Driving Teen Egos And Buying Summary

Summary:

In the article “Driving teen egos – and buying –through ‘branding’” provided by American Psychological Association, the author argued that over marketing through branding is negative to teens. It is important for people to know that parents should have more effect on teens. Since 1980s to 1992, there was a huge increase of marketing and advertising towards children. Brands marketing has already influenced teens significantly and teens started to change their way to get on with others. These teens have the strong desire to have their unique identities and the good way is to use certain brands. So, marketers took this point as the hook to attract teen consumers to make money. However, the author claimed that teens should find their identities through the things they do or they interested in, instead of materialistic values, like brands. Some identity-oriented

This is very harm to teens, especially when they repel their parents. The author pointed out that children always think they are invulnerable while facing advertisings, but actually, they don’t. As a result, parents play an important role to guide the kids to the right track. Parents need to tell their children the right view of advertisement and sometimes protect them from advertisements.

Response:

In my point of view, I agree the author’s opinions. Market growth is a very common phenomenon, but it is a little bit horrible to increase in such fast rate base on teen consumers. Marketing of brands and advertising actually have some bad aspects to teens. I agree with author’s opinion that “Marketers distort the organic process of developing an identity by