THE EFFECTS OF ADVERTISING ON YOUTH (PDF Download ...

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), INTERNATIONAL JOURNAL Volume 5, Issue 6, June (2014), pp. 63-70 © IAEME OF MANAGEMENT (IJM) ISSN 0976-6502 (Print) ISSN 0976-6510 (Online) Volume 5, Issue 6, June (2014), pp. 63-70 © IAEME: http://www.iaeme.com/IJM.asp Journal Impact Factor (2014): 7.2230 (Calculated by GISI) www.jifactor.com

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THE EFFECTS OF ADVERTISING ON YOUTH Vanishree Pabalkar Assistant Professor, Symbiosis International University Vilas Balgaokar Assistant Professor, Hirachand Nemchand College of Commerce, Department of Management Studies, Solapur

ABSTRACT Youth today are far more equipped with adequate information than they had a couple of decades back. The evolution of Technology has brought in this change in the lifestyle of youth. The kind of exposure these youth have towards Internet, Television, print and other medias propels one to re think on the effects that these advertisements have on the minds of the young generation. Internet proves to be one of the best ways of persuasive communication. This is the place where the youth spend maximum of their time, surfing and downloading material. The exposure that one gets from Internet, Television or any other media through advertisements depicts the knowhow of different cultures, lifestyles and fashion. Youth are passive observers of many things, who tend to capture every message from the advertisements. These advertisements directly or indirectly compel youth to think on an agenda in the manner in which it is portrayed through the advertisements which may further lead to positive or a negative consequence. Keywords: Internet, Television, Advertisements, Youth, Lifestyle. INTRODUCTION Youth are exposed to many images and commercials for various Products and Services each day. This excessive amount of media in our day to day lives cannot be side lined and impacts all those surrounded by it. It is an expression of the society of which we are a part, and is a mirror-image for all practical purposes and has a tremendous influence on the social, cultural and moral values of the youth. The last two decades on account of globalization have seen an unparalleled change, which has expressed itself in the form of diminishing community values & building change in the lifestyle of youth. Youth today, spend more time on the Internet and Television than in the classrooms. It 63

International Journal of Management (IJM), ISSN 0976 – 6502(Print), ISSN 0976 - 6510(Online), Volume 5, Issue 6, June (2014), pp. 63-70 © IAEME

therefore becomes imperative that these youth get influenced by these aspects to a great extent and try to ape these acts in their personal lives too. Advertisements are placed through Internet, television apart from the conventional medias like the newspapers, magazines, and on billboards. According to marketing consultants Stan Rapp and Tom Collins, on a typical day, an average American sees over 5,000 advertisements a day (Gay, 1992). The question that comes to mind is “are these advertisements deceptive in any way”? Or do they erupt out of insecurity of not being sold out there in the market? Does advertising always lead to impulsive buying, according to (Alexander and Hanson, 1993). Is the message ethical? Advertising alone cannot propel a customer to buy. It triggers to the mindset of the customers and exists as the Top of mind recall. It attracts the customer, provides information and makes him walk up to the shelf where the Product is located. Before the Product gets launched in the market, the tasks of test marketing are usually adopted by the person. Advertisements should ensure that the content shown is purely informational, and not beyond this. But practically, this rarely happens. The content many times is persuasive. Advertisements start with persuading the customer due to the new benefits that the Product promises to deliver to the customer, according to( Douglas Kellner, 1920). They want that customers should be willing to spend the money on the Products and Services that are introduced newly in the market, (Alexander and Hanson, 1993). Advertisements also spread a social message and make citizens aware of their responsibility like the Tata Tea advertisement which conveyed that it was a necessity every citizen to cast vote. The concept of ‘JAGO GRAHAK JAGO’ is one of the finest examples of advertisements, which help in making a consumer aware regarding his rights. Checking the expiry dates of medicines and food products, asking for a proper bill, discounts on MRP are the rights of a consumer. The positivity of advertisements further accelerates down the path of creating consciousness and also makes a person aware about the social evils of the society. Killing the girl child or getting a girl married at a tender age of below 18 years are some of the examples of social evils present in our society. Certain advertisements create awareness about the negative impact of such actions as well as some help in promoting education and individuality. These advertisements have been in very successful as they are a good attempt at fostering the awareness quotient. They also help in developing consciousness in the society. However, how we implement the messages conveyed in these advertisements in our lives is entirely our perspective and choice. Advertisements tend to create a negative impact as well on the mind-set of Youth. For instance, the commercial of Thums-up “ Taste the thunder, the celebrity, Akshay kumar goes on top of a light house by the beach, sways to call the rains , uses the Thums up bottle as lightning conductor and converts lightening to a cold drink . Other soft drinks advertisements showing a hero jumping from the terrace of a building in search of his favorite drink. This is surely entertaining and glamorous but there is dangerous of imitation by youth to impress others. Commercials on like Pan Masala, Bagpiper, and Foursquare Cigarettes etc. stimulates and attracts addiction of alcohol abuse among Youth, as they want to strike a fashion statement. Advertisements of bikes like Pulsar, CBZ, and mobile phones, smart phones compels the Youth to fall prey to such commercials and make them determinant of being associated with those Products or Services. OBJECTIVES 1. To study the impact of Advertisements on Youth’s lifestyle. 2. Assess the factors that influence the mind-set of Youth. 3. To study which type of Advertisements are more appealing to Youth.

