Teens in the US are an increasingly important segment of the consumer market because of their size, available disposable income, lifestyle and the potential for lifetime brand loyalty. Recent increases in teen programming across major US television networks have been effective in attracting teen viewership and forming a sizeable market for advertisers. This article examines the development of Generation Y as a profitable consumer market in the US. A discussion on the impact of increases in teen-directed television programming and advertising on the teen socialization process is also presented. Implications for communication specialists, public policy-makers and researchers are considered.
Anonymous (2000a) `Young Hispanics Catch the Eye of Advertisers', Reuters, URL (consulted 20 June 2000): http://www.mediacentral.com
6.
Anonymous (2000b) `Teens Turn to Friends and Family for Purchasing Advice', Youth Markets Alert12(3): 1.
7.
Aquilina, P. (1999) `Teen Cyberseries Gear Up for TV Crossover', Kidscreen, URL (consulted 20 March 2000): http://www.kidscreen.com/articles/ks25035.asp: 17.
8.
Arnett, J. (1995) `Adolescents' Uses of Media for Self-Socialization', Journal of Youth and Adolescence24(5): 519-532.
9.
Atkin, C. K. (1982) `Television Advertising and Socialization to Consumer Roles', pp. 191-200 in D. Pearl, L. Bouthilet and J.B. Lazar (eds) Television and Behavior: Ten Years of Scientific Progress and Implications for the Eighties. Rockville, MD: US Department of Health and Human Services, Public Health Service, Alcohol, Drug Abuse, and Mental Health Administration, National Institute of Mental Health 2.
10.
Bandura, A. (1977) Social Learning Theory. Englewood Cliffs, NJ: Prentice-Hall.
11.
Bennett, B. (1999) `Smells Like Teen Spending', Computer Shopper5(19): 277.
12.
Berman, M. (1999) `Teen Angles', Mediaweek31 May: 24.
13.
Brown, E. (1999) `The Future of Net Shopping? Yout Teens', Fortune139(7): 152.
14.
Cannell, M. (1999) `Generation Online', Science World55(9): 5.
15.
Comstock, G. (1989) The Evolution of American Television. Newbury Park, CA: Sage.
16.
Comstock, G. and E.A. Rubenstein (1972) `Television and Social Behaviour', TV and Adolescent Aggressiveness 3. Washington, DC: US Government Printing Office.
17.
De Mooij, Marieke (1998) Global Marketing and Advertising: Understanding Cultural Paradoxes. Thousand Oaks, CA: Sage.
18.
Ebenkamp, B. (1999a) `The Conundrum of Cool', Brandweek40(5): 32-33.
19.
Ebenkamp, B. (1999b) `Special Report: Upfront Markets: Tipping the Balance (Teens 12-17)', AdWeek EastXL(19): s4.
20.
Englis, B.G. , M.R. Solomon and A. Olofsson (1993) `Consumption Imagery in Music Television: A Bi-Cultural Perspective', Journal of Advertising22(4): 21-33.
21.
Espindle, M. (1999) `Targeting Tots and Teens', Home Office ComputingFebruary: 90.
22.
Flood, H. (2000) `Ad TV: When Television Content is the Commercial', Adbusters30: 16.
23.
Gerbner, G. , L. Gross, M. Morgan and N. Signorielli (1980) `The Mainstreaming of America: Violence Profile No. 11', Journal of Communication30(Summer): 10-29.
24.
Goodstein, L. and M. Connelly (1998) `Teen-Age Poll Finds a Turn to the Traditional', New York Times30 April: 20.
25.
Grover, R. (2000) `For CBS, Survivor is a Strategy - And a Fountain of Youth', Businessweek Online, URL (consulted 20 June 2000): http://www.businessweek.com
26.
Hill, S. (1999) `Levi Strauss & Co.: Icon in Revolution', Apparel Industry Magazine60(1): 66-69.
27.
Hood, D. (1999) `The Serious Paradox of the Successful Teen Comedy', Kidscreen January, URL (consulted 1 May 2000): http://www.kidscreen.com/
28.
Jhally, Sut (1995) `Image-Based Culture', pp. 77-87 in G. Dines and J.M. Humez (eds) Gender, Race, and Class in Media: A Text-Reader. Thousand Oaks, CA: Sage.
29.
Johnsson-Smaragdi, U. (1983) TV Use and Social Interaction in Adolescence: A Longitudinal Study. Stockholm: Almquist and Wiksell.
30.
Johnstone, W.C. (1974) `Social Integration and Mass Media Use Among Adolescents: A Case Study', pp. 35-47 in J.G. Blumer and E. Katz (eds) The Uses of Mass Communications: Current Perspectives on Gratifications Research. Beverly Hills, CA: Sage.
31.
La Ferle, C. and S.M. Edwards (2000) `Reciprocal Promotions', p. 53 in M.A. Shaver (ed.) Proceedings of the 2000 Conference of the American Academy of Advertising. American Academy of Advertising.
32.
Lee, G. (1998) `Watching the Web: Teens Proving to be Powerful e-Spenders', WWD175 (16 July): 1.
33.
McClellan, S. (1992) `Television Targeting Teens', Broadcasting122(21)(18 May): 22-23.
34.
McCracken, G. (1986) `Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods', Journal of Consumer Research13(June): 71-83.
35.
