Volume : 1, Issue : 1, NOV 2017

CHILDREN'S ATTITUDE TOWARDS TELEVISION ADVERTISEMENT

Dr. R. Sathya

Abstract

Advertising has become so integral part of our life & society that we cannot imagine any event, newspaper, magazine, TV serial, Cinema etc. without advertising. Advertising is a vital marketing tool as well as powerful communication medium. The basic objective of any advertisement is to stimulate sales, direct or indirect by trying to make tall claims about product performance. The degree of impact of advertising on adults may be problematic but the outcome is devastating for children. Advertisers of children's television used to appeal to the parents earlier but now they appeal directly to children, who do not have the emotional or cognitive tools to evaluate what's being sold to them. Television is no more just a source of entertainment for children. They showcase the must haves for a kid making them a consumer even before they have reached the age of 3. The objective of the study is to find out the social and moral behaviour of children and peer group influence due to advertisement

Keywords

Advertising, cognitive tools, consumer, communication.

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