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This report summarizes the present state of knowledge about the effects of television advertising
on children. After a discussion of children's television viewing patterns, the report reviews the
existing research relevant to such issues as children's ability to distinguish commercials from
program material; the influence of format and audiovisual techniques on children's perceptions of
commercials; the effects of characters in commercials, self-concept appeals, premium offers,
food advertising, the volume and repetition of commercials, and medicine advertising; violence
and unsafe acts in commercials directed to children; the effects of television advertising on
consumer socialization; and television advertising and parent/child relations.
E. Hitchings and P. J. Moynihan
A relationship was found between the foods for which the children could remember the
advertisement and the number of these foods which the child ate (r=0.58). For individual food
groups the relationship between foods remembered and foods consumed was strongest for soft
drinks (r=0.68) and crisps and savoury snacks (r=0.61). Four out of 10 of the most frequently
requested foods were amongst the 10 most frequently recalled television food advertisements.
Conclusions: The results support the hypothesis that television advertisements influence food choice.
Donkin, A.J.M., Tilston, C.H., Neale, R.J. and Gregson, K., “Children’s
food preferences: television advertising versus nutritional advice”,
British FoodJournal, Vol. 94 No. 9,1992, pp. 6-9
It concluded that 39 per cent of the products requested by the children had been advertised in the
six-month period prior to the survey and that “in some cases” the frequency of requests for types
of products was significantly related to the intensity of the advertising campaigns.This result
should not be taken as evidence that advertising causes purchase requests, and the well-known
adage that “correlation does not imply causality” can be cited, as one is unable to establish
whether the relationship (if one indeed exists) between purchase requests by children of various
food types and the advertising of different foods to children is a consequence of the child
responding to adver-tising or the advertiser responding to the wants of the child market.
Bolton[ 171
used a mathematical modelbased on multivariate analysis to estimate the power of television
food advertising relative toother variables such as the kind of supervisionand behaviour of the
parents, and the prevail-ing patterns of diet and other characteristicsof the child. She concluded
that such advertis-ing had a small and relatively insignificanteffect on nuuitional and physical
wellbeing.In conclusion, there is evidence that theadvertising of food products, such as cereals,to
children will produce a short-term effect sothat children will tend to want that brand andchoose
that brand. There is also evidence forlinkage between the presence of brands ofcereals in the
household and the extent towhich the child has viewed commercials forthese brands. All of these
studies are fromNorth America
Dr. A Sivakumar and Mr. K.Manoj
From the study it is concluded that the junk food is consumed by the teenagers because of its taste,
variety etc., and they are partially aware about the junk food safety level and nutrient factors. They think
that the junk food is good but fattening. The television advertisement helps to attract the teenagers and
play an important role in the buying behaviour of teenagers. As the price of some junk food like fries,
soft drinks etc., is low compared to fresh juices and healthy foods due to low price also the teenagers
preferring junk food. And the future trend for the junk food is increasing day by day as it is liked by most
teenagers and children’s
Impact of TV Advertisement on Children Attitude in Karachi Shaista Kamal Khan*, Sheheryar Syed**
The researcher discussed the impact of TV advertisement on children attitude in Karachi of the age of
10-15. Data which gathered it shows that children are very much aware about the products and they
compare different products TV advertisement. Advertisement is the main purpose which not only
changes the behavior regarding TV commercials it also change their buying behavior. The researcher
used Rosster’s Likert-scale to evaluate the attitude of children’s toward advertisement. Children are very
much aware about the good and bad aspects of TV advertisements. In this research study researcher
found out six variables (poor taste, annoy, reality, good only, different and attract me). In this research
the result show that depict is the most important factor that highly influence on children attitude
towards TV advertisement. Marketer or advertising agencies should understand the psychic of children
before launching any TV advertisement. So for the advertisers it’s necessary to not ignore children
because they are the important content of their advertising campaigns. It is also clear that if
advertisements are created professionally they can be a good effective media for conveying the message
in a child segment. Lastly advertisers are required to focus on the content of the advertisement, they can
not only rely on comic and colors in the children related advertisement, over promising in the
advertisement campaign must be avoided by them.