The document discusses the representation of youth in advertisements, emphasizing how ads target young consumers and impact their perceptions and choices. It highlights the unrealistic beauty standards and social stereotypes perpetuated by the media, particularly pertaining to fairness products, and the psychological effects on young people. Furthermore, it advocates for media literacy to help youth critically assess the advertisements they encounter.

1. Youth Representation In Advertisements
Prepared by : Komal Shahedapuri
Roll No : 13
Paper : Mass Communication and Media Studies
MA English : Sem-4
Batch : 2016-18
Enrollment No : 2069108420170027
Email ID : komaltara1311@gmail.com
Submitted to : Smt. S .D Gardi,
Department of English ,
M .K Bhavnagar University

2. What is Advertising ?
“Advertising is the process of calling the
attention of the public to a product or
service by a business.” (Johnson)
Advertising is an audio or visual form
of marketing communication that employs an openly
sponsored, non-personal message to promote or sell
a product, service or idea. Advertising doesn’t
always mirrors how people are actually but
how they are dreaming .. In the sense what they
doing is wrapping up your emotions and selling
them back to you.

3. Objectives
• How youth are represented in Ads ?
• What is the purpose to use young people in some ads ?
• How realistic do you think this representation is ?
• What key ideas are associated with young people in the ads ?
• What effects do this media representations have ?
• How advertisers have portrayed products leading to the
psychological impact on the youth by using young people ?

4. Advertisers are seeking to find new and creative
ways of targeting young consumers via
the Internet, in schools, and even in bathroom
stalls. India being the country of the Youth, so
the advertiser more focus on the youth as their
Consumers.
Media literacy-The need to teach young people
to become critical viewers of media in all of its
forms, including advertising. Media education
seems to be protective in mitigating harmful
effects of media, including the effects of
cigarette, alcohol, and food advertising.

5. Different modes of advertisements
• Newspapers
• Magazines
• Radio
• Television
• Billboards
• Internet

6. Television ads
• Television advertisements have significant impact
on youth including product choices and overall
perceptions of gender roles.
• The product choice they make and how they
see their gender role changes with television ads.
For example - Ad of Hero Pleasure TVC - casting
Youth Icon Alia Bhatt
Created by FCB Ulka, the peppy campaign urges
girls to join in the football.
Why should boys have all the fun?
Pleasure advertise as thing which gives freedom to
girls. Youth often get carried away in the product
choice when they see a celebrity endorsing a
particular product.

7. Continue…
Why teens are the most elusive and valuable
customers in tech ?
Teenagers today do not listen to advertisers or
marketers and their elder generation; today's
teens are discovering trends and deciding for
themselves. Teenagers are updated about latest
technology with the help of internet and social
media.
The impact of television advertisements on
youth
Now the youth being educated, they are well
aware of the false allegations done by the
advertisers in the television advertising and think
before they take the purchasing decision.

8. Examples of Newspaper ads

9. Ads of Beauty products
Media creates unrealistic image of beauty through it’s
products which never change the real/natural human
color.
 It decreases the self esteem and self worth.
 Make them conscious about foods to maintain
beauty which can result in eating disorder.
 Impotence of Social Status base on the appearance.
Advertisement sometimes give illusions to the young
people about their Jobs, education, career or of their
appearance by various products.

11. Taking advantage of such mentality are companies which
sell ‘fairness’ products, and are earning millions by
attacking this vulnerability of Indians: they assure that
you will get the white skin you desire by buying their
products.
The New Advertisement Guidelines include
Fairness product companies cannot create
advertisements which “communicate any discrimination
as a result of skin color”. Negative social stereotyping of
dark colored skin should not be reinforced via these ads.
Advertisements cannot show that dark skinned people
are unhappy, depressed, unattractive and helpless.
Advertisements should not use post-production effects on
the models to show them fairer and more ‘white’ as a
result of using such products

12. Advertisements of different beauty products for
Youth which gives the wrong notions that if you
apply this cream then you will get chance or use
this shampoo and can dance good. So. This way
Youngsters’ mind divert in direction that beauty
matters more than hard work and smart work.

13. Are Youth are working or only
enjoying in ads ?

14. How Youngsters are taken in ads to develop the
‘Young India Concept’ ?

15. Are these all different way of
representing youth are realistic as per
the wants of the Youngsters of India ?
Example – Vroom’s views (One Night @ the Call
Center) on the Youth icons presented through the
advertisements .

16. Works Cited
◎ Charles, Hannah. "Hypodermic Needle Theory." Slideshare.
<https://www.slideshare.net/HannahCharlesMedia/hypoderm
ic-needle-theory-29639628>.
◎ G, Barve, et al. "Effects of Advertising on Youth (Age Group of
13-19 Years Age)." Journal of Mass Communication &
Journalism (2015).
◎ Ghosh, Mohul. "Advertising Governing Body Cracks The Whip
On Fairness Product Ads; Issues New Guidelines." trak.in.
<Advertising Governing Body Cracks The Whip On Fairness
Product Ads; Issues New Guidelines>.
◎ "Saurastra Samachar." Healthy Fairness. Bhavnagar: Saurastra
Samachar, 28 March 2018.

17. Thanks!
Any questions?