Tarqeting Teens? I'm Not Buying It.

• Author: RAMSBURG, MICHAEL
• Position: Teenagers as advertising targets - Brief Article

CHARLESTON, WEST VIRGINIA--I saw a commercial for the Gap the other day. One happy guy surrounded by dancing friends was wearing a very awesome, light blue turtleneck. I decided to purchase it as soon as I could.

Two words: It sucked.

Somewhere between the ad and the first wash, something went wrong. The turtleneck began to fade. The strings began to pull apart. Soon I was left with nothing more than a large ball of faded strings. In the end, it was buried in the trash with yesterday's leftovers. I wasn't happy.

It seems I'm the victim of a campaign to win my money. Every day I come in contact with advertisements, and sometimes I give in without even thinking. On a typical day at school, the most popular kid is wearing a Tommy Hilfiger shirt--a walking ad better than a Gap commercial--and kids in the cafeteria are eating Fruit Roll-Ups and Oreos. Riding the bus home, I see a celebrity billboard asking: "Got Milk?"

Back at my house, I open the refrigerator and pour a big glass of milk. Then I invade the cabinet, searching for some Oreos to dunk.

Next, I check my e-mail. Up pops the AOL emblem. A cheery voice greets me: "You've got mail." Good. I open my account. One of the subject lines reads, "Want to become a millionaire? Just click here!"

I click the button out of curiosity. The pitch: You give us a down payment of $150, and we'll send...