Social Influence of Television Advertisement on Children a Case Study of Selected Primary Schools in Somolu Local Government Area

9371 WordsJun 15, 201238 Pages
CHAPTER ONE 1. BACKGROUND TO THE STUDY Social influence is defined as “a change in an individual’s thoughts, feelings, attitudes, or behaviors that results from interaction with another individual or a group of people”. Social influence is distinct from conformity, power, and authority. French and Raven (1959) provided an early formalization of the concept of social influence in their discussion of the bases of social power. For French and Raven, agents of change included not just individuals and groups, but also norms and roles. They viewed social influence as the outcome of the exertion of social power from one of five bases: reward power, coercive power, legitimate power, expert power, or referent power. A change in reported…show more content…
Well when a young child sees something like that they can only think but to go try it themselves and maybe they will have fun and enjoy themselves. Children that are trying smoking are becoming younger and younger. Smoking has nothing good to offer to children but health problems later on in life. Television impacts children the most as far as advertising goes. Many children as young as three years old recognize brand named products and clothing. When these children spend time watching so much television they cannot help but be influenced by it; and want what they see. These children become so obsessed with having what they see on television that they continue to hassle their parents until they get it Some parents may even have trouble keeping up with the amount of money theft child thinks that they need so they may have the newest products out there. These children that are watching more television, are going to want more toys seen in advertisements and eat more advertised food than children who do not watch as much television (Strasburger, 2001). The British Medical Association, responding to the Government’s White Paper of November 2004, recommends an outright ban on advertising foods to children in the UK (see British

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