The influence of digital advertising on the current generation

Digital Advertising materials and there negative effects

  • Miriam Mattova Vysoká škola manažmentu, Panónska cesta 17, 851 01 Bratislava


Marketing contributes to the influence of the generation in the 21st century. The aim of the advertising agencies, which are a part of the marketing industry, is to make the advertised product a success no matter what consequences it has for the audience. The advertising agencies developed great photo manipulation software’s, which shaped the industry over years. The history of the development of the portrayal of women in mass media led to the changes in social norms and social standards. The changes of the body image in advertisements are mainly due to the growth of the photo manipulation business. The advertisement companies influence the young females to an extent, which changes their own self-evaluation and behavioural outcomes. The influence of digital advertising on the current generation creates increasing negative effects that need to be removed or altered in order to reach business goals without negatively effecting the generation around us.
Research Article