MacInnis, D.J. and B.J. Jaworski (1989) `Information Processing from Advertisements: Toward an Integrative Framework', Journal of Marketing53(October): 1-23.
36.
McLuhan, M. (1964) Understanding Media: The Extensions of Man. New York: McGraw-Hill.
37.
Mangleburg, T. and T. Bristol (1998) `Socialization and Adolescents' Skepticism Toward Advertising', Journal of Advertising28(3): 11-21.
38.
Mascarenhas, O. , A.J. Higby and M.A. Higby (1993) `Peer, Parent, and Media Influences in Teen Apparel Shopping', Journal of the Academy of Marketing Science21(1): 53-58.
39.
Mazurkewich, K. (1999) `Animated Action-Adventure Taps into Teen Spirit', Kidscreen 82(January), URL (consulted 1 May 2000): http://www.kidscreen.com/articles/ks24115.asp
40.
Mediascope (1999) `Popular Culture and the American Child', URL (consulted 19 March 2000): http://www.mediascope.org
41.
Mediascope (2000) `Media Use in America', URL (consulted 19 March 2000): http://www.mediascope.org
42.
Melody, W. (1973) Children's Television. New Haven, CT and London: Yale University Press.
43.
Merrill, C. (1999) `Keeping Up with Teens', American Demographics21(10): 27-31.
44.
Moore, R.L. and L.F. Stephens (1975) `Some Communication and Demographic Determinants of Adolescent Consumer Learning', Journal of Consumer Research2: 80-92.
45.
Moschis, G.P. and G.A. Churchill, Jr (1978) `Consumer Socialization: A Theoretical and Empirical Analysis', Journal of Marketing Research15(November): 599-609.
46.
Moschis, G.P. and R.L. Moore (1979) `Mass Media and Personal Influences on Adolescent Consumer Learning', Developments in Marketing Science2: 126-130.
47.
NATPE (National Association of Television Program Executives) (1999) `Survey Says...', Kidscreen, URL (consulted 19 March 2000): http://www.kidscreen.com/articles/ks24110.asp:62.
48.
Ogles, R.M. (1987) `Cultivation Analysis: Theory, Methodology and Current Research on Television-Influenced Constructions of Social Reality', Mass Communication Review: 43-53.
49.
O'Guinn, T.C. and L.J. Shrum (1997) `The Role of Television in the Construction of Consumer Reality', Journal of Consumer Research23(March): 278-294.
50.
Omelia, J. (1998) `Understanding Generation Y: A Look at the Next Wave of US Consumers', Drug and Cosmetic Industry163(6): 90.
51.
Pollay, R.W. (1986) `The Distorted Mirror: Reflections on the Unintended Consequences of Advertising', Journal of Marketing50: 18-36.
52.
Potter, D.M. (1954) People of Plenty: Chicago, IL: University of Chicago Press.
53.
Ritson, M. and R. Elliott (1999) `The Social Uses of Advertising: An Ethnographic Study of Adolescent Advertising Audience', Journal of Consumer Research26(December): 260-277.
54.
Robbins, L. (1997) `TeenScreen Report: Tips on Creating a TV Show for Teens', kidscreen.com (October): 102.
55.
Roman, M. (1984) `Target Marketing: The Teen Market is Growing Up', Madison Avenue26(12): 52-55.
56.
Schudson, M. (1984) Advertising, The Uneasy Persuasion: Its Dubious Impact on American Society. New York: Basic Books.
57.
Seo, D. (1998) `Magazines for Teens Thrive as Numbers, Buying Power Grow', Los Angeles Times9 April: D1.
58.
Sherry, J. , B. Greenberg and H. Tokinoya (1999) `Orientation to TV Advertising among Adolescents and Children in the US and Japan', International Journal of Advertising18(2): 233-250.
59.
Silverman, D. (1998) `Today's Savvy, High-Tech Teens Are Eager to Spend: They Are the Most Educated, Computer Adept and Affluent Generation in History', Footwear News54(19): 36.
60.
Solomon, M.R. (1983) `The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective', Journal of Consumer Research10(December): 319-329.
61.
Spring, G. (1997) `Television Desperately Seeking Teenagers', Electronic Media16(9): 14.
62.
Stevens, E.L. and R. Grover (1998) `The Entertainment Glut', Business Week16 February.
63.
Strasburger, V.C. (1995) Adolescents and the Media: Medical and Psychological Impact. Thousand Oaks, CA: Sage.
64.
US Department of Health and Human Services (1982) `Summary Report', Television and Behavior: Ten Years of Scientific Progress and Implications for the Eighties1: 54-66.
65.
USA Today Poll (1998) `Market Research', MarketSource, URL (consulted 6 August 2000): http://www.marketsource.com/teen/tech.html
66.
Ward, S. (1974) `Consumer Socialization', Journal of Consumer Research1(September): 1-14.
67.
WWD (Women's Wear Daily) (1998) `Wired to Spend', 175(32): s4-s7.
68.
Yorke, J. (1998) `Nailing Down Moonbeams', Kidscreen, URL (consulted 30 April 2000): http://www.kidscreen.com/articles/ks23103.asp: 104.
69.
Zollo, P. (1995) `Book Excerpt: Not Quite the TV Generation', American Demographics21(5): 35.
70.
Zollo, P. (1999) Wise Up To Teens. Ithaca, NY: New Strategist Publications.