64


METHODOLOGY Primary data was collected through a structured questionnaire. The respondents were asked to answer based on giving a rank to each statement on a 5-point Likert scale basis (5= strongly agree & 1 = strongly disagree) factor analysis technique was used to analyze the primary data. The respondents were students of Graduation and Post Graduation in Pune. Exploratory study was done to determine the lifestyle of youth with reference to the effect that was created through the Advertisements that were shown on Internet and Televsion. Sampling method: Convenience sampling. The respondents are requested to rank the statements on a 5-point Likert scale basis (5= strongly agree & 1 = strongly disagree) factor analysis technique was used to analyze the primary data. Secondary data was collected through research articles and published papers on the topic. RESULTS AND DISCUSSION Factor Analysis Trimming a large number of variables to reach at few factors to explain the original data more economically and efficiently factors analysis, a widely used multivariate technique in research. It is important tool for resolving this confusion and identifying factors from an array of seemingly important variables. Adequacy of the data is tested on the basis of results the Kaiser-Meyer-Olkin (KMO) measures of sampling adequacy and Bartlett’s test of sphericity (homogeneity of variance) provided. The KMO measure of sampling adequacy is 0.657 (shown in Table 1) which indicates the present data suitable for factor analysis. Table 1: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Approx. Chi-Square Bartlett's Test df of Sphericity Sig.

65

0.657 350.172 190 .000


This is goodness of fit coefficient whose value varies between 0 and 1 and we take values over 0.5 to represent a good factor analysis. Similarly, Bartlett’s test of sphericity is significant (p < 0.001) that explains existence of sufficient correlation between the variables to proceed with the analysis (Table 1). The test distributed and it may be accepted when it is significant at p < 0.05. All the extracted communities are acceptable and all variables are fit for the factor solution as their extraction values are large (shown in Table 2) Table No. 2: Communalities Variables

Initial

Extraction

Awareness about new Product

1.000

.782

Education through Message

1.000

.838

Display aggressive behavior through Violence

1.000

.684

Stimulates fear

1.000

.681

Realize youth that the world is more competitive

1.000

.851

Builds emotional bonds with potential customers

1.000

.752

Makes fact based appeals

1.000

.793

Stimulate alcohol abuse in youth

1.000

.563

Build brand name & brand image

1.000

.858

Make to develop social isolation

1.000

.793

Helps in getting economic socialization

1.000

.650

Fits with moral concern

1.000

.772

Makes mind feel relax

1.000

.800

Helping in adopting western culture

1.000

.897

Persuade their parents to purchase the product shown in Advertisements

1.000

.531

Trends to misinterprets the message conveyed in commercials

1.000

.558

Flashy Advertisements generate impulse shopping in youth

1.000

.861

Often lose the ability to live a without materialistic joy

1.000

.612

Sexual content in advertisement can be tool for educating youth about sexually transmitted diseases & teen pregnancy

1.000

.791

The personal preferences of youth are alerted by the Advertisement to great extent

1.000

.530

Extraction Method: Principal Component Analysis.

