Advertising a Video Game for Teen Demographic: To Appeal or Not to Appeal

In today's world, where advertising runs everything, competition in business is fierce, and lawsuits have become second-nature to citizens, it is often a difficult task to create and market a new product that will not only appeal to a targeted audience, but not offend the rest of society. For many, the key ingredient to successful marketing and advertising lies in the method of taking something audiences feel familiar and comfortable with, and putting a fresh, unique spin on it in order for the product to be considered updated or new. When considering the demographic age group of 12 to 15 years old, perhaps one of the hardest audiences to reach, one must consider these tactics, while also keeping in mind that our culture is ever-changing, as are its values. If I was a senior executive responsible for marketing the latest video game to this demographic, I would keep these ideas in mind.

First, I would take into consideration the experiences and frame of mind of kids in that age group today. I am embarrassed to say that the majority of my younger cousins in that age group are remarkably more advanced than I was at that age, technologically and educationally. For example, I did not take a language class until high school and that was because it was a requirement, whereas my cousins are learning Spanish and French starting from third grade on to eighth and beyond. In addition, I consider myself lucky enough to have gained sufficient computer skills in high school that will get me through college, but I remain dumbfounded at how quickly and easily my twelve-year-old cousin can speed through Internet programs and utilities, not to mention all the little advanced, gadget circuitry he knows how to use. In this way, I would keep in mind to give kids in that age group a bit more credit, as a video game, although a form of entertainment, is still a visual and mental experience which needs to be on the same level of thinking as kids that age.