1. Critical Literature Review (1200 words = 20%)2. Research Proposal (500 words = 15%)Word count: 1,700 words (+/- 10%) excluding referencesInstructions: Find and critically review and evaluate at...

Critical Literature Review & Research Proposal         2
CRITICAL LITERATURE REVIEW & RESEARCH PROPOSAL: IMPACT OF YOUTH MEDIA ON ADOLESCENT BEHAVIOUR
Table of Contents
Critical Literature Review    3
Research Proposal    6
References    9
Critical Literature Review
The influence of the youth media on the adolescent behaviour has been a topic of interest for researchers for several years. With the growing aspect of social media and internet the people are increasingly exposed to the various forms of media which can have both the positive and the negative effects on their development. Advertising is a powerful tool that are used by the corporations to shape the perceptions of the consumers towards their products and services. Corporate advertising targeting young people has been a subject of interest for the researchers as it shapes the consumer behaviour of the young people (Van et al., 2021).
Literature has suggested the role of advertising in the modern marketing as one of the most specific contexts. The importance of advertising has been given relevance in shaping the consumer behaviour and the way you target the specific demography including young people. The literature is also relevant that provide insights about the theoretical foundation for understanding the role of advertising in the marketing and how it influences the ideal young consumer (Sternadori, 2020). It is also a specific to find that many article have examined the influence of gender and product type on the advertising appeals and attitude towards the advertising. The article has significantly contemplated and highlighted the importance of understanding the target audience when creating advertising campaigns. Relevant literature has also emphasized the need for the aspects of considered diversity of the target audience including the gender and the product type. This has to be more significant while demonstrating the aspect and the role of the industry in the commercial development of the youth market.
Literature has also contemplated the importance of the industry foresight in creating advertising campaigns that resonate the young people. It is also relevant that the literature is effective to contemplate with the emphasis on the need to challenge the dominant narrative perpetuated by advertising campaigns and to create a more diverse and inclusive representations of the young people. It is also relevant to the research aspects that has highlighted the impact of advertising on the ideal young consumer and the aspects it perpetuates the myth of meritocracy.
Some literature has also focus to examine the relationship between the popular feminism and popular misogyny in the media. Modern literature has contemplated to highlight the impact of advertising on the ideal young consumer and how it perpetuates the stereotypes in the advertising and creating a more representations of young people. It is also relevant to consider how the situation of the gender stereotypes are represented in the society.
Relevant research had also examined the role of social class and upward mobility in the consumer research (Lou, 2020). The literature has emphasized on the relevant aspects that has highlighted the impact of advertising on the ideal young consumer and how it perpetuates the social class distinctions which emphasizes the need to challenge the dominant narrative perpetuated by the advertising campaigns and to create the formal aspects and theoretical insights. The literature has also significantly given importance about the understanding of the theoretical foundations of advertising and it’s a role in shaping the consumer behaviour. Comprehensive overview in most of the Literature has contemplated the role of advertising in the modern marketing and emphasizes influence on shaping the consumer behaviour. Relevant literature has also highlighted the importance of understanding the target audience and creating advertising campaigns that resonate with them. In most cases it has been found that the literature has also emphasized the...