typical American teenager will process over 3,000 discrete advertisements
in a single day, and 10 million by the time they're eighteen. It's 24/7,
360-degree immersion, all by design. Our children are being overwhelmed
Child psychologist Allen Kanner, PhD. states:
"Teens are inundated with so much marketing about the importance of brands to identity and image, it has changed the way they socialize with each other, interact with adults and view themselves and the world."
Brands now denote social status. It's the new fashion caste system our teens and tweens are subjected to each day. The peer scrutiny is ruthless. If your child isn't wearing A&F or another currently cool brand, then they are an outcast, a sentence seemly worse than death.
Ad agencies and the large corporations that hire them know this well and they purposely manipulate a teen's natural insercuries to sell the idea that only by buying and wearing the current coolest brands you will then be accepted.
there's a kind of official and systematic rebelliousness that's reflected
in media products pitched at kids.
--Mark Caspin-Miller, Communications Professor, NYU.
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