We can all imagine a smiling, happy, white teethed youngster trying to sell us a soft drink or a pair of trainers, but as today's consumers are sophisticated readers of various texts, the stereotypical clean cut kid won't do. This is why advertisers use a third type: youth-as-trouble-as-fun.
Again it can be argued that these representations are designed to influence youth into adhering to the establish adult culture, which in western countries is capitalism. In capitalism your role is to consume, and to work to consume, so while the image of having a warehouse party with Snoop, David and Dappy while wearing an pair of adidas original Rod Lavers may seen wild and free, you would have to have worked all week to pay for your shoes and the bus fare home.
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