Abstract
Advertising leverages linguistic concepts and metaphorical techniques to enhance the persuasiveness and expressiveness of products. In the current era of widespread electronic devices and online shopping platforms, advertising exerts an unprecedented influence on consumer behavior, particularly among adolescents at the peak of their cognitive development. Adolescents are more susceptible to the impact of advertising language due to their unique psychological characteristics. This paper combines theories such as behavioral economics and mental accounts to analyze the underlying causes of irrational consumption behavior among adolescents within the context of China’s distinct mental account structure. The study aims to examine the influence of different advertising approaches on adolescents’ consumption attitudes from a social-psychological perspective. Additionally, it proposes reform policy recommendations, including strengthening government regulation, enhancing educational guidance, promoting social governance, and conducting empirical research, to contribute to the creation of a civilized and harmonious developmental environment for adolescents.
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