IJASOS- International E-journal of Advances in Social Sciences

Abstract

In the modern
world of today, mass media has been a major tool of communicating viable
information to the public, which has been instrumental in affecting their
perceptions attitudes and the way of viewing things within their immediate
surroundings. With the increased technological advancement and innovation, mass
media has been revolutionary with the concept of social media taking a fore
step in replacing the traditional Media, in particular with the Millennials. The
purpose of this study is aimed at analyzing the impact of television advertising
on the image and perception of youths in UAE. This however will be achieved by
analyzing the following objectives: 1) To provide an overview on the effects of
television advertisements on the image and perception of youths in UAE; 2) To
understand the socio-cultural positioning of television advertisements in UAE,
and how it has enhanced unhealthy lifestyles; 3) To analyze the psychological
effects of modern technology and innovation towards television advertising on
the youths in UAE. The methodology I used is the survey. This study is
important since it tries to highlight the values and customs of UAE as a
country, and how modern media of western cultures has affected the growth and
development of youthful population in the country. It should however be
understood that, despite the media effects of western cultures having
entrenched into the cultural fabric of the UAE culture, it is the role of
various entities within the country to ensure that they regulate the effects of
such media and westernized content from affecting the perception and image of
their youthful population.