Effects of Advertisement on Indian Children
Impact of Advertisements on Children in India
Abstract
Background: Advertisements has been a part of our culture and its impact of young children has been a concern for quite some time. The Society at large must raise their voice. Aim: This study was conducted to find out the implication of irresponsible advertisements and their impact of children of aged 7-15. Methods: Cross-sectional study was conducted on children and parents with two separate independent questionnaires. 500 students from schools and 120 families are the subject of the study.
Results: Rise in the sales of junk food, growth in TV ads, harmful content broadcasting, and no regulation over unhealthy food and development of bad habits among children. Conclusion: Strict enforcement of regulations on advertisements in any form, corrective measures and a need of guidelines under the supervision of the government and society.
Keywords: Advertisement, Children, Health, Regulation
Introduction
The term advertising is derived from the original Latin word ‘advertere’ which means ‘to turn’ the attention and according to the New Encyclopaedia Britannica, “Advertising is a form of communication intended to promote the sale of a product or service to influence the public opinion to gain political support or to advance a particular cause.”Today Children purchasing power is approximately $ 700 billion which is more than the economy of 115 poor nations combined. In a complex world of capitalization and heavy market competition, advertisements play a vital role in persuasion of consumer towards lines of products. Advertising is rightly considered as one of the most powerful means of influence on mass consciousness. Over its long history, advertising has evolved and has become a dominant sub-culture of human life. Most of us do not realize how advertisement effects out life-style. Advertising is increasingly interfering in a person's life by controlling them on the conscious
Abstract
Background: Advertisements has been a part of our culture and its impact of young children has been a concern for quite some time. The Society at large must raise their voice. Aim: This study was conducted to find out the implication of irresponsible advertisements and their impact of children of aged 7-15. Methods: Cross-sectional study was conducted on children and parents with two separate independent questionnaires. 500 students from schools and 120 families are the subject of the study.
Results: Rise in the sales of junk food, growth in TV ads, harmful content broadcasting, and no regulation over unhealthy food and development of bad habits among children. Conclusion: Strict enforcement of regulations on advertisements in any form, corrective measures and a need of guidelines under the supervision of the government and society.
Keywords: Advertisement, Children, Health, Regulation
Introduction
The term advertising is derived from the original Latin word ‘advertere’ which means ‘to turn’ the attention and according to the New Encyclopaedia Britannica, “Advertising is a form of communication intended to promote the sale of a product or service to influence the public opinion to gain political support or to advance a particular cause.”Today Children purchasing power is approximately $ 700 billion which is more than the economy of 115 poor nations combined. In a complex world of capitalization and heavy market competition, advertisements play a vital role in persuasion of consumer towards lines of products. Advertising is rightly considered as one of the most powerful means of influence on mass consciousness. Over its long history, advertising has evolved and has become a dominant sub-culture of human life. Most of us do not realize how advertisement effects out life-style. Advertising is increasingly interfering in a person's life by controlling them on the conscious
Bibliography: Young, Brian M. (2002), “The Child’s Understanding Of The Intent behind Advertising”, Independent Television Commission. Dittmann, Melissa. (2004, June 6). Protecting Children From Advertising. Monitor on Psychology, 35, 1-4. Melissa Galvez. (February 26, 2010). Consuming Kids with Advertising. In Houston Public Radio. Retrieved 19/11/2012, from http://app1.kuhf.org/articles/1267227609-Consuming-Kids-with- Advertising.html.