Do we really live in a world devalued by images and symbols? Telling us what we should wear, eat, and use in order to stay within the ‘in’ crowd? And are we really trying to solve our identity crisis in an obsession to buy brands? I think all this might be true, but is it really true?
Advertising works at its best when provoking insecurity about something. These insecurities are easily found among pubescent teenagers, as teenagers are very uncertain about whom they are and where they fit in, this in turn makes them ideal targets for advertising. Branding is about finding a group to identify with; this is what makes it so appealing to teenagers trying to find themselves. The messages brands send out is that if you have the right brand you will