Exploiting insecurities. Brands appealing to teens take advantage of their particular vulnerabilities: the desire to fit in, to be perceived as attractive, and to not be a huge dork. Teens are extremely attuned to their place in the peer hierarchy, and advertising acts as a kind of "super peer" in guiding them toward what's cool and what's acceptable. Both teen boys and girls are highly susceptible to messages around body image, and marketers use this to their advantage