Volume : III, Issue : II, February - 2013

The Force of Television Advertising on Children’s Healthiness

M. Karthikeyan, Dr. P. Sivakami

Abstract :

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 childrens 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 whats 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.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

M. Karthikeyan,Dr. P. Sivakami The Force of Television Advertising on Children’s Healthiness Indian Journal of Applied Research, Vol.III, Issue.II February 2013

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