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320087JOURNALOFBEIJINGYOUTHPOLITICSCOLLEGEVol.17N0.3Jul.2008(,!32):,,,,,,,::G44:A:10084002(2008)03002506Abstraet:ThedeveloPmenofmarketandmediamakesmoreandmoreadvertisemenaimjngateenagers.Asaeonsuminggroup,teenagersareattheimportantsageofforrningtheirselfhood.Whateffeetsmaytheadvertjsementshaveonheeenagers?WataretherelajonshiPbetweenheadVerisementandteenagersselfdevelopment?Howtodealwihthenegativeeffeetsofadvertisemen50eenagersselfdevelopment?Weshouldthinkoverhesequesions.Thisessayanalyzesteenagerspsyehologiealmotjvebeh!ndheadoleseeneeadvertisemenbehaviorsandPenetratesintotheadoleseeneeadverisementfunetionsysemfromselfeoneePtandselfdeveloPmen.Keywords:advertisement,teenagers,selfeoneept,selfdevelopmen,,,,,,:,,,,()()()()(Justdoit!)(),:20080612:(1974es),,,,,,Me??,,,(selfconcePt),,,,,,1024,18,,,,,,,,,,,,,,,,,,,,,,,,,?,,,,,(symbolicselfcomPletiontheory),,,,,,,,,,,,,,,,,,,,,,,,,,,,(Ogllvy&Mather),1319,,,MP3,1825,MOtoMP3,RaP,,,,,,,,,,,,,,,,,;,,,82%,67%,,,,,,,,,,;,,;,iPod,(selfimagecongruencemodels),,,,,,,,,,,,,,,;,,,,;,,,,,,;,,,;,,,,,,,,,,,,,;,,,,,,,,,,,,,,,,,,,(Pierce&others,1994,1995),,,,,,,,(attitudeinoculation),,:1.,,,,,,2.,,,,,,,5.!,,,,,,4.,,,NBA,,,,,.(RobertLevine),l,2O,,,,,,,,,,,,41024,6l1519,15190.9,910,199013192400,,204034005,,,,,,,,,,:11.R.().[M].:,!999.[z].().[M].:,2000..MJ.:,1999.4].().22M].:,2005.51.().[M].:,2004.!6RajeevBrt:a,JohoG.Myers,David.Aaker().()!M.:,1999.7]..[M.:,2005.s].().(8)[M}.:,2006.9].().(8)[M].:,2005.(:)