Introduction
Every day, an ordinary person is predisposed to see a considerable number of promotional campaigns. Advertising has already become a common part of life because people do not even notice how they are influenced by marketing strategies. For example, the morning routine of the majority of people includes checking the latest news on their smartphones. However, instead of learning valuable information regarding fresh updates, the individuals are distracted by numerous advertisements floating around social media. Similarly, people of different age groups meet promotions in newspapers, magazines, television, radio, billboards, and leaflets. The purpose of this essay is to investigate the differences between the effects of advertising on adults and children.
The influence of advertising on different age groups
Since advertising is an integral part of peoples’ lives, it has a significant impact on adults. The controversial techniques of marketing are sometimes based on unethical principles; hence, they become a cause of numerous troubles people are forced to deal with. Among a wide variety of advertisement campaigns’ adverse ramifications, the development of an inferiority complex among adults is the most critical one. To promote a product or a service, marketing strategists tend to hire incredibly beautiful and handsome models. Moreover, the visual aids used in a promotional campaign are often extremely retouched, so the common flaws of the human body are hidden behind the beautiful image and the proficiency of photographers and photo editors. As a result, the overabundance of attractive images develops an inferiority complex among consumers.
There is an impressive number of instances of unethical marketing strategies leading to negative consequences. Hackley and Rungpaka present an example of a promotional campaign that may become a cause of an inferiority complex (184). They claim that after launching the campaign of the fragrance Opium with the model Sophie Dahl being the face of the perfume, numerous complaints arose. The consumers stated that the advertisement is “more sexualized than appropriate and therefore give offense” (Hackley and Rungpaka 184). Being predisposed to such an ad, the consumers feel that they are not attractive enough. Therefore, the development of the inferiority complex among adults is a disturbing aspect of advertising.
Besides adults, another age group influenced by advertising is children. However, in contrast to grown-ups, children sometimes benefit from being predisposed to various promotional campaigns. Being on the stage of mental development, kids perceive each advertising differently. Sometimes, ads can even have a positive effect on the advancement of adolescents’ mental abilities. The vast diversity of promotional campaigns enlarges children’s critical thinking skills by letting them form a personal opinion regarding the specific product or a service (Lapierre et al. 154). Lapierre et al. claim that “despite frequent criticism, child-targeted marketing has the potential to encourage positive behaviors. The effectiveness of social marketing confirms that identical techniques used to sell commercial products can sell positive attitudes, ideas, and behaviors” (154). Seeing and analyzing various promotional campaigns, children develop their critical thinking skills, learn how to form a personal opinion, and create the individual framework of consumer behavior. Therefore, the impact of advertising has positive consequences for children’s mental development.
Conclusion
Ultimately, the role of advertising in people’s lives should not be underestimated. Facing a considerable number of promotional campaigns on a regular basis, people do not notice the impact of advertising on the quality of their life. Nevertheless, marketing strategies have a significant effect on different age groups. While adults suffer from the negative consequences of advertising, children take an opportunity to advance their critical thinking skills utilizing synthesizing various promotional campaigns. Thus, advertising has completely different effects on children and grown-ups.
Works Cited
Hackley, Chris, and Rungpaka Amy Hackley. Advertising and Promotion. Sage, 2017.
Lapierre, Matthew, et al. “The Effect of Advertising on Children and Adolescents.” Pediatrics, vol. 140, no. 2, 2017, pp. 152-156, 2020. Web.