The Influence of Advertisement on Adults and Adolescents
Generally speaking the world perception by adults and adolescents differs quite a lot.
Teens are more influenced by advertisements and behavior of other people who they consider to be the examples. In their turn adults are more independent and have already their own point of view on many important things in life. And it's much more difficult to impose them another opinion on this or that issue.
Therefore while speaking about an advertisement of any type it would be not correct to state that it is directed to impose these or those products. There are always two possibilities: either to accept or to refuse. And people in age who already formed their own individual views on life have good reasons for choosing. Let's take as an example one of the curious researches held in the U.S. The research was focused on establishing the role of advertisement for teens in what refers to cigarettes. According to the results teen-agers buy more seldom cigarettes if they are hidden from view in stores.
The study involved two groups of teens while they were shopping in several different stores. One group was shopping in stores where cigarettes were displyed for sale while another group of adolescents was shopping in stores where cigarettes were hidden from view. No advertising was allowed, thus there was no sign that could remind of cigarettes. The author of the study Annice Kim explained that the study shows that open sale of cigarettes in stores may give an incorrect perception of the situation to teens making them belive that buying cigarettes daily is a common behavior. Thus they don't see anything wrong in behaving like adults. However, the difference between two different ages - adults and adolescents must be clearly understood.
The study proves one more time that teens are more likely to trust the advertisement than adults. It doesn't mean that forbidding any tobacco advertisement would discourage teens from smoking. There is a row of other factors which can have an important influence on an adolescent. And banning advertisement is nothing in comparison with human wishes.