Jose Borghi, the chief executive officer of advertising agency, Mullen Lowe has taken a look at a survey in Brazil that examined celebrity influences on youth. Below are some of the analysis and insights offered by the Mullen Lowe Brasil publicist. It is important to point out that Jose Borghi is an expert in media, advertising and propaganda.
The survey analyzed by Jose Borghi was done by research group Provokers. Its goal was to determine which media figures held the greatest influence of youth aged 14 to 17 years old in Brazil. Over 1,000 young people were questioned during the survey across the country. A surprising takeaway from the survey mentioned by Jose Borghi is the fact that television media still plays a big role in influencing youth behavior and values. This is despite the fact the more and more youth are spending more time on the internet and smartphones.
Youtube personalities and celebrities were found towards the top of the list, but they fall behind TV personalities and figures when it came to total influence and popularity. TV is still king when it comes to popularity and influence despite the fact that the internet is rapidly rising in use, prominence and influence. Parents, spouses and marketers should pay heed to this. Don’t ignore the medium of TV. TV ads are still highly effective and can really effect all demographics. That includes older youth and teenagers.
A trend on the internet is that teenagers and youths are increasingly interacting with YouTube celebrities. Jose Borghi has mentioned that this interaction is a great way for advertisers to market their goods or services and reach certain segments of the audience. The most influential celebrities were found by the Provokers study to be actors and comedians. For example, the survey listed actors and comedians, Tatá Werneck and Danilo Gentili as being the most influential and popular figures in the youth group it studied. Humor it seems plays a big role in Brazilian youths lives today, says Jose Borghi. They may like it because it allows them to forget about their daily problems and to enjoy themselves.
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