Abstract
This paper discusses the dynamics of the reinvention of the social label "Garbage
teens" in a public service advertisement in Hong Kong. The effectiveness and
interpretations towards the label across the younger and older generations will be examined.
This paper aims to investigate and compare the effects of the Youth Square's advertisement on a group university students and their parents. It is argued that the underlying ideology of the advertisement is grounded on a 'capitalistic development‘ discourse in which the values of career achievements and progression are embraced. Yet, this ideology seems to be more appealing to the older generation than the younger ones, as it is observed that there is shift among the local youth in pursuing post-materialistic values. Hence, the 'Passionate teens' portrayed by the ad may not be very convincing and attractive to the youngsters.
teens" in a public service advertisement in Hong Kong. The effectiveness and
interpretations towards the label across the younger and older generations will be examined.
This paper aims to investigate and compare the effects of the Youth Square's advertisement on a group university students and their parents. It is argued that the underlying ideology of the advertisement is grounded on a 'capitalistic development‘ discourse in which the values of career achievements and progression are embraced. Yet, this ideology seems to be more appealing to the older generation than the younger ones, as it is observed that there is shift among the local youth in pursuing post-materialistic values. Hence, the 'Passionate teens' portrayed by the ad may not be very convincing and attractive to the youngsters.
| Original language | English |
|---|---|
| Publication status | Published - 2017 |
| Event | Annual Conference of Cultural Typhoon - Tokyo, Japan Duration: 25 Jun 2017 → 25 Jun 2017 |
Conference
| Conference | Annual Conference of Cultural Typhoon |
|---|---|
| Country/Territory | Japan |
| City | Tokyo |
| Period | 25/06/17 → 25/06/17 |
Keywords
- Youth
- Cultural resistance
- Discourse