Impact of Television Advertisement on Buying Behaviour of Adolescents Essay

Market arna in India has been witnessing several changes in book of facts and complexity since the last few years. These changes include a higher go by of mass media, particularly due to an increased penetration of satellite channels, availability of a expectanter assortment of products and services, a higher level of consumer disbursement on items other than basic necessities, a much discerning survival of the fittest fashion exhibited by consumer preference for better value in products and services. A gradual development of the economy has indeed influenced these changes.However, the most all- main(prenominal)(a) urge for the transformation of markets is the visible increase in competition. Given these signals, the key query vexing most companies is how does one compete and grow in quick changing and competitive markets? The answer is Television Advertisement. Television the outstanding ruse of J. K. Baird has today became a mass media of modern communication as a r esult there has been an increase in great amount of commercialised propaganda. Todays producer invests huge amount of money on TV advertisement and in finding new-fangled ways of attracting consumers towards his products.As a result consumerism is the new religion of the day. Consumerism is having great effect on various groups of the society. Adolescents argon the grievous group of the society. So, it will be of great use to find-out how television advertising affects them? In the city consumerism had already begun to whirl its web. Adolescents are the main targets of this, which attempts to change their consumption pattern, vivificationstyle & views. Consumerism is also influencing insipids buying behaviour & higher desire of acquiring expansive goods in their future-life.In short the producer of today is trying to make prisoner the market by focusing its special attention towards adverting by retentivity adolescents in their point of view. The best example of consumerism is advertising st locategy pick out by China for capturing market. Their main focus is on adolescents. China has gained great share in the international market due to adverting its adolescents-related products. They became successful in earning foreign revenue just by changing adolescents psychology through advertising. This example of China depicts how a growth rate in economy is accelerated by mere advertising for adolescents.In 1991 Indian Government introduced new Industrial Policy and adopted the archetype of Liberalization, Privatization and Globalization, as a result there is rapid growth in Industrialization. Many foreign and multinational companies entered into Indian market to sell their products. To amaze the market many producers are engaged in advertising their products on Television. TV advertisements are displayed in a very attractive manner. primarily the help of film stars and cricket stars is repleten for advertising the products. This strategy of the produce rs is having a great impact on buying behavior of adolescents.Adolescents get advantageously attracted towards these TV advertisements and try to follow their favorite film stars and cricket stars. TV advertisements are playing a crucial role in changing the buying behavior of adolescents. Today adolescents prefer to buy luxurious goods and desires to run low a comfortable life in future. Today there is a drastic change in eating and clothing habits of adolescents due to TV advertisements as a result there is increased profitability of the producers. core of Basic Terms AdolescenceAdolescence (lat adolescere,(to) grow) is a transitional stage of carnal and genial human development that occurs between infanthood and adulthood. This transition involves biological (i. e. pubertal), social, and psychological changes, though the biological or physiological ones are the easiest to measure objectively. Historically, pubescence has been heavily associated with teenagers and the onset o f adolescent development. 1234 In recent years, however, the start of pubescence has seen an increase in preadolescence and extension beyond the teenage years, making adolescence slight simple to discern. 152The end of adolescence and the beginning of adulthood varies by country as well as by function, as even within a single country there will be different ages at which an individual is considered mature enough to be entrusted with particular tasks, such(prenominal) as driving a vehicle, having sexual relations, serving in the armed forces, voting, or marrying. Also, adolescence is usually accompanied by an increased independence allowed by the parents or legal guardians and less supervision, contrary to the preadolescence stage. PubertyPuberty is the stage of the spirit in which a child develops secondary sex characteristics (for example a deeper voice or larger adams apple in boys, and development of breasts and more curved and prominent hips in girls) as his or her hormonal b alance shifts strongly towards an adult state. This is triggered by the pituitary gland, which secretes a surge of hormones, such as testosterone (boys) or estrogen and progesterone (girls) into the line of work stream and begins the rapid maturation of the gonads the girls ovaries and the boys testicles.Some boys whitethorn develop Gynecomastia due to an imbalance of sex hormones, tissue responsiveness or obesity. Put simply, puberty is the date when a childs body starts changing into an adults body. The onset of puberty in girls appears to be related to body fat percentage. Girls start going away through puberty earlier than boys, although there have been cases of boys having signs of puberty as early as the age of 9. The average age for girls to start puberty is 10-12 while the average age for boys to start puberty is 12-14. Adolescent psychologyAdolescent psychology is associated with nonable changes in mood sometimes know as mood swings. Cognitive, emotional and attitudi nal changes which are characteristic of adolescence, often take place during this period, and this can be a cause of troth on one hand and positive personality development on the other. Because the adolescents are experiencing various strong cognitive and physical changes, for the first time in their lives they may start to view their friends, their peer group, as more important and influential than their parents/guardians.Because of peer pressure, they may sometimes indulge in activities not deemed socially acceptable, although this may be more of a social phenomenon than a psychological one. 6 This overlap is addressed within the study of psychosociology.The home is an important aspect of adolescent psychology home environment and family have a substantial impact on the developing minds of teenagers, and these developments may reach a climax during adolescence. For example, abusive parents may lead a child to pull fun at other classmates when he/she is seven years obsolescent o r so, but during adolescence, it may become progressively orse, for example, the child may now be using drugs or becoming intolerably risky among other classmates. If the concepts and theory behind right or wrong were not established early on in a childs life, the lack of this knowledge may impair a teenagers ability to make beneficial decisions as well as allowing his/her impulses to cut back his/her decisions.In the search for a unique social identity for themselves, adolescents are frequently confused about what is right and what is wrong. G.Stanley Hall denoted this period as one of Storm and Stress and, according to him, conflict at this developmental stage is normal and not unusual. Margaret Mead, on the other hand, attributed the behavior of adolescents to their nuance and upbringing. 7 However, Piaget, attributed this stage in development with greatly increased cognitive abilities at this stage of life the individuals thoughts start taking more of an abstract form and th e egocentric thoughts decrease, hence the individual is able to think and reason in a wider perspective. 8 Positive psychology is sometimes brought up when addressing adolescent psychology as well.This approach towards adolescents refers to providing them with motivation to become socially acceptable and notable individuals, since many adolescents find themselves bored, indecisive and/or unmotivated. 9 Adolescents may be subject to peer pressure within their adolescent time span, consisting of the need to have sex, consume alcoholic beverages, use drugs, defy their agnatic figures, or commit any activity in which the person who is subjected to may not deem appropriate, among other things.Peer pressure is a parking lot experience between adolescents and may result briefly or on a larger scale. It should also be noted that adolescence is the stage of a psychological breakthrough in a persons life when the cognitive development is rapid10 and the thoughts, ideas and concepts develop ed at this period of life greatly influence the individuals future life, playing a major(ip) role in character and personality formation. 11 Struggles with adolescent identity and depressive disorder usually set in when an adolescent experiences a loss.The most important loss in their lives is the changing relationship between the adolescent and their parents. Adolescents may also experience strife in their relationships with friends. This may be because of things their friends do, such as smoking, that they feel if they dont do, theyll lose their friendship. Teen first gear can be extremely intense at times because of physical and hormonal changes but emotional instability is part of being a teenager.Their changing mind, body and relationships often present themselves as stressful and that change, they assume, is something to be feared. 12 Views of family relationships during adolescence are changing. The old view of family relationships during adolescence put an emphasis on confl ict and disengagement and thought storm and stress was normal and even inevitable. However, the new view puts emphasis on transformation or relationships and maintenance of connectedness. Consumer behavior