As consumers, when we buy a product or service, it is likely a decision we take based on our needs and wants. However, today the trend has changed; our purchases depend heavily on the intensive advertising octopus that has gripped consumer buying behavior in its tentacles. The influence advertising has on the youth is enormous, it has taken away their will and ability to make decisions, has influenced the dress code and the food they eat.

When considering the fact that advertising has influenced decision making, it is portrayed when the youth are highly adamant to own the latest gimmicks circulating in the markets. By this I mean the latest phones: E 71, iPod, N 90 and other high tech ones, cyber shot cameras: be it a Sony or Nikon or an Olympus and likewise there are many more gadgets which have become a must have among the youth of our society. If they don’t own one, then it creates a symbol of being underprivileged. The persuasive advertising for these gadgets have such an influence on them that they disregard the cost of the gadget or the pain it takes their parents to earn the money for these things. The youth barely sit to understand the actual use of these gadgets; rather these things create an image for them.

Another effect of advertising is portrayed on the youth’s attire. A few ads on the mass media totally change the dress code of our youth even if it means stepping out of traditions and culture as long as it makes them look cool and stylish. Here again due to these ads, parents’ pockets are strained just to keep their children’s needs intact.

Finally, today I have personally observed that even what our youth eat is an influence of what our advertisements are advertising. Healthy eating habits have been washed away by fast food meals. This in turn has caused obesity and ill-health that today medical examiners are trying to fight. The youth are not getting enough nutrients, instead are absorbing substances that are not only unhealthy for their bodies but creating a harmful situation in society as well.

In light of the above, advertisements as I see should be there to create awareness but should reduce its grip on consumers. It is becoming quite an unethical practice of advertisers to increase their intensity of exploiting consumers just to increase sales and profits.