The Effects of Tv Adverts on Children

Topics: Infomercial, Nutrition, Television advertisement Pages: 13 (3989 words) Published: August 15, 2011
www.ccsenet.org/ijbm International Journal of Business and Management Vol. 6, No. 1; January 2011 Published by Canadian Center of Science and Education 283
Does the Food Advertisement on Television Have the Impact
on Children’s Food Purchasing Behavior?
A Study Based on Pakistan Food Advertisement
Muhammad Haroon (Corresponding author)
Faculty of Management Sciences, National University of Modern Languages Sector H-9, Islamabad, Pakistan
Tel: 92-333-529-9517 E-mail: mhharoon@gmail.com
Dr. Tahir Masood Qureshi
Associate Professor, Faculty of Management Studies
University of Central Punjab Lahore, Pakistan
Tel: 92-345-509-0550 E-mail: tahirmasood2002@gmail.com
Muhammad Zia-ur-Rehman
Faculty of Management Sciences, National University of Modern Languages, Islamabad, Pakistan Tel: 92-300-536-5378 E-mail: scholarknowledge@gmail.com
Mansoor Nisar
PhD Scholar, Faculty of Management Sciences
Mohammad Ali Jinnah University, Islamabad, Pakistan
Tel: 92-300-530-3077 E-mail: mansoornisar@gmail.com
Abstract
The purpose of conducting this study was to examine television advertisements and children’s food using pattern when they were watching television and their desire to purchase goods that they saw advertisements on television. This study was conducted in two parts. In the first part, content analysis of the television advertisements was conducted. In second part of the study, a questionnaire was given to 200 parents. Total of 75 of these parent’s children were attending 1st, 2nd and 3rd grades of the primary schools and 125 of the children were attending the pre-schools. The results showed that children were bombarded with so many advertisements and their behavior was more influenced by the television food advertisements. It was also affecting their food choices and health.

Keywords: Advertising, Childhood obesity, Television viewing, Food preferences, Food consumption 1. Introduction
Advertisement plays the major role in informing about the products and services to the target market. It is the paid form of communication to influence the behaivor of the people with effecitive and efficient manner. With the passage of time trends are getting change, many parts of the country have dozens of broadcast and cable channels and hundreds more may be on the way. Advertising’s view of its audience is undergoing significant changes as well. While researchers and practitioners continue to argue the merits of globalized marketing in general and globalized advertising in particular, an intriguing phenomenon has emerged (Akta_ Arnas, Y. 2006). Children are becoming more focus target market for many advertisers, and they are putting their extreme efforts to capture this valuable target market. Most of the advertisers are advertising those foods products which have above the standard level fats, more calories and salt such as confectionery, soft drinks, crisps and savory snacks, fast food (Ofcom,2004) and pre-sugared breakfast cereals are included in the daily lives of the children. This www.ccsenet.org/ijbm International Journal of Business and Management Vol. 6, No. 1; January 2011 284 ISSN 1833-3850 E-ISSN 1833-8119

eating pattern is leading children towards heart disease, diabetes, hypertension and obesity in later stage of the life.
Obesity and overweight problems are becoming more common in children because of the eating pattern of the children. Watching the television is a sluggish activity that pushes to reduce the metabolic rates and also make the habits not to do the physical exercise and all this closely related to taking frequently snacks, easy to available fast foods. According to the office of communication (2004), there is almost the unified agreement among the people related to preference of foods and its consumption patterns are based on multiple factors. Some of important factors shown to be involved where children are concerned are: a. Psychosocial determinants (e.g. food choices)

b. More knowledge about the...

