The Impact of Appeton's Manipulative Facebook Advertisements on Teenagers' Perception and Purchase Decision

Hari Krishnan, Mathan Raj (2023) The Impact of Appeton's Manipulative Facebook Advertisements on Teenagers' Perception and Purchase Decision. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research investigates manipulation being used in an intentional or unintentional way through advertising in order to influence teenagers' perception to purchase the product. In this research, the brand Appeton’s Facebook published advertisement will be analysed in terms of manipulative technique that is used by the brand to persuade teengers as their target market for their product (Appeton Essentials Teengrow) which is a height growth supplement. There are many debates and arguments present among medical professionals about health related advertising and also height growth products as the outcome benefits are not guaranteed. However supplemental advertising is a common product in the advertising market and generally consumed by people. Several studies in the past have been conducted among various aspects of manipulation that have contributed to this study such as manipulation through Facebook platform, health supplement product, advertising and also towards teenagers. However, the majority of the studies are more towards general coverage and lesser studies exposing actual brand’s that manipulate their audience with supporting evidence analysis to bring justice for this issue. This issue needs to be addressed for future advertisers to implement as a guideline to retain the credibility and value of advertising in Malaysia and globally. This research is conducted through online surveys in total of 150 respondents feedback through quantitative approach and also textual analysis performed by the researcher to cover the in depth element that was used throughout the advertisement. Combining these two approaches will generate a solid all rounded research outcome that covers all areas that matter.