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Topic will be based on which book you choose - Term Paper Example

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Name: Instructor: Course: Date: Branded Branded: The Buying and Selling of Teenagers, is a book by Alissa Quart that aims at divulging information about the marketing world where corporations spend billions of dollars trying to woo teens into purchasing their products…
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Topic will be based on which book you choose
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Download file to see previous pages The constant commercial pommeling that teenagers are exposed to regularly makes them give in to the pressures of being considered cool by their peers, which in turn works in the corporations’ favor (Quart 32). In addition to all the above, the growing need to incorporate sex in some of these advertisements is making its way into the lives of teenagers and younger children. Recent sources in different organizations can attest to this. This paper will examine aspects of the book and relate it to an advertisement, and the impact it might have on its target market. At a particularly young age, teenagers and pre-teenagers are forced into different loyalty schemes by corporations that use their peers to market and sell their products. In Branded, the author brings into account the fact that corporations are having a higher stake in schools than they possibly should. In the past, countless groups, including parents and politicians, were at the forefront trying to resist the notion of advertising in schools. However, the current situation of sponsorship that most corporations boast of is making this a difficult task. Corporations, at present, have more shares in schools than any other party, and they are using this to their advantage. Brand-afflicted teenagers are now everywhere, but there might be time to save some of the young ones from the menace that is branding (Quart 47). Target audience Victoria’s Secret is one brand that is affiliated with the imagery of sex and sex appeal. In most of their advertisements, models and people wearing their lingerie appeal to the adults and market that tends to grasp the concept of being sexy. However, lately the brand has been moving toward a different market altogether. In a recent advertisement, “Bright Young Things,” the brand has brought to light their aim for a younger market. Teenagers and pre-teens who want to be considered cool are now looking toward Victoria’s Secret line of lingerie in a bid to look older, or more sophisticated. Parents are being forced to give in to the pressure of their young children who demand such clothing, and it is obvious that once children catch on to this brand, there is no turning back. It is next to impossible for the children not to remain loyal to the brand, if they start when young (Lutz 1). Aspects of the demographic The income and lifestyle of teenagers and pre-teens cannot be questioned as it is not impossible to pinpoint exactly where they get their income, or lifestyle choices. These aspects are influenced directly by their parents, immediate family members, and even friends. The little income that teenagers may receive is probably from allowances that parents offer their children once they partake of certain activities. However, as the issue of branding and marketing takes precedence in most schools and areas (Quart 53), teenagers are looking for different avenues which can work toward increasing their capital. It is this aspect that sheds light on why teenagers look for different jobs during the summer and spring-breaks. More money means more savings, which ultimately leads to lifestyle autonomy. Parents have little or no say in the matter once their children start buying their own clothes, using their hard-earned money. Alissa Quart takes the reader into the processes used by corporations to attract teens and pre-teens into their branding world, and why it is particularly easy for teens to succumb to these schemes. The first aspect that comes into play is the use of people their own age to ...Download file to see next pagesRead More
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