Advertising in Teen Magazines: Our Youth and Society

I. Advertisments reflect the dominant ideology of the society that produces

them (sex roles)

A. These findings are important to researchers, advertising

practitioners, and consumers as magazine advertising has become a key agent

of socialization for adolescent girls.

B. Consumers are increasingly dependent on advertisements for info and

adolescent girls have fewer ways to get info and magazines serve as a social

guide to personal matters.

1. Most companies want brand loyalty.

2. Girls are actually learning about themselves and society, while

companies are trying to create this loyalty.

II. Some studies specific to youth consumers.

A. VMRS's, AP's, BMNUS's

B. Social factors

C. Sexual relationships/roles

D. Self-concept

III. More findings relating to magazine content.

A. "Secrets"

B. Physical appearance

C. Problem solving

IV. In-depth look at ads dealing with menstruation.

A. Brief history of ads

B. Myths perpetuated

C. Modern ad examples

D. Implications/social results

E. Evolving or not?

V. An advertisement is both a marketing tool and a cultural artifact.

A. Motivation behind teen magazines is economic.

1. Teens represent enormous purchasing power and influence on family

purchase behavior.

2. What else is happening in society to our adolescents as they read

these magazines?

B. Media is a social control agent, a social mirror, and an agent of

social change.

1. Should magazines have any obligation not to provide certain

materials?

2. What does all of this say about our consumer youth?

VI. Conclusions

References

[ 12 references are listed from such sources as Psychology and Marketing,

Journal of Communication, Anthropology and Education Quarterly, Sex Roles,

and Youth and Society ]