Advertising and the Young People
CONTENT PAGE
ABSTRACT ………………………………………………………………………………………………………………………………. 2 INTRODUCTION ……………………………………………………………………………………………………………………… 2 LITERATURE REVIEW ………………………………………………………………………………………………………………. 3 THEORETICAL FRAMEWORK …………………………………………………………………………………………………… 4 METHODOLOGY ……………………………………………………………………………………………………………………… 5 HYPOTHESIS ……………………………………………………………………………………………………………………………. 6 LIMITATIONS OF RESEARCH ……………………………………………………………………………………………………. 6 RESULTS ANALYSIS AND INTERPRETATION …………………………………………………………………………….. 7 CONCLUSION ………………………………………………………………………………………………………………………….. 7 REFERENCE …………………………………………………………………………………………………………………………….. 8
ABSTRACT
The young people of our generation today are different. They have grown up faster, are more connected, more direct and more informed. They have more personal power, more money, influence, and attention than any other generation before them. There have been a few studies conducted to show how different they have become. Recent studies indicate that the factors causing their behavior to change includes branding, advertisements and spending influences due to globalization. This research has been controversial; however, it brings up several interesting questions. These behaviors could generally have started from when they were much younger, rather than in their late teens and early twenties. This research aims to find out since when did our society get so affected by advertisements that it influences the young adults mindset on spending and consuming. The question of whether the young adults started to get affected from young, or according to the survey results – their peers. This study used an online survey and focus group discussions to determine the behavior and attitudes of 100 young adults aged 18-35. The two methods showed a statistically significant difference.
INTRODUCTION
It is not surprising that this generation has been
ABSTRACT ………………………………………………………………………………………………………………………………. 2 INTRODUCTION ……………………………………………………………………………………………………………………… 2 LITERATURE REVIEW ………………………………………………………………………………………………………………. 3 THEORETICAL FRAMEWORK …………………………………………………………………………………………………… 4 METHODOLOGY ……………………………………………………………………………………………………………………… 5 HYPOTHESIS ……………………………………………………………………………………………………………………………. 6 LIMITATIONS OF RESEARCH ……………………………………………………………………………………………………. 6 RESULTS ANALYSIS AND INTERPRETATION …………………………………………………………………………….. 7 CONCLUSION ………………………………………………………………………………………………………………………….. 7 REFERENCE …………………………………………………………………………………………………………………………….. 8
ABSTRACT
The young people of our generation today are different. They have grown up faster, are more connected, more direct and more informed. They have more personal power, more money, influence, and attention than any other generation before them. There have been a few studies conducted to show how different they have become. Recent studies indicate that the factors causing their behavior to change includes branding, advertisements and spending influences due to globalization. This research has been controversial; however, it brings up several interesting questions. These behaviors could generally have started from when they were much younger, rather than in their late teens and early twenties. This research aims to find out since when did our society get so affected by advertisements that it influences the young adults mindset on spending and consuming. The question of whether the young adults started to get affected from young, or according to the survey results – their peers. This study used an online survey and focus group discussions to determine the behavior and attitudes of 100 young adults aged 18-35. The two methods showed a statistically significant difference.
INTRODUCTION
It is not surprising that this generation has been