Impact of Television Advertisement Towards Adolescent School Children A Study with Special Reference to Chennai City

Abstract

This study focuses on finding out the critical impacts of television advertisement on adolescent school children of age between 10 to 14 years in Chennai city. This group children have been taken because as they are more prone to get affected by advertisement, as it consists of pre-adolescent and adolescent age. The children knowledge, awareness, preference, attitude and overall behaviour differs from child to child due to many factors. Television is considered to be an effective vehicle for reaching large amounts of people of different age segments, it brings about cognitive development and conveys knowledge, skills, and information to children. In today s life advertisement is an inseparable aspect of product perception and has become a part in every one lives and the society. Earlier marketers and advertisers approach the parents indirectly for children s products, but now they appeal directly to children who do not have the emotional or cognitive tools to evaluate what s being sold to them, tv is not just a medium of entertainment but it gives enough information about the availability of products and its offers with colourful and attractive advertisements that helps them to take buying decisions. Advertising strategies are used depending on child s age, needs and dreams. It is not only advertising, but it is a publicity through which any brand or organisation communicates to its target consumers. Childrens are most affected by Tv advertisement, but magnitude of Tv influence varies from child to child, depending on factors like age, individuality of the child, family background, duration of tv watching, and the guidance provided by parents etc. Thus, in this study it is concluded that the television advertisement has a greater influence in the attitude, spending pattern and the overall behaviour of the children. Hence, it is important for the parents to know their responsibility to understand the ill effects and impart knowledge about the intention of marketers in promoting their products.