References: Akta_ Arnas, Y. (2006). The effects of television food advertisement on children 's food purchasing requests.
Ambler, Tim (1996). Can alcohol misuse be reduced by banning advertising?. International Journal of
Advertising, 15(2), 167-174
Ambler, T., Braeutigam, S., Stins, J., Rose, S. and Swithenby, S. (2004). Salience and choice: Neural correlates
of shopping decisions
Beilin. (1996). Nutritional knowledge, beliefs and behaviours in teenage school students. Health Education
Research, 11 (2), 187-204,
Burr, Pat L. and Richard M. Burr (1977). Parental Responses to Child Marketing. Journal of Advertising
Research, 1’7 (6), 17-24.
Cihangar S,Demir G. (2003). The Study of Children and their parent’s television watching habits. In:Yayin YP
(ed)OMEP World council and conferenes; 5-11 Oct D
French, S. A., Lin, B. H., and Guthrie, J. F. (2003). National trends in soft drinkconsumption among children and
adolescents age 6 to 17 years: Prevalence, amounts, and sources, 1977/1978 to 1994/1888
American Dietetic Association, 103(10), 1326-1331.
Goldberg, Marvin E. (1990). A Quasi-Experiment Assessing the Effectiveness of TV Advertising Directed to
Children
Goldberg, Marvin E. and Gerald J. Gom. (1978). Some Unintended Consequences of TV Advertising to
Children
Grossbart, Sanford L., and Lawrence A. Crosby. (1984). Understanding the Bases of Parental Concern and
Reaction to Children’s Food Advertising
Gracey, D., Stanley, N., Burke, V., Corti, B., and Beilin, L. J. (1996). Nutritional knowledge, beliefs and
behaviours in teenage school students
promotion to children. Final report, prepared for the Food Standards Agency, 22nd September, 2003.
Hastings, Gerard. (2003). Social marketers of the world unite; you have nothing to lose but your shame. SMQ,
9(4), 14-21
Hill, L., Casswell, S., Maskill, C., Jones, S., & Wyllie, A. (1998). Fruit and vegetables as adolescent food
choices.Health Promotion International, 13(4), 55-65.
Kelder S. H, C L Perry, K I Klepp and L L Lytle. (1994). Longitudinal tracking of adolescent smoking, physical
activity, and food choice behaviors
Kopelman. (2004). cited in Ambler, T. (2004). Does the UK promotion of food and drink to children contribute
to their obesity? (Centre for marketing working paper No
Kotz K, Story M.Food. (1994). Advertisements during children’s Saturday morning television programming are
they consistent with dietary recommendations?, J.Am.Diet.Association, 94(3), 1296-1300.
Lin, F-Y, Monteiro-Riviere, NA, Grichnik, JM, Zielinski, JE & Pinnell, SR, (2005). A topical antioxidant
solution containing vitamin C, vitamin E, and ferulic acid prevents ultraviolet-radiation-induced caspase-3
Neumark-Sztainer, D., Hannan, P. J., Story, M., Croll, J., and Perry, C. (2003). Family meal patterns:
Associations with sociodemogpaphic characteristics and improved dietary intake among adolescents
Paliwoda, Stan and Ian Crawford. (2003). An Analysis of the Hastings Review: The Effects of Food Promotion
on Children
Stratton, P., & Bromley, K. (1999). Families Accounts of the Causal Processes in Food Choice. Appetite. 33(2),
89-108.
Sweeting, H., Anderson, A., and West, P. (1994). Sociodemographic Correlates of Dietary Habits in Mid to Late
Adolescence
World Health Organization (2004). Young people 's health in context. Health Behaviour in School-aged Children
(HBSC) study: international report from the 2001/2002 survey, Eating habits pp110-119 ISBN 92 890 1372 9.
Young, Brian. (2003). .Advertising and Food Choice in Children: A Review of the Literature. Report prepared
for the Food Advertising Unit, August (2003).
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on Tv Effects on Children
  • Effects of TV on children Essay
  • Effects of Tv on Children Essay
  • Effects of Tv on Children Essay
  • The Many Effects of Tv on Children Essay
  • Effects of Tv on Behaviour and Attitudes of Children Research Paper
  • Tv and Children Essay
  • the effect of watching too much tv for kids Essay

Become a StudyMode Member

Sign Up - It's Free