66


Table No. 3: Total Variance Explained Com pone nt

Initial Eigen values

Total

% of Cumulat Variance ive %

Extraction Sums of Squared Loadings

Total

% of Cumulative Variance %

Rotation Sums of Squared Loadings Total

% of Variance

Cumulative %

1

4.002

20.009

20.009

4.002

20.009

20.009

3.305

16.524

16.524

2

2.628

13.142

33.150

2.628

13.142

33.150

2.461

12.307

28.832

3

2.233

11.163

44.314

2.233

11.163

44.314

1.999

9.993

38.825

4

1.879

9.394

53.708

1.879

9.394

53.708

1.901

9.507

48.332

5

1.485

7.424

61.133

1.485

7.424

61.133

1.777

8.884

57.216

6

1.244

6.221

67.353

1.244

6.221

67.353

1.618

8.089

65.305

7

1.126

5.631

72.984

1.126

5.631

72.984

1.536

7.679

72.984

8

.991

4.955

77.939

9

.832

4.160

82.099

10

.716

3.578

85.677

11

.651

3.253

88.929

12

.528

2.638

91.567

13

.357

1.783

93.350

14

.348

1.738

95.088

15

.301

1.503

96.590

16

.248

1.241

97.831

17

.141

.705

98.536

18

.128

.641

99.177

19

.094

.472

99.649

20

.070

.351

100.000

Note: Extraction Method: Principal Component Analysis

67


Table No.4: Component Matrix Variables

6

7

.584

-.238

.264

.169

-.280

-.500

-.116

.532

.351

-.002

.455

-.228

-.463

.110

-.236

-.364

.523

-.264

.211

.110

-.208

.326


-.242

.656

.360

-.053

-.141

-.334

-.312


-.216

-.191

.652

.322

.193

.112

.301

.802

-.212

.083

-.012

-.239

-.196

-.048

-.549

-.408

.183

-.038

-.164

.044

.177

-.112

.411

.529

-.484

.258

-.193

.245

.433

.291

.246

.443

-.071

-.469

.199

.521

.516

-.036

-.020

.283

.174

-.015

.841

.004

.174

-.102

.141

-.065

-.007

-.734

.236

-.105

-.010

.329

-.129

-.263

-.285

.392

-.055

.506

-.451

.373

-.245

Persuade their parents to purchase the product shown in Advertisements

.055

-.507

.096

.348

-.055

-.033

.370


.606

.083

-.274

.073

.233

.092

.201


-.091

.015

.457

.280

.616

.390

-.184


.600

-.119

.130

.075

.281

.183

-.321

-.228

-.033

.722

-.386

-.188

.147

.102

.264

.612

-.049

-.162

-.108

.088

.193

Education through Message Display aggressive behavior through Violence Stimulates fear

Makes fact based appeals Stimulate alcohol abuse in youth Build brand name & brand image Make to develop social isolation Helps in getting economic socialization Fits with moral concern Makes mind feel relax Helping in adopting western culture

Sexual content in advertisement can be tool for educating youth about sexually transmitted diseases & teen pregnancy The personal preferences of youth are alerted by the Advertisement to great extent

2

3

.136

.452

.251

.022

.300

.378

Component 4

5

Awareness about new Product

1

Extraction Method: Principal Component Analysis.a a. 7 components extracted.

68


Table No. 5: Rotated Component Matrix Component 3 4

5

6

7

.828

-.129

.107

.104

.164

.071

.024

-.212

-.849

.759

.223

.176

.132

-.098

.003

.072

-.742

.133

.248

.092

-.191

.041


-.071

-.081

.439

.301

.671

-.073

.319


-.255

-.025

.399

.187

-.440

.505

.209

.433

.630

-.089

-.095

-.216

-.271

.269

-.685

-.059

.113

-.057

-.257

.045

-.076

.092

-.103

.872

-.163

.214

.079

-.028

.432

.005

.215

.307

-.172

-.186

.634

.747

.016

.093

.133

.189

.129

-.116

.681

.482

.099

-.164

-.123

.014

.151

-.375

-.594

.011

-.093

.488

.239

.039

-.213

-.072

-.275

.837

.252

.036

-.073

-.156

.044

-.093

.007

-.677

.031

.192


.681

.014

-.164

-.065

-.232

-.037

-.086


.067

-.052

.106

.084

.002

.913

.048


.469

.434

-.195

-.115

.005

.377

.101

-.399

.354

.676

.046

.013

.155

-.150

.463

-.052

.283

.282

.194

-.249

-.232

Awareness about new Product Education through Message Display aggressive behavior through Violence Stimulates fear

Makes fact based appeals Stimulate alcohol abuse in youth Build brand name & brand image Make to develop social isolation Helps in getting economic socialization Fits with moral concern Makes mind feel relax Helping in adopting western culture Persuade their parents to purchase the product shown in Advertisements

Sexual content in advertisement can be tool for educating youth about sexually transmitted diseases & teen pregnancy The personal preferences of youth are alerted by the Advertisement to great extent

1

2

.218

-.016

.097

.189

-.063

.010

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.a a. Rotation converged in 20 iterations. 69


CONCLUSION Though Advertising has adverse effects on Youth in both Positive and Negative ways. Youth tend to disagree that the influence of such commercials is negligible when they decide to smoke or consume alcohol. The peer pressure actually is dominant factor that drives Youth to such habits. The role of commercials in influencing their decision cannot be overlooked at the same time. The false image that the Youth intend to carry for the mere reason of being associated among the group, and making them stand out in the crowd, propels him to be habituated to the concept. The Youth today, want to convey the message through the attitude that they intend to carry. Be it smoking, alcohol consumption or any such habit. The Society is looked as it responds to the overwhelming amount of advertisements, inevitably staring us in the eye and engulfing our thoughts every single direction we turn. Be it Internet, Television, billboards, signs, posters, magazines, fliers, etc., advertisements do play a vital role in the inescapable role in almost every aspect of our daily lives. The future scope of the study can be towards investigating the power of manipulative ploys used in everyday advertisements that influence our ideas and actions, convincing the consumer to make the purchase of a Product or a Service that we do not truly require at that moment. REFERENCES 1. 2. 3. 4. 5. 6. 7.

8. 9.

10. 11. 12. 13.

14.

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