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
Those children demand advertised food products and toys while moving in market with their parents. Children ranging in between 6 to 11 years of age watch TV commercials 3 hours a day and it is estimated that over the period of a year average child see about 20,000 advertisements (Adler et al, 1980). Most of the research in consumer behavior and specially on advertisement impact on children has focused two major points :(1) impact of TV commercials in shaping behavior and its positive or negative influence on children life and habits.(2) Role of TV commercials on the development and growth mental as well as physical of the children’s(Donohue, Meyer and Henke,1978).

RESEARCH DESIGN:

The aim of the research is to study the impact of TV advertising on impressionable minds of the children & it effects on their attitude & health. This paper deals with various factors like nature of the children, their likes & dislikes, the parent’s role in decision making & the influence of advertising on the buying habits of the kids. The data collection was done using convenience sampling method in the form of questionnaire. Analysis of data has been done using CHI-SQUARE test methods such as observed frequency table ,Expected frequency table . This paper not only concentrates on the findings but also suggests corrective measures to be taken up to