The role of social advertising in continuity with the system of values of adolescent youth

Abstract

One of the most complex and most demanding life stages, speaking about the attitude and coping, is the adolescent age. In each stage, the adolescent youth is a bit different and copes with different troubles with themselves, as well as with the inclusion within the society, the characteristic feature of which becomes not only weakening authority of family and school, of the primary socialization factors, but mainly strengthening role of the media, or the advertisement, with the omnipresent presentation of values of the modern consumer society reflecting in the growing consumerism. The aim of the study is not only to determine the preference of values of today’s adolescents, specifically in their teenage years, but to discover what the role of advertising messages is in the particular stage of life, and especially what the impact of social advertising is. © The Turkish Online Journal of Educational Technology.