Advertising to Youth Consumerism
Mark Abram’s book “The Teenage Consumer,” was the first influential sociological study of youth culture. Abrams was a market researcher and his book was an empirical survey of a new consumer group that had emerged in the 1950’s. This new consumer group was commonly referred as ‘youth culture,’ which was associated with working class males. Abrams suggested that youth culture developed in the 50’s as a result of the wealth of the decade. Abrams focused his research on the working class and not middle class youth. Therefore young people had relatively large disposable incomes, thus they spend it on leisure goods and activities such as coffee and milk bars, fashion clothes and hairstyles, cosmetics, Rock and Roll records, films and magazines, scooters and motorbikes, dancing and dance halls. Therefore we see their spending habits as an expression of their lack of responsibilities and dependants. Abrams argued that although this youth spending revealed a distinct leisure group, it didn’t reflect any sort of rebellion. He said that teenagers still maintained their key values of home, school, and work while their central values remained strong as with those of their parents and work mates. However in today’s advertisements for all types of consumer products are generally focused on those individuals who like the kids of the 50’s have a disposal income. Thus in today’s market we see many ads that are focused on particular consumer group—the middle and upper income portion of society. In today’s fast passed world advertisements are constantly at odds with other ads promoting similar products. Over the last 25 years of advertising one sees the changes as consumer products have changed. Consumer products made by various manufacturers are strictly targeting a particular market segment. Although these advertisers pay little attention on who purchases their products, as long as sales are high sales for their goods and services. While what...
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