Title Dominuojančios paauglių reklamos strategijos /
Translation of Title Prevailing strategies of advertising for adolescents.
Authors Gudėnaitė-Špokauskienė, Rita ; Maskuliūnienė, Džiuljeta
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Is Part of Jaunųjų mokslininkų darbai. 2010, nr.1(26), p.15-22.. ISSN 1648-8776
Keywords [eng] Advertising ; Adolescence ; Advertising for adolescents ; Strategy ; Manipulation ; Visual image ; Sexuality ; Body culture ; Ideal peers ; Celebrities
Abstract [eng] The paper deals with the strategies of effective advertising that focuses on adolescent readers. Advertisements in “Chilli Sugar” („Čili cukrus“), “Extra Miss” („Ekstra panelė“), “Justė”, “Miss” („Panelė“) magazines and supplement “Dolce Vita” are analysed in the paper. According to many researchers, particular strategies are used to attract and retain focus group readers. Canadian not-for-profit organisation Media Awareness Network (Mnet) has published most often used strategies. A considerable number of these strategies is also used by Lithuanian magazines in their advertisements aimed at adolescents. They are most easily affected by pop culture elements, provocative visual images, celebrities, body images, sexuality, demonstrative emotions and stereotypical images. Adolescents are concerned about how they are seen by their peers and that is employed in advertising to the utmost. Research object: all elements appealing to adolescents and particular strategies used in advertising aimed at adolescents. The aim of the research is to identify and analyze the main strategies used by advertisers in advertisements aimed at adolescents in mass media and to prove that by examples. An idea is brought forth that advertisers do not care about the effect an advertisement will have on an adolescent, what he/she will experience upon joining pop culture. The business of commercial advertising is indifferent to adolescents who are discontented with reality and their own life. Advertisements raise a need in adolescents to have “an ideal” body, possess material things and consume. Discussions of sociologists and psychologists about advertisements which focus on adolescents and to a great extent are conducive to many problems modern youth are facing nowadays – early sexuality, alcohol abuse and bullying – should gain relevance.
Type Journal article
Language Lithuanian
Publication date 2010