EFFECT OF TELEVISION ADVERTS ON CHILDREN
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- Recommended for : Student Researchers
- NGN 3000
Abstract
Television advertisements are considered as one of the most effective source to influence the children’s buying behavior. In this study we examine how TV advertisements are associated with children’s behavior in today’s children from AMAC area of the FCT. We investigate the impact of different types of TV advertisements that was Food Advertisement, Violent advertisement, Music advertisement, Exposure in Advertisement and Repetition of Advertisement on children’s buying behavior. This research goals to answer the questions that whether the residential background of children i.e. rural, urban has a changeable impact on the behavior due to the television advertisements. We also compare the impact of television advertisements among having different educational background and among those having different income level households. For this purpose, we visited different areas in AMAC and checked the response of children’s parent. The current study is based on primary data which is conducted on a 5 - point Likert scale (1 = Strongly Disagree, / 2 = Disagree, / 3 = Neutral, / 4 = Agree, / 5 = Strongly Agree) questionnaire. Different households were selected at random and a total of 175 questionnaires were circulated, but we recorded 150 questionnaires so the response rate was 87 %. The collected data was analyzed and we run correlation and regression analysis through SPSS. The results exposed that there is positive and significant relationship of all independent variables with Children’s behavior. The results of the research paper show that all class of people are agree with the statement that television advertisements have considerably influenced their children’s behaviors. Finally, we have some findings, limitations, conclusions and suggestions which has been written in this study.
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