Impact of Television Advertisement on Buying Behaviour of Adolescents Essay

Market arena in India has been witnessing several transfigures in character and complexity since the last few years. These changes implicate a higher reach of mass media, particularly due to an increase penetration of satellite channels, availability of a greater assortment of products and services, a higher level of consumer sp completioning on items other than basic necessities, a more discerning choice manner exhibited by consumer preference for bankrupt value in products and services. A gradual ontogenesis of the providence has indeed influenced these changes.However, the most important impetus for the trans cast of charactersation of markets is the visible increase in competition. Given these signals, the key question vexing most companies is how does one deal and grow in rapidly changing and competitive markets? The answer is television receiver Advertisement. Television the great invention of J. K. Baird has today became a mass media of recent communication as a re sult there has been an increase in great amount of commercial propaganda. Todays producer invests enormous amount of money on TV advertisement and in purpose new ways of attracting consumers towards his products.As a result consumerism is the new religious belief of the day. Consumerism is having great effect on various chemical groups of the society. Adolescents are the important 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 spin its web. Adolescents are the main targets of this, which attempts to change their spending pattern, lookstyle & views. Consumerism is also influencing youngs buying demeanour & higher desire of acquiring luxurious goods in their future-life.In short the producer of today is demonstrateing to capture the market by focusing its special attention towards adverting by keeping adolescents in their commove of view. The best example of consumerism is advertising strategy adopted by chinaware 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 orthogonal revenue just by changing adolescents psychological science done advertising. This example of China depicts how a growth rate in economy is accelerated by mere advertising for adolescents.In 1991 Indian government activity introduced new Industrial Policy and adopted the concept 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 capture the market some producers are engaged in advertising their products on Television. TV advertisements are displayed in a very attractive manner. Generally the help of motion picture stars and cricket stars is taken for advertising the products. This strategy of the producers is having a great touch on on buying behavior of adolescents.Adolescents get easily attracted towards these TV advertisements and try to follow their favorite film stars and cricket stars. TV advertisements are acting a crucial role in changing the buying behavior of adolescents. Today adolescents prefer to buy luxurious goods and desires to live a prosperous 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.Meaning of Basic damage Adolescence Adolescence (lat adolescere,(to) grow) is a transitional stage of physical and mental human ripening that occurs in the midst of childhood and adulthood. This transition involves biologic (i. e. pubertal), social, and psychological changes, though the biological or physiological ones are the easiest to measure objectively. Historically, puberty has been heavily associated wi th teenagers and the trespass of adolescent development. 1234 In recent years, however, the fasten on of puberty has seen an increase in preadolescence and extension beyond the teenage years, making adolescence little simple to discern. 152The end of adolescence and the beginning of adulthood varies by awkward as well as by function, as even within a single country there will be different ages at which an single is considered senesce enough to be entrusted with particular tasks, such as driving a vehicle, having sexual relations, serving in the armed forces, voting, or marrying. Also, adolescence is usually tended to(p) 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 lifespan in which a child develops secondary sex characteristics (for example a deeper voice or bigger adams apple in boys, and development of breasts and more curved and prominent hips in girls) as his or her hormonal isotropy shifts laboriously 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 blood 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 time when a childs proboscis starts changing into an adults corpse. The on format of puberty in girls appears to be related to body fat percentage. Girls start going through puberty earlier than boys, although there switch been cases of boys having signs of puberty as archaean as the age of 9. The clean age for girls to start puberty is 10-12 while the average age for boys to start puberty is 12-14. Adolescent psychological scienceAdolescent psychology is associated with noteworthy changes in supposition sometimes known as mood swings. Cognitive, emotional and attitudinal changes which are characteristic of adolescence, often take place during this period, and this tramp be a cause of conflict on one plenty 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 ally group, as more important and influential than their parents/guardians.Because of peer pressure, they may sometimes indulge in activities not nurseed socially acceptable, although this may be more of a social phenomenon than a psychological one. 6 This point of intersection is addressed within the study of psychosociology.The home is an important aspect of adolescent psychology home environment and family have a substantial preserve on the developing minds of teenagers, and these developments may reach a climax during adolescence. For example, inglorious parents ma y lead a child to poke fun at other classmates when he/she is seven years out of date or so, solely during adolescence, it may become progressively orse, for example, the child may now be using drugs or becoming intolerably violent 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 intimacy may impair a teenagers ability to nurse beneficial decisions as well as allowing his/her impulses to control his/her decisions.In the wait for a unique social identity for themselves, adolescents are frequently confuse about what is right and what is wrong. G. Stanley Hall denoted this period as one of behave and Stress and, according to him, conflict at this developmental stage is average and not unusual. Margaret Mead, on the other hand, attri moreovered the behavior of adolescents to their culture and upbringing. 7 However, Piaget, attributed this stage in development with greatly increased cogn itive abilities at this stage of life the individuals sights start taking more of an abstract form and the 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 matter to peer pressure within their adolescent time span, consisting of the need to have sex, consume alcoholic beverages, use drugs, defy their parental figures, or gift any activity in which the person who is subjected to may not deem appropriate, among other things.Peer pressure is a common lie with between adolescents and may result briefly or on a larger scale. It should also be noted that adolescence is the stage of a psychological discovery i n a persons life when the cognitive development is rapid10 and the thoughts, ideas and concepts developed at this period of life greatly influence the individuals future life, playing a major role in character and personality formation. 11 Struggles with adolescent identity and depression 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 emotional state if they dont do, theyll lose their friendship. Teen depression 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 adole scence are changing. The old view of family relationships during adolescence put an fury on conflict 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