2:53 PM FARAZ MUGHAL NO COMMENTS
I investigated children’s understanding of TV advertisements, which is their ability to distinguish Between TV programs and commercials and their comprehension of advertising intent, using Verbal and non-verbal measurements. The sample consists of 150 children, their parents 150. Results using non-verbal measures suggest that most children are able to distinguish commercials from programs and that they have some insight into advertising intent. Results using verbal measures, however, are not as conclusive; the percentage of children who show understanding of TV advertisement is substantially lower. Effects of age, gender, and parental influence are assessed using MURALS, a regression analysis method for categorical and continuous variables, and CHAID, an analysis method to detect homogeneous segments on the basis of the relation between categorical dependent and explanatory variables. The age of a child turns out to have a positive effect. The effects of gender and parent-child interaction are rather small, both for verbal as for non-verbal measures of understanding of TV advertisement. A high level of parental control of TV viewing may result in lower understanding of TV advertisement. RESEARCH METHODOLOGY
Statement of the Problem
Through this report we want to find out how children are influenced by the advertisements especially of confectionary products. So the statement of this project would be ‘Effect of Advertisements on Children with special reference to confectionary products’
The research process goes within the following confectionary products:
Objectives of the Study
The subject matter for this Project is to study the effects of advertisement on children. Following are the main objectives of this report.
To know the