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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 sb !"!#!.b!$!%&'!($.)*'

Submitted To:
Professor. Govindaraju Head of the Department Department of Communication Manonmaniam Sundaranar University Tirunelveli !"# $1" % mail &D ' actconference"$1"()mail.com

Submitted for:
(ACT-TNP Annual Conference on Globalisation, Local Media and Social Issues) D%P*+TM%,T -. C-MMU,&C*T&-, Manonmaniam Sundaranar University Tirunelveli

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Abstract: Children have become much more interested watching TV over many years and it has become a primary action to some lives. Typically, children begin watching television at an early age of one year, and by the age two or three children become enthusiastic viewers. This has become a problem because many children are watching television and the shows that they are watching (even if they are cartoons) have become violent and addictive. Now a days they are addicted to watching TV .Comparatively spending hour for playing is less than watching TV, play video games. TO !" all TV ads focused on children to attract consumers and were targeting the child viewer. Children in the #$%# years age group want to buy products (by the influence of ads). &onitoring of advertisements has become essential. Children that have large amounts of TV time have increased weight problems, decreased academic performance, and decreased sociali'ation s(ills. T +s , - ./-s-#, s,+01 !('s ,* 2(#0 , *3 TV A0"-/,(s(#& (#2$+-#)-s , -(/ ) ($0/-#4s !#0 *3 (, !22-),s , -(/ -!$, (# P*#0() -//1. Key Words: Advertising, children, Influence, television. INTRODUCTION: )ince the middle of the twentieth century, television has grown from a novelty to a fi*ture in +, percent of -ndian households. Over time, the character of the medium also changed dramatically. Once offering only three principal broadcast networ(s, viewers. choices now may e*tend to more than a hundred channels. Children are consumers of a variety of media, including computers, video games, print media, videotapes, music, and television. !lthough television is the most commonly used medium, viewing time varies with age. /rom two to seven years of age, children.s viewing time is about two hours per day. -ncreasing through childhood, it pea(s at about three and a half hours per day during middle school before dropping off to about two and a half hours per day during adolescence. C0-1 23N in -ndia now spend about three hours a day in front of the television screen. !n average child is estimated to have watched #,,,, hours of television by the time he or she enters first grade and 4#,,,, hours by the end of high school $$$ more time than would be spent in a classroom earning a college degree.

Television has become a potent agency of sociali'ation because li(e the family, school, and peers, it directly provides the child with e*periences which shape their attitudes and influence their behaviors. -n evaluating television.s influence on children, it is important to view this medium as an element in a matri* of influences in a child.s social environment. Television seems to become a growing source of parental an*iety. 5arents worry most of all about the amount and (inds of programs their children watch, and definitely these fears are legitimate. ADVERTISE ENT AND C!I"DREN: !dvertisements encourage the children to persuade their parents to purchase the products shown in the commercials, whether useful or not. The little ones tend to get adamant, if they are not bought the product. Children often tend to misinterpret the messages conveyed in commercials. They overloo( the positive side and concentrate more on the negatives. &any advertisements in the present times include dangerous stunts, which can be performed only by e*perts. 3ven though the commercials broadcast the statutory warnings with the ad, the (ids often try to imitate the stunts at home, with fatal results. 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 6oy. The (ids usually get more attracted towards the costly branded products, such as 6eans and accessories. They disregard the ine*pensive, but useful, ones that are not shown in the commercials. !dvertisements 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 lu*urious of children are altered by the advertisements, to a great e*tent. 7un( foods, such as pi''as, burgers and soft drin(s, are heavily promoted during children.s TV viewing time. This develops a craving for fatty, sugary and fast foods in (ids, thereby affecting their health adversely. #E"O$ ARE %INDIN&S %RO SO E O% T!E ORE RE"IA#"E STUDIES.

-n last 4, years impact of TV advertisements on children memory and behavior is the ma6or topic of debates in countries open for mar(et competition (8oddewyn, %+9:).Till %+99 advertising e*pense of TV program raised up to ;#,, million appro*imately (1eccese, %+9+). <hile loo(ing at the children responses to TV advertisement a research e*periment revealed that children=s food choices especially in snac(s are based on their e*posure to TV commercials (>orn and >oldberg, %+94).

