PROJECT REPORT ON EFFECTS OF ADVERTISEMENT ON CHILDREN

SUBMITTED TO:

KHALSA INSTITUTE TECHNOLOGY.

OF

MANAGEMENT

AND

ARSHDEEP KAUR (1174315)

ACKNOWLEDGEMENