How Media Advertising Shapes Teen Behaviour

In today’s digitally connected South Africa, media advertising reaches teens like never before. This includes TV, billboards, TikTok, Instagram, YouTube and beyond. These messages don’t just sell products; they mould identities, influence decisions and can deeply affect teens’ psychological well‑being. 

The Influence of Media Advertising on Teen Consumer Behaviour

Teenagers are at a stage of life where they are developing a sense of self-identity and independence. Advertising taps into these formative years, often targeting specific needs and desires that are closely tied to the process of growing up. The media portrays a certain image of success, happiness and social acceptance, often leading teens to believe that acquiring specific products will help them attain these ideals.

Celebrity Endorsements and Influencers

One of the most powerful strategies in teen-targeted advertising is the use of celebrities and influencers. According to a study conducted by the South African Advertising Research Foundation (Saarf), local ads featuring famous personalities had a significantly greater impact on teen purchase intent than traditional product-based advertising. Teenagers often admire and emulate their favourite celebrities, seeing them as role models. When these figures endorse products, teens are more likely to associate those products with a desired lifestyle or identity.

Internationally, this trend is amplified by social media influencers, who curate lifestyles that seem aspirational. According to a report by Business Insider UK, influencer marketing generates 11 times the ROI of traditional advertising, especially when teens are involved in the targeted demographic. This is because teens feel a personal connection with influencers who speak their language and present products in a relatable, non-corporate manner.

Social Media Advertising

Platforms like Instagram, TikTok, and YouTube play a central role in teens’ media consumption. Advertisers have adapted their strategies to these platforms by using native ads that blend seamlessly with regular content, making them less intrusive and more engaging. These platforms allow brands to target ads based on user interests, behaviours, and even search history, making the content feel highly personalised.

A study conducted by The South African Social Media Marketing Group found that over 70% of South African teenagers reported purchasing products they saw advertised on social media. This highlights the direct relationship between teens’ media exposure and their purchasing habits. Social media ads often promote limited-time offers, exclusive discounts, and giveaways, encouraging teens to make impulsive purchasing decisions.

Media Advertising and Teen Body Image

Media advertising heavily influences how teens perceive themselves and others. With advertisements promoting unrealistic beauty standards, materialism, and idealised lifestyles, many teens feel pressured to conform to these ideals, often leading to negative impacts on their self-esteem and mental health.

ALSO READ: Helping your teen to have a positive body image

Unrealistic Beauty Standards

The portrayal of flawless beauty in ads, often through retouched images and heavy editing, sets unattainable standards for young people. Research from The South African Journal of Psychology indicates that South African teens who were exposed to beauty-centric media advertising were more likely to report dissatisfaction with their bodies, which can lead to anxiety, depression and eating disorders.

Internationally, a study by the National Eating Disorders Association in the USA found that 70% of teenage girls feel inadequate about their appearance after viewing ads for beauty products or fashion brands. These ads perpetuate narrow definitions of beauty, often excluding diverse body types, skin colours and gender expressions, which can be particularly harmful to teens’ mental and emotional wellbeing.

Materialism and Consumer Culture

Advertising also promotes materialism, encouraging teens to equate happiness and success with the possession of goods. Brands frequently market the latest tech gadgets, fashion trends and beauty products as symbols of status and self-worth. This sends the message that possessions define one’s social standing, leading many teens to value material success over emotional or intellectual growth.

According to a report in South Africa, many teenagers in the country report feeling pressure to keep up with their peers, often leading to financial struggles. Teens in wealthier areas are particularly susceptible to this phenomenon, where advertising creates an illusion of necessity for high-end fashion, electronics, and other luxury items.

Psychological Effects of Media Advertising on Teen Behaviour

Beyond consumerism and self-image, media advertising also has significant psychological effects on teenagers. The constant exposure to persuasive ads, particularly in environments like social media, has been shown to alter teens’ decision-making processes and attitudes.

Fear of Missing Out (FOMO)

The fear of missing out (FOMO) is a psychological phenomenon that advertising often exploits. Ads frequently feature products, experiences or lifestyles that are presented as exclusive or time-sensitive, creating a sense of urgency in the viewer. For example, limited-time offers or “flash sales” advertised on platforms like TikTok or Instagram prompt teens to act quickly, without thoroughly considering the implications of their decisions.

A study by the European Journal of Business and Management Research highlights that FOMO has been linked to impulsive buying behaviour in teens. Ads featuring product scarcity or the “only a few left” message have been found to trigger immediate purchasing decisions. FOMO not only encourages impulsivity but also increases anxiety and stress, particularly when teens feel left out of trends or social circles.

Addiction to Digital Content and Overexposure

Media advertising, especially through digital channels, has contributed to the phenomenon of screen addiction among teens. With the average South African teenager spending over 7 hours a day on social media platforms, the relentless exposure to ads has increased the risk of overexposure to commercial messaging. This constant bombardment can desensitise teens to advertising, making them more susceptible to both materialistic messages and impulsive decision-making.

A study by the South African Broadcasting Corporation (SABC) reports that excessive screen time, which is often linked to ad exposure, can have negative effects on teens’ attention spans, emotional regulation, and overall well-being. It further highlights that teens who spend more time on social media are more likely to make spontaneous purchases and engage in unhealthy spending habits. 

On a final note

The influence of media advertising on teens is a multifaceted issue that touches on their consumer behaviour, self-image and mental health. As the world becomes increasingly digital, advertisers continue to refine their techniques, making it more difficult for teens to escape the pervasive messaging they are exposed to.

While advertising can be a force for good, offering valuable products and services to young people, it is essential to be aware of its potentially harmful effects. As parents, educators and mental health professionals, it is crucial to empower teens with the tools to critically analyse advertising, recognise its tactics, and make informed decisions about the messages they consume.

By fostering a balanced perspective on media and advertising, we can help teens navigate this complex landscape and develop healthier attitudes towards consumption, self-image and social interaction.

References: 

• Effect of Celebrity Endorsers’ Attributes on Purchase Intentions in South Africa: This study examines how celebrity endorser attractiveness and attitudes influence purchase intentions in South Africa. Read the study here
• Influence of Social Media Marketing Communications on Young Consumers’ Attitudes: This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioural attitudes. Access the article here
• An In-Depth Review of Body Shaming Phenomenon Among Adolescents
  This study investigates the psychological effects, trigger factors, and potential preventive measures of body shaming among junior high school students. Read the research here
• The Influence of Materialism on Student’s Lifestyle: A Case Study in Limpopo Province, South Africa: The study looked at how materialism affected students’ lives and academic achievement at a rural South African university in Limpopo Province. Access the study here
• FOMO and the Impulsive Purchasing Behavior of Young People: This research evaluates the impact of the fear of missing out (FOMO) on the impulsive purchasing behaviour of young people via livestream platforms. Read the study here
• Screen Time Surge Puts SA Youth at Risk: An article discussing the risks associated with increased screen time among South African youth. 
• How Teens Actually Feel About Social Media Ads: An article from TIME discussing teenagers’ perceptions of social media advertisements. Read the article here
• Teen Girls Are Spending Big. She Tells Them What to Buy: A Wall Street Journal article highlighting the influence of teen influencers on spending habits. Access the article here
• The Playground Prime Craze Is a Lesson in Modern Marketing: An article from the Financial Times examining the marketing strategies behind the Prime drink craze among children. Read the article here