The Effects of Television Advertising on Children as Consumer

Topics: Television advertisement, Infomercial, Coca-Cola Pages: 40 (11924 words) Published: November 24, 2010
University of Halmstad School of Business and Engineering

T he E ffects of T elevision A dvertising on C hildren as Consumer


Author: Gülçin UYAN

Supervisor: Venilton REINERT



To my dearest parents


                      A bstract

Several researches show that the advertisements play an important role on customers choosing goods or services and especially are more effective on children as consumer. Advertising is to offer advertisements affects consumers. This study will be a qualitative approach will be done with 20 respondents, and the respondents are in the ages 12-21 and 45-55.




First of all, I would like to thank my dearest parents for their significant support during my stay in Sweden.

Second, I would like to thank my friend Fatma Ulu for sharing her knowledge with me during the whole semester and also during my study.

Finally, I would like to thank my supervisor Venilton REINERT.



T A B L E O F C O N T E N TS C hapter 1:

I N T R O D U C T I O N............................................................................................................6

1.1. Problem

.8 1.4. Structure of the Thes

C hapter 2: R ESE A R C H M E

3.1 Research Metho 3.2 Types of Research Design... 3.3 Population and 3.4. Data 12


C hapter 3:


2.1 The Role of Adverti 2.2 Television Advert 2.3 Parents are under the effect of th

C hapter 4:

4.1 E mpirical Study

C hapter 5: A N A L YSIS A N D C O N C L USI O N



election goes on every minute of the business day across the counters of hundreds of thousands of stores and shops where the customers state their preferences and determine which manufacturer and which product shall be the leader today, and which shall lead tomorrow." Bruce Barton (1955), chairman of BBDO, quoted in James B. Simpson, Contemporary Quotations, 1964, Binghamton, NY: Vail-Ballou Press, p. 82.

1. I N T R O D U C T I O N Every company has goals before starting to drive a business. The most significant objectives of the companies are to make a profit and to sell their products successfully. Nowadays, there is a competition among marketers to grab consumer attention. Firms

Lee and Johnson (2005, p. 3) state that


communication about an organization and its products or services that is transmitted to a target audience through mass media such as television, radio, newspapers, magazines, direct mail, outdoor displays, or massAyanbim Davies in Ayanwale, Alimi and -personal media

presentation promoting ideas/concepts, goods or services by an identified sponsor. For Lee and Johnson (2005), there are too many functions of advertising that need to be explored in an organization. Firstly, advertising performs an inform mission. It gives information about the product, its features and its location of sale. It informs the consumers 6    

about new products. Also, according to the authors, advertising performs a persuasive mission. It tries to persuade consumers to buy particular brands or to change their behaviours toward the product and company. At the same time advertising performs the reminder mission to reminds consumers about a product to keep buying the advertised product instead of the rival`s brands (Lee and Johnson (2005). Advertising value has increased dramatically in recent years (Keller in Ayanwale, Alimi and Ayanbimipe; 2005). In this way, Unsal (1984) states that advertised products generally are some authors have argued that advertising has little effect on children (Furnham in Gunter, Oates, Blades; 2005). Proctor and Richards in Gunter, Oates, Blades (2005) says that many ch Valkenburg, (2005) says that children...
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