Communicating with/Advertising to young people

There are a number of preconceived ideas concerning young people’s use of communication channels, based on the principle that they are only interested in media which are qualiœ ed as newthat they reject those which are seen as more traditional; and in fact, a large number ofadvertising campaigns nowadays are limited to the Internet and, what is more, they veer towardstechnical virtuosity and/or the search for originality, totally masking the advertisers message; however, children and teenagers, for example, are still big consumers of television – even if theyit in a different way – and they are very sensitive to the aesthetic dimension of a poster; on the other hand, they do not like their private life being invaded by advertising in the form of SMS messages; it is therefore important to bring forward scientiœfic arguments to feed this discussion which is still largely based on preconceptions, in order to better understand what can be said and how to say it combining traditional media and newer tools;