The Emergence and Evolution of the Term 'Teenager'

The journey of the term 'teenager' encapsulates a fascinating period of cultural evolution, paralleling the changing landscape of consumer behavior and marketing. This article delves into its origins, its usage, and its impact on advertising and societal norms.

Origins of Teenage Terminology

A noteworthy development in the 20th century was the birth of the term 'teenager,' which has become a vital component of our language and discourse. According to Merriam-Webster, the term 'teenage' first appeared in print in 1912. This suggests that the term 'teenager' was

Early Usage of the Term

Frank Sinatra, an iconic figure, played a significant role in defining teenage culture during the 1940s. A story in The New York Times on Frank Sinatra described him as an 'amiable young singer of popular songs who was inspiring extraordinary personal devotion on the part of many thousands of young people.'

Specifically, the decade was marked by the phenomenon of 'bobbysoxers' - teenage girls who were fervently devoted to Sinatra. Conducted during the 1940s, these girls were known for their distinctive bob haircut and their love for music, symbolizing a specific period in American youth culture.

Marketing Insights from Eugene Gilbert

The world of marketing and retail has long been shaped by keen observations and actionable insights into consumer behavior. Eugene Gilbert, a high school senior of the 1940s, offered one such crucial insight that altered business practices in his own store. Working in a Chicago shoe store, Gilbert noticed a significant gap in sales among teenagers, despite the availability of stylish sports shoes. His solution was straightforward yet profound - the store began to advertise directly to teenagers about its sports shoes. This strategy proved highly effective, turning around the store's fortunes.

Since then, Eugene Gilbert has made a career out of observing and highlighting the obvious aspects of teenage consumer behavior. Currently, he operates Eugene Gilbert Co., a Manhattan firm that generates annual revenue of between half a million to a million dollars by conducting studies on teenage buying habits. His work exemplifies the importance of understanding young consumers to drive success in the marketplace.

Impact on Hyphenation and Usage

The term 'teenager' was not immediately accepted, and its usage saw variations in the early 20th century. The Associated Press style manual initially advocated for the hyphenated term 'teen-ager.' This practice persisted well into the 21st century, though it is uncertain when the fully unhyphenated term gained widespread adoption. If this practice was still in place when the author began working in 1998, it provides a clear context for its usage in the 1940s. Thus, both the fully unhyphenated and the hyphenated forms were prevalent during the period Frank Sinatra was indeed a cultural icon to bobbysoxers.

Conclusion

The term 'teenager' represents a pivotal shift in the way society conceptualized and marketed to young people. From Frank Sinatra and bobbysoxers to modern-day insights from Eugene Gilbert, the journey of this term reflects the dynamic nature of cultural evolution and its impact on marketing and consumer behavior.

Keywords: Teenager, Frank Sinatra, Bobbysoxers, Teenage Culture, Marketing to Adolescents