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Advertising likes and dislikes:
When it comes to advertising tactics employed by companies, the
top three liked by both tweens and teens relate to celebrity and
notoriety, including having a famous person use a product (tweens
39 per cent and teens 21 per cent), having a person in a movie use a product (tweens
33 per cent and teens 20 per cent), and getting the company name included in the
name of a sporting event or stadium (tweens 33 per cent and teens 22 per cent).
Newer advertising tactics are viewed more negatively by young people.
For example, only five percent of youth like it when companies advertise
their product on cell phones (compared to 50 per cent who dislike it), and
four percent like it when companies get someone to mention a product
in online chat sessions (with 41 per cent disliking this tactic).
Truth in advertising:
Youth seem to consider themselves to be discerning when it comes
to advertising, and they can even be skeptical about what companies
tell them. Fewer than one in ten (6 per cent) 8-18 year olds agree with
the statement "advertisements tell the truth," and more
than half (57 per cent) say they often notice tricks companies use to get
them to buy something. About three-quarters (73 per cent) agree that companies
try to get people to buy things they do not really need. And, regarding
mention of a product in an online chatroom, very few (only 1 per cent of
teens and 6 per cent of tweens) feel that they can trust the discussion.
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