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Deceptive Marketing

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					Deceptive Marketing has become an Ill for Teens and Tweens

Introduction
Today’s marketing business is all about getting your viewer to either opt-in or buy. In an effort to get the reader to click through and take action, marketer use powerful & convincing words. However, there are some marketers who only care about their sales and intentionally use hypedup descriptions and add lot of "fluff" just to sell off their products. These marketers mislead customers into thinking that their products offer benefits that in reality do not really exist. This Wrong perception created by Deceptive marketing has become an ill for teens and tweens and affects them in many ways.

My Arguments
Creating Relationship and Age Gap

No longer little children, and not yet teens, tweens are starting to develop identity and are anxious to cultivate a sophisticated self-image courtesy of deceptive marketing. This marketing is forcing tweens to grow up quickly. Industry research reveals that children 11 and older don't consider themselves children anymore. The Toy Manufacturers of America have changed their target market from birth to 14, to birth to ten years of age. It deliberately undermines the parent-child relationship, both by encouraging children to nag their parents for what they want, and by portraying parents as absent or incompetent. Girls (Fashion Victims) Constant exposure to ads promising the beauty, popularity, self-confidence turns many young girls into insatiable consumers, says psychologist Margo Maine. “Teenage girls spend over $9 billion on makeup and skin products alone” Encouraged to look outside of themselves for comfort, values and direction, girls become easy prey to addictive behaviors and unrealistic images that ads promote. Diet, tobacco and alcohol industries target girls, capitalizing on the body image, weight concerns and beauty ideals that make them most vulnerable." Selling Anxiety Corporations capitalize on the insecurities and self-doubts of teens by making them believe that to be truly “cool”, they need their product. According to author Naomi Klein,In 1990s corporations discovered that the youth market was able and willing to pay top dollar in order to be "cool." It's hard to tell whether the media reflects today's teens, or teens are influenced by media portrayals of young people? “Advertising has always sold anxiety and it certainly sells anxiety to the young,Its always telling them that they are loosers unless they are cool.” (Mark Crispin, The Merchant of Cool,2000)

Institute of Business and Information Technology

Deceptive Marketing has become an Ill for Teens and Tweens

Self Loathing & Body Hatred

It's difficult for teens to develop healthy attitudes towards body image when much of the advertising aimed at them is filled with images of impossibly fit,beautiful people. Underlying marketing message is that there is a link between physical beauty,sex appeal, popularity, success,& happiness. Media images can contribute to feelings of body-hatred and self-loathing that can fuel eating problems. Body image has long been considered a female issue, an increasing number of boys now also suffer from eating disorders. “ A 1998 Health Canada survey on the health of Canadian youth noted that by grade ten, over three-quarters of the girls and one half of the boys surveyed said there they weren't happy with their bodies.”
Addiction and Disease

Tobacco and alcohol companies have long targeted young people, to develop brand loyalties. They targets youth by  Linking smoking in ads with being "cool" and independent and with taking risks.  Placing ads in magazines with high adolescent readerships, such as Rolling Stone. “Each day in the United States, nearly 4,000 children under the age of eighteen start smoking. As a result 6.4 million children living today will die an early tobacco related death. (Centers for Disease Control, 2004)”.

Counter Claims

 Due to Fierce competition Differentiation become crucial  Targeting Teens and tweens ensures Brand loyalty I refute both these claims because if the marketing doesn’t provide what it promises it will neither get the loyalty nor differentiation.Its nothing but wrong practice of marketing.

Conclusion
Marketing is important but we should not let ourselves be its prey. Parents and Teachers should take steps in educating as to how to adopt healthy attitude towards these messages. “We’ve given deceptive marketing too much power and its effecting people.”

Institute of Business and Information Technology


				
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posted:10/22/2009
language:English
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