IMPACT OF TV ADVERTISING ON CHILDREN’S BEHAVIOR

Abstract

The purpose of this research is to make a review of the impact of television advertisements on children’s behavior in Sri Lanka with special attention given to understanding the potential effect of TV advertising and specific pessimistic view of that exposure to young audiences. The study was conducted by using both primary and secondary data. The primary data were collected through the survey conducted in three (3) selected areas (Colombo,Gampaha and Kalutara) of the Western province and, prescheduled questionnaires were distributed among a sample of 200 parents and children, which is enough for generalization of results. In selecting them, nonrandom convenience sampling tool was employed in accordance with the judgment of the researchers. Secondary data were collected by relevant journals, reports, articles, published data of relevant authorities and the Internet. Descriptive statistical techniques were utilized to analyze the data with the help of the SPSS package. The major statistical techniques which were used in this study are the percentage analysis, correlation and regression analysis. Findings indicated that television is not only providing entertainment, but also force young children to demand for must have items. Earlier, young children were off limits to advertisers and now they directly appeal to them. This has resulted in adverse effects on the way children interpret and understand the message being presented to them. So, all aspects of the impact of TV advertising on children has spoiled their habitual actions, leading to pester,  emerge conflicts and animosity in the family, increase the family budget, make demand for less nutritious products linked with obesity and poor health, imitate celebrities etc while it provides limited advantages. Researchers recommend to   parents who desire to secure their children from unnecessary advertising exploitation, to have a clear understanding of these issues and, to the government to take necessary actions to control children’s targeted advertisements.

Keywords: Advertising, Advertising to Children, Influence on Parents, Television

For full paper: fmscresearch@sjp.ac.lk