STUDY ON THE IMPACT OF TV ADVERTISING ON CHILDREN

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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 direct relationship was found in the frequency (repetition) of commercial and ability to attract children’s attention. Children up to five years old are generally fond of hearing the same story again and again. Similarly, these younger children enjoy repetition of same advertisement again and again. This repeated transmission generally enhances their attention towards the ads, and in a few cases, it was found that the children tend to lose interest due to repeated transmission of the TV commercials (Wellman,1990). The advertisers prefer to advertise their products to children due to its deep impact. In view of the children’s importance of influencing purchase decisions the advertisers not only target them at home through television but also target them through advertisements in class rooms and schools (Palmer and et.al, 2004). As elaborated earlier, the children’s attention towards the advertisements is highly dependent on two factors. One is that it must be simple, and second is that it must contain some thing new for the children ( Rice and et.al, 1986). b) Children’s Comprehension of Television Advertising Children’s comprehension of advertising messages is dependent on (1) they must posses the skill to distinguish between commercial from noncommercial content; and (2) they must be skeptical towards the ‘persuasive intent’ of advertising within the limitation of their knowledge.
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