Impact of Advertising on Children’s Health
Anand Nawathe* Rohan Gawande* Sudhir Dethe*,** Synopsis Advertising has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance. The degree of impact of advertising on adults may be problematic but the outcome is devastating for children. Advertisers of children's television used to appeal to the parents earlier but now they appeal directly to children -- who do not have the emotional or cognitive tools to evaluate what's being sold to them. Television is no more just a source of entertainment for children. They showcase the must haves for a kid making them a consumer even before they have reached the age of 3. Thus the influence of the media on the psychosocial development of children is profound. Thus, it is important for the parents to know their child’s exposure to media and to provide guidance on age-appropriate use of all media, including television, radio, music, video games and the Internet. The objectives of this research paper are to explore both the beneficial and harmful effects of media on children’s mental and physical health, and to identify how the advertising industry can be regulated by formulating unified laws to prevent the over-exposure of children to the ad world. We are also emphasizing on directing children’s towards imbibing healthy food habits in them by suggesting parents to be more aware & regulating the advertisement targeted on children. We also have taken a review on what kind of regulations are implemented in some parts of world regarding advertisements targeting children’s & what kind of steps are being taken in India in this direction. Research Design The area of our research is to study how advertising has an impact on impressionable minds of the children & how it affects their psychology & health. Advertising comes in different forms such as television, print, radio & internet. So using such various communicating devices how the products are advertised to the so called new segment in the market. Our research project usually deals with various studies about the nature of the children, his likes & dislikes, parent’s role in the decision making & the influence of advertising on the buying habits seen by the kids. The data collection was done using convenience sampling in the form of questionnaire & personal interview. We had used various secondary sources for gathering data related to the research report. Analysis of data has been done using quantitative methods such as Arithmetic mean. Those analysed facts & findings are presented in different forms for ease of understanding by use of pie charts, chronological order. Our research report just does not concentrate on the findings but also suggests corrective measures to be taken up to minimize the after effects of the advertising world which will be always on the upsurge. The number of children exposed now to the ad world will surely increase as newly found segment will be heavily dosed for surviving in this competitive market. So our report aims at taking precautionary steps in the government’s front, ethical front of the advertisers and of course on the parental & children’s front.
*Department of Management Sciences, University of Pune (Pumba) **Correspondence address: 8/27, Sharad Hsg Soc.,Opp Bhartiya Vidya Bhavan, S.B.Road, Pune-16. E-mail: firstname.lastname@example.org
Part IV – Advertising & Society
History of Literature The term advertising is derived from the original Latin word ‘advertere’ which means ‘to turn’ the attention. Every piece of advertising turns the attention of the reader or the listeners or the viewers or the onlookers towards a product or a service or an idea. According...
References: Internet http://mib.nic.in http://indiantelevision.com http://www.my3q.com http://mofpi.nic.in http://www.cseindia.org
International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK
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