1. TARGETING
TEENS

2. • By the end of this lesson you will
understand how advertisers target
teenagers.
• You will be able to identify the
marketing strategies they use.
• You will be able to analyse real
examples using key terms.
• You will be able to apply these to your
own draft design.
LESSON
OBJECTIVE

3. • Peer pressure
• Pocket money
• Being cool
WHAT DO YOU
ASSOCIATE
WITH BEING A
TEENAGER?
WHAT ‘NEEDS’
DO THEY
HAVE?

4. WHY DO YOU
THINK
ADVERTISERS
LIKE TO
TARGET
TEENAGERS?

5. • We live in a consumer culture (a culture
driven by buying things) and advertisers
want to make money.
• Adverts are not always aimed at the same
audience. They are targeted at a specific
demographic (such as middle-aged
females, or school-age teenagers).
WHY ARE WE
SURROUNDED
BY SO MANY
ADVERTS?
• It’s easy to prey on teenagers because
they: have many insecurities; are prone to
peer pressure; have a desire to ‘fit in’ or ‘be
cool’ and respond well to humour.
• Advertisers target many of these
characteristics in their strategies to make
their product sell.
WHAT’S SO
SPECIAL
ABOUT
TEENAGERS?

6. • What adverts appeal to you but not
your parents?
• Why do advertisers market to teens?
TARGETING
TEENS
Teens are considered the largest consumer demographic, or grouping of people
that buy things; teens are thought to have disposable income, or money that can
be spent on luxury items or things you don’t really need; teens greatly influence
their peers and parents; establishing brand loyalty, or dedication to a certain
brand, at a young age ensures that brand is bought for the rest of that teen’s life.)

7. • Buying a lifestyle, not a product
• Selling an ‘image’, not a product
• Attracting your attention with humour
• Attracting your attention with shock
This advert is telling you that if you drink
enough milk, not only will you lose weight,
you might look like Beyoncé too!
This advert sells a lifestyle and an image.
Beyoncé takes up more of the frame so
your attention is drawn to her. The colour
scheme is complementary to her gold dress
giving you the idea of success, wealth and
warmth.
GENERAL
ADVERTISING
STRATEGIES

8. ANALYSE THE
FOLLOWING
ADVERTS…
• Take note of:
–Use of slogans (meaning, placement, font type size and colour)
–Brand (what does it look like/suggest, is it well known, placement, colour size)
–Copy (what does it say, placement, font style size and colour)
–The product (how is it shown, placement, colour, size)
–The image(s) that accompany product
(technical features and visual codes)
– Explain the connotation of these aspects

19. WHAT ARE THE
CODES AND
CONVENTIONS
OF
ADVERTISING
TO TEENS?

20. You need to create an advert for a new soft drink called ‘Froot’.
Draw an advert which a) sells a lifestyle and b) targets a specific need for
your demographic
DESIGN A
TEEN ADVERT