Targeting teens
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This document discusses how advertisers target teenagers as a consumer demographic. It explains that teenagers are considered the largest consumer group because they have disposable income, greatly influence their peers and parents, and brand loyalty established during teenage years often lasts a lifetime. The document also outlines some common advertising strategies used to target teenagers, such as selling a lifestyle/image rather than just a product, using humor to attract attention, and preying on teenage insecurities and desire to fit in.
Targeting teens
- 2. • By the end of this lesson you will understand how advertisers target teenagers. • You will be able to identify the marketing strategies they use. • You will be able to analyse real examples using key terms. • You will be able to apply these to your own draft design. LESSON OBJECTIVE
- 3. • Peer pressure • Pocket money • Being cool WHAT DO YOU ASSOCIATE WITH BEING A TEENAGER? WHAT ‘NEEDS’ DO THEY HAVE?
- 4. WHY DO YOU THINK ADVERTISERS LIKE TO TARGET TEENAGERS?
- 5. • We live in a consumer culture (a culture driven by buying things) and advertisers want to make money. • Adverts are not always aimed at the same audience. They are targeted at a specific demographic (such as middle-aged females, or school-age teenagers). WHY ARE WE SURROUNDED BY SO MANY ADVERTS? • It’s easy to prey on teenagers because they: have many insecurities; are prone to peer pressure; have a desire to ‘fit in’ or ‘be cool’ and respond well to humour. • Advertisers target many of these characteristics in their strategies to make their product sell. WHAT’S SO SPECIAL ABOUT TEENAGERS?
- 6. • What adverts appeal to you but not your parents? • Why do advertisers market to teens? TARGETING TEENS Teens are considered the largest consumer demographic, or grouping of people that buy things; teens are thought to have disposable income, or money that can be spent on luxury items or things you don’t really need; teens greatly influence their peers and parents; establishing brand loyalty, or dedication to a certain brand, at a young age ensures that brand is bought for the rest of that teen’s life.)
- 7. • Buying a lifestyle, not a product • Selling an ‘image’, not a product • Attracting your attention with humour • Attracting your attention with shock This advert is telling you that if you drink enough milk, not only will you lose weight, you might look like Beyoncé too! This advert sells a lifestyle and an image. Beyoncé takes up more of the frame so your attention is drawn to her. The colour scheme is complementary to her gold dress giving you the idea of success, wealth and warmth. GENERAL ADVERTISING STRATEGIES
- 8. ANALYSE THE FOLLOWING ADVERTS… • Take note of: –Use of slogans (meaning, placement, font type size and colour) –Brand (what does it look like/suggest, is it well known, placement, colour size) –Copy (what does it say, placement, font style size and colour) –The product (how is it shown, placement, colour, size) –The image(s) that accompany product (technical features and visual codes) – Explain the connotation of these aspects
- 19. WHAT ARE THE CODES AND CONVENTIONS OF ADVERTISING TO TEENS?
- 20. You need to create an advert for a new soft drink called ‘Froot’. Draw an advert which a) sells a lifestyle and b) targets a specific need for your demographic DESIGN A TEEN ADVERT