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INFLUENCE OF TELEVISION ADVERTISEMENT ON CHILDREN

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Television has become a significant social phenomenon in Nigeria and all over the world. Television viewing is believed to generate social forces of undeniable influence on both the adult and children. Television is assumed to be the most entertainment medium for women and children (Ziden, 2002). One might say television is able to inculcate certain behaviour and create stimulus in children through various cartoons, music, films, advertisement, news and other shows which are televised every day.

Television is one of the most important agents of socialisation for the development of the child is television because of its power and potential of sending signal in audiovisual which catches the eye and ear.

Children or a child is a person under the age of sixteen (16). It can also be defined as a person aged sixteen (16) or over but under nineteen (19); who is in full time non-advanced education. Children according to the broadcast code for advertising to children refer to person under twelve (12) years of age. Gbadeyan (2009) cited in Hornby (2001) defined children as young human beings who are not yet an adult. The age fixed for children differs from one country to another. In Nigeria and some countries seventeen (17) years and below is the official age for minor or somebody who is not matured (Gbadeyan, 2009). However, for the purpose of this study we shall adopt twelve (14) years and below as the official age for the children being the age commonly cited in past similar research study.

            However, children tend to cultivate and imitate what they see on the television because it mirrors reality. In fact, the common assertion of seeing is believed agree more with television messages. This is evident in some television commercials targeted at children such as “Mama Too Good by Indomie”, “Fruit Slam by Fanta”, “Honeywell Noddles Advert” etc.

On the other hand, advertising is one of the ingredients in sustaining business whether the company is dealing with products or services. Scholars of marketing see advertising from different perspectives. Advertising can be defined as a form of communication through the media about product, services, ideas, personalities or organizations, paid for by an identified sponsor (Kamal, 2014).

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