Effectiveness of Television Advertisement Towards Eating Habits of Children in Tirupur City
Keywords:
Television advertisement, children’s behavior, parent’s opinion, influenceAbstract
This research emphasizes on the impact of television food advertisement on the eating habits of children; for this, the study is conducted on 160 respondents in Tirupur city; data were analyzed by percentage and Garrett ranking technique under convenient sampling techniques. The study concentrated on the elements of television advertisements that influence children to seek food products and the kinds of foods that children demand after viewing advertisements on television. Children are a particularly susceptible target market and are readily seduced by marketing. The primary goal of the research is to understand how youngsters consume food and what they like to buy. The children will insist their parents to buy the product after they watch the TV food advertisements. The report also reveals what parents think about food advertisements on television. According to national legislation and advertising standards, advertising to children is the act of promoting or advertising goods or services to children. Children come across advertising through TV, radio, billboards, magazines and newspapers; and innovative forms of advertising are developing all the time. It is important for young children to know that advertisers are trying to make you buy something. Advertising has a significant impact on society today because it particularly targets the brains of children. Advertisers target children because they can easily lure them. Children insist their parents to purchase what they see or hear on television. Advertisers choose children because they are easily influenced, and they spent money if they find something interesting. Children are encouraged by advertisements to convince their parents to buy the things featured in the ads, regardless of how beneficial they may be. If they are not given the product, the children often become stubborn. Children frequently lose the capacity to live a
life devoid of materialistic delight after viewing the glitter of TV. Kids are frequently more drawn to expensive branded goods.
References
Edwin Ogbu I, Tarnongo Moses O, Alakali Terfa TF. Impact of Television advertisements On Children: A Case Study of Makurdi Town. IOSR Journal of Humanities and Social Science (IOSR-JHSS). 2013 Mar–Apr; 10(3): 82–91. e-ISSN: 2279-0837, p-ISSN: 2279-0845.
Rathod Raju M, Parmar Bhavana J. Impact of Television Advertisements on Children: An Empirical Study with Reference to Chocolate Brands. Pacific Business Review International. 2012 Nov; 5(5): 85–95.
Gargi Barve, Aakriti Sood, Nithya S. Effects of Advertising on Youth (Age Group of 13-19 Years Age). International Journal of Management and Economics Invention (IJMEI). 2015; 1(10): 422–435.
Ghulam Shablir Khan Nilazi, Javaria Siddiqui. Effective Advertising and its influence on consumer buying behaviour. Journal of Advertising. 2012.
Halford Jason CG, Jane Gillespie, Pontin Eleanor E. Effect of television advertisements for foods on food consumption in children. Human Ingestive Behaviour, University of Liverpool, Accepted 26 November. 2003.
Pearson N, Biddle SJ. Sedentary behavior and dietary intake in children, adolescents, and adults a systematic review. Am J Prev Med. 2011; 41(2): 178–188.
Vijayapushpam T, Maheshwar M, Rao DR. A comparative analysis of television food advertisements aimed adults and children in India. Int J Innov Res Sci Eng. 2014; 2(6): 476–483.
McCall KL. (2003). Differences Between Marketing and Advertising. [Online].http://www.marketing profs.com/print.asp?source=%2F2%2Fmccall5%2Easp. Accessed on June 10, 2017.
Robert, et al. Food Advertising Directed at Children Report produced by University of Ottawa.2017.
Robinson. Advertising and Promotion. 7th Edn. Tata McGraw Hills; 2019.
The Infant Milk Substitutes, Feeding Bottles and Infant Foods (Regulation of Production, Supply and Distribution) Act, 1992 as Amended in 2003 (IMS Act). Available online at: http://www.bpni.org/docments/IMS-act.pdf
