Food consumption influenced by television advertisements among generation-Y young consumers living in Budapest

Abstract

Considering Generation-Y, television has become part of their lives from early childhood. Television provides a possibility of recreation, with the aim to entertain or to provide everyday information. Consumers are surrounded by advertisements that appear on television. Advertisement professionals are aware that consumers do not watch television primarily to see advertisements, therefore they must create interesting, clever advertisements for companies that grab the viewers’ attention. Several feelings appear in advertisements for foods: emphasis is on the liveliness of youth, on friendships, family ties and other idyllic emotional states. Young people would like to resemble to the persons in the advertisements for the given foods. In our study, we examin the attitudes of Generation-Y youths in Budapest towards television advertisements, and we try to establish how traditional TV advertisement spots can influence them beside other advertising communication tools.