Impact of Global and Local Media Advertisement on Children

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IMPACT OF GLOBAL AND LOCAL MEDIA ADVERTISEMENT ON CHILDREN Submitted by: S.BHAVANA ASSISTANT PROFESSOR DEPARTMENT OF VISUAL COMMUNICATION ACHARIYA ARTS AND SCIENCE COLLEGE VILLIANUR, PUDUCHERRY 9976228555 sbhavana.bala@gmail.com Submitted To: Professor. Govindaraju Head of the Department Department of Communication Manonmaniam Sundaranar University Tirunelveli - 627 012 E-mail ID : actconference2012@gmail.com Submitted for: (ACT-TNP Annual Conference on Globalisation, Local Media and Social Issues) DEPARTMENT OF COMMUNICATION Manonmaniam Sundaranar University Tirunelveli Abstract: Children have become much more interested watching TV over many years and it has become a primary action to some…show more content…
The flashy advertisements broadcast in television generate impulse shopping in children. Children, after watching the glitter of commercials, often lose the ability to live a life without materialistic joy. The kids usually get more attracted towards the costly branded products, such as jeans and accessories. They disregard the inexpensive, but useful, ones that are not shown in the commercials. Advertisements have an indirect effect on the behavior of children. They might develop temper tantrums, when deprived of the latest toys and clothes that are shown in the commercials. The personal preferences in clothing, toys, food and luxurious of children are altered by the advertisements, to a great extent. Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during children 's TV viewing time. This develops a craving for fatty, sugary and fast foods in kids, thereby affecting their health adversely. BELOW ARE FINDINGS FROM SOME OF THE MORE RELIABLE STUDIES. In last 20 years impact of TV advertisements on children memory and behavior is the major topic of debates in countries open for market competition (Boddewyn, 1984).Till 1988 advertising expense of TV program raised up to $500 million approximately (Leccese, 1989). While looking at the children responses to TV advertisement a research experiment revealed that children’s food choices especially in snacks are based on their exposure to TV commercials (Gorn and Goldberg,
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