STUDY ON THE IMPACT OF TV ADVERTISING ON CHILDREN Essay

6144 Words Nov 19th, 2009 25 Pages
Market Forces January 2008

Vol. 3 No. 4

SHOULD WE ALLOW OUR CHILDREN TO WATCH TV INDEPENDENTLY: AN EMPIRICAL STUDY ON THE IMPACT OF TV ADVERTISING ON CHILDREN
TARIQ JALEES & AMBREEN NAZ

College of Management Sciences PAF-Karachi Institute of Economics and Technology tariqj@pafkiet.edu.pk Abstract The purpose of this study is to (1) deliberate upon the impacts of television advertising on children, (2) identify the critical “impacts”, (3) empirically test the significant factors. Based on literature survey several impacts of adverting were identified including: (1) unnecessary purchasing (2) low nutritional food (3) violence (4) materialism. The variables derived though the literature survey were used to develop a close-ended
…show more content…
A television advertisement or commercial is a form of advertising in which goods, services, organizations, ideas, etc. are promoted via the medium of television. Most commercials are produced by an outside advertising agency and airtime is purchased from a Media Agency or direct from the TV channel or network. The main process used to “talk” to consumer is “advertisiing” (Donhaue, 1975).

Advertising and marketing is one of the major sources of influencing the culture and society (Friestad, 1994). It may also be pointed out that the culture also influences the pattern of advertising. 2.2 THE EFFECTS OF ADVERTISING

The advertising sectors deliberately tones down the influence and possible adverse influence of the product they are advertising. They tends to portray an ’innocuous” aspect of daily life in their commercial messages and hope that this innocent aspect of life would not only attract the attention of potential customers but would also influence them (Adler and et.al, 1997). The advertising has positive and negative influences. The opponents and critics of advertising portray the negative effects, while those in favor emphasize the positive aspects. Some of the commonly deliberated impact of advertising are discussed below: a) The Ability of Advertising to Attract Children’s Attention

Young children are more influenced from the TV advertisements as compared to other age groups. And they generally believe in what advertisements have to

Related Documents