Abstract
This paper investigates the impact of idealized images used in clothing brands on teenage girls. The role of teenage girls in the clothing market is explored as well as how adverts are consumed. The use of idealized images is compared with other marketing strategies such as social validation. Both economic and psychological impacts of the use of idealized images are discussed. This paper concludes that although there are positive economic advantages to idealized images these are limited and are not as impactful as other strategies. However, the psychological impact is resoundingly negative. This has the implication that protection is needed for teenage girls from adverts as firms use them to increase sales.
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