Research Of Youth Image In Television Advertisements

Youth image appears frequently in television advertisements. This essay is trying to interpret the representation of youth image in television advertisements through the sample analysis of nearly 2000 television advertisements from 1979 to now.It is found that the television advertisements transfer some values through the description of appearances, status and environments of youth. This essay interprets the impacts in both consumer value and social value. Under these impacts, the youth have been used to impulse-shopping, performance-based shopping, enjoyment shopping and entertainment shopping. They like to buy new things, special things and they always change the things they own. Also, the television advertisements make the youth have positive and progressive outlook on life. But actually, youth love money too much and they are indifferent to public business because of the impacts of television advertisements.