!t(in (%+9%) also confirmed these findings in his e*perimental study and found that the children with heavy e*posure to TV advertisements are more li(ely to recall those brands while shopping in the mar(et and with their parents. Those children demand advertised food products and toys while moving in mar(et with their parents. Children ranging in between ? to %% years of age watch TV commercials @ hours a day and it is estimated that over the period of a year average child see about 4,,,,, advertisements (!dler et al, %+9,). &ost of the research in consumer behavior and specially on advertisement impact on children has focused two ma6or points A(%) impact of TV commercials in shaping behavior and its positive or negative influence on children life and habits.(4) 2ole of TV commercials on the development and growth mental as well as physical of the children=s( onohue, &eyer and 0en(e,%+B9). RESEARC! DESI&N: The aim of the research is to study the impact of TV advertising on impressionable minds of the children C it effects on their attitude C health. This paper deals with various factors li(e nature of the children, their li(es C disli(es, the parent=s role in decision ma(ing C the influence of advertising on the buying habits of the (ids. The data collection was done using convenience sampling method in the form of Duestionnaire. !nalysis of data has been done using C0-$)EF!23 test methods such as observed freDuency table ,3*pected freDuency table . This paper not only concentrates on the findings but also suggests corrective measures to be ta(en up to minimi'e the after effects of the advertising world which will be always on the upsurge. The number of children e*posed now to the ad world will surely increase as newly found segment will be heavily dosed for surviving in this competitive mar(et. )o this research paper aims at ta(ing precautionary steps in the ethical front of the advertisers and of course on the parental C children=s front. 'RO#"E SA %. Could be more time consuming 4. -t could have serious detrimental outcomes on both mental and even physical health of children @. )ignificant harmful effect on academic performance, poor grades and schoolwor( :. Negative influence of beliefs and behaviors O#(ECTIVE O% T!E STUD):

%. To investigate the impact of level in 5ondicherry state 4. To study the psychological attitude and health condition of children in 5ondicherry state. @. To discuss the effect of media advertisement in family especially young children. :. To study the economic fluctuation by media advertisement. #. To analysis the changing face of children over the year ?. To become proactive in learning to choose and use media advertisement wisely ET!ODO"O&) %OR I 'ACT O% EDIA ADVERTISE ENT ON

C!I"DREN IN 'ONDIC!ERR) STATE: 1. Quantitative Data collection methods a) 3*periments G clinical trials. b) Observing and recording well$defined events (e.g., counting the number of persons) c) Obtaining relevant data from management information systems. d) !dministering surveys with closed$ended Duestions (e.g., face$to face and interviews, Duestionnaires etc). e) 5rimary ata collection 2. ntervie!ing method a) -n depth interview b) /ace to face interview c) Telephone interview d) Observation method e) Computer !ssisted 5ersonal -nterviewing (C!5-) ". Questionnaires a) #a$er%$encil%&uestionnaires b) 1ess structured protocols telephone

c) 0eavily on interactive interviews '. Through (edia A!areness )et!or* a) (www.media$awareness.ca) <eb based Duestionnaires +. Qualitative methods a) -n $depth psychological analysis b) Observation methods c) ocument review ,. Survey methods a) )ampling in research b) Cross section study and longitudinal studies -. Statistical Analysis !)'OT!ETICA" CONCE'T: The children of 5ondicherry )tate have been seriously affected by the television advertisementH which is leading serious detrimental outcomes on mental and physical health. &y study goes to reveal a positive co relationship e*ists between time spent with television and its impact on the buying behavior of a child and its influence on family spending and s(ipping of concentration from their studies. RSU"T AND DISCUSSION:
Data .ollection #rimary d*t*

! Duestionnaire was prepared for getting the view of parents and their (ids on the purchasing choices and eating habits of (ids. -t was mainly directed towards what (ind of impact does the advertising has on the impressionable minds C how advertisement decides their buying and eating habit. The survey had to be done at the point of purchase. )o it was carried out in food malls where the brands are sold C places li(e 2ichi 2ichi , 7aya 3mporium $ 5ondicherry C places li(e schools where we can actually meet the parents. )econd part of the survey was conducted in my college

I!chariya !rts !nd )cience College Villianur ,5uducherry. -n my collage. /aculties comes from in and around puducherry with designed a Duestioner. !nother part of the survey was conducted by in depth interview, /ace to face interview, telephone interview, observation method,

Analysis of /indings0 Tabulation 1 #resentation

2))3.3SSA45 #24.6AS )7
TA893 .O8)32V3 /23EF3NC" T!813

).No % 4 @ :

-nsist on 5urchasing Commercial -nfluence Character influence Offering /ree Total

0ighly !gree :: :% :: :# %B:

isagree ? + ? # 4?

Total #, #, #, #, 4,,

3J53CT3 /23EF3NC" T!813 0ighly !gree &ore Candies :: /ast food Obesity 5refer to have 6un( food Total C0-$)EF!23 T3)T O
00 ! 01 7 00 ! 01 1

isagree ? ? ? ? 4:

Total #, #, #, #, 4,,

:: :: :: %B?

-% $.1 $ ".1 / $.1 $ 1.1 1

2%34" $."1 $ !."1 7 $."1 $ "."1 1

0/.1 ! 0/.1 ! 0/.1 ! 0/.1 !

2%34"5% $.$$1#0 # $ $.10/!# 6 1.1 $.$$1#0 # $ $.$11#" 0 $.1!!!! # 1.87356

43S29T: The egrees of freedom is @ The table value for ,.,# level of significance with degree of freedom @ is -.:1 )ince the table value of KL is greater than the calculated value 0ence 0o is accepted 9;W )2T4 T ;) /;;D
TA893 . O8)32V3 /23EF3NC" T!813

).No % 4 @ :

&ore Candies /ast food Obesity 5refer to have 6un( food Total

0ighly !gree :# :4 :: :# %B? 0ighly !gree :4.4 :4.4 :4.4 :4.4 :4.4 4%%

isagree # 9 ? # 4: isagree B.9 B.9 B.9 B.9 B.9 @+

Total #, #, #, #, 4,, Total #, #, #, #, #, 4#,

3J53CT3 /23EF3NC" T!813

).No % &ore infract rated with toys 4 5referring restaurant @ : on=t need hug, affection, 8ut an ipod, videogames etc . emand of Children increased

# Meen to (now about the thing which is broadcast Total C0-$)EF!23 T3)T
01 % 00 -% 1 2%34"

2%34"5% $.$""#" 1 #

7 $.1!!!! # $.$7$7$ 7 $.!!!!! # $ $ $.$""#" # $.1!!!! # 1.1/!/! 0

1 0" 6 00 ! 01 1

! 00 ! 00 ! 00 !

1 " " $ $ 1 1

1 0 0 $ $ 1 1

43S29T: The egrees of freedom is @ The table value for ,.,# level of significance with degree of freedom @ is -.:1 )ince the table value of KL is greater than the calculated value 0ence 0o is !ccepted . (AT34 A9 S(
TA893 . O8)32V3 /23EF3NC" T!813

).No % 4 @ : # &ore infract rated with toys 5referring restaurant on=t need hug, affection, 8ut an ipod, videogames etc . emand of Children increased Meen to (now about the thing which is broadcast Total

0ighly !gree :: :# :, @9 :: 4%% ? #

isagree

Total #, #, #, #, #, 4#,

%, %4 ? @+

1$ 3J53CT3 /23EF3NC" T!813

).No % &ore infract rated with toys 4 5referring restaurant @ on=t need hug, affection, 8ut an ipod, videogames etc . : emand of Children increased # Meen to (now about the thing which is broadcast Total

0ighly !gree :4.4 :4.4 :4.4 :4.4 :4.4 4%%

isagree Total B.9 B.9 B.9 B.9 B.9 @+ #, #, #, #, #, 4#,

C0-$)EF!23 T3)T
00 ! 01 1 0$ 1$ /6 1" 00 ! % 0"." #.6 0"." #.6 0"." #.6 0"." #.6 0"." #.6 -% 1.6 1.6 ".6 ".6 "." "." 0." 0." 1.6 1.6 2%34" /."0 /."0 #.60 #.60 0.60 0.60 1#.!0 1#.!0 /."0 /."0 2%34"5% $.$#!## # $.011/6 1 $.161#6 " 1.$$11" 6 $.110!7 " $.!"$11 / $.016$$ 7 "."!11/ 6 $.$#!## # $.011/6 1 5.58998 7

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RESU"T: The egrees of freedom is : The table value for ,.,# level of significance with degree of freedom @ is <.'< )ince the table value of KL is greater than the calculated value 0ence 0o is !ccepted . CONC"USION: &y research wor( has helped to conclude that the television advertisement has been giving great impact on child health as well as variation occurring in psychological attitude in 5ondicherry locality. The study has revealed a positive co relationship e*ists between time spent with television and educational progression. /urthermore, it gives wrong impact such as buying behavior of a child, adamant nature, financial loss of family and fluctuation in economic status of family.

RE%ERENCE:
Childhood Obesity$ /ood advertising in conte*t$Children food choices, 5arents understanding and influence, and the role of food promotions httpAGGwww.ofcom.org.u(GresearchGtvGreportsGfoodNadsG isney Channel &iddle 3ast. (4,,:). ITelevision 3*pert !dvises 5arents to be !ware of Their Children=s TV Viewing.O 5ress 2elease. !vailable onlineA www.pressreleasenetwor(.comGdisneyGnews.phtml iet', <0, %++@, Television, Obesity and 3ating isorders, !dolescent &edicineA )tate of !rt 2eview )ilverman, <. 7accard. 7. C 8ur(e, !. (%++9) Children=s attitudes toward products and recall of product information over time. 7ournal of e*perimental Child 5sychology "oung 8. (4,,,) Television advertising and children. O*ford, Clarendon, 5ress. Websites: )earch 3ngineA www.yahoo.com, www.google.com