COOL

Continued from Page 124

influence," says Schweiger.
The advertising industry has
had the goods on the youth
market for years. Advertisers
understand what will motivate a
teenager to buy a product. Mar-
tin Friedman, group media
supervisor of planning at W.B.
Doner, explains, "For clothing or
most anything associated with
the teen market, peer pressure
is one of the major factors
motivating teenage buying."
Peer pressure is the underly-
ing theme in many print ads
and commercials for girls'
clothing. The clothing item is
portrayed as the solution to all
of a teenager's problems. With

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Brand X jeans, she will be
socially accepted, popular,
beautiful and successful.
The emphasis on role models
is also successful with teenage
ad campaigns. "Teenage girls
relate more to an older model
in her early 20's, to position
themselves as slightly more
sophisticated than they are,"