aces to such platforms.
Moreover, the advertisements are widely placed in the internet and digital platforms
besides the traditional media like newspapers, magazines and on billboards. It is found that
advertisement begin with persuading the consumers because of the new benefits that product
promises to provide to consumers. It is certain that marketers want consumers to be intended
to spend the money on product and service. Thus, it is worth mentioning that due to such
planned and deliberate marketing efforts, youths often get influenced; this means there could
be some content which might influence youths badly but as they do not have adequate
knowledge regarding the content, they rush to take decisions. Nonetheless, the fact that
should not go unnoticed is that marketers are quite aware of the fact that youths are supposed
to react to such attempts.
According to Lovato, Watts and Stead (2011), brands that appear appealing to
teenagers often take advantage of their particular vulnerabilities such as desire to fit in, to be
perceived as attractive. Biener et al. (2004) mentioned that teenagers are broadly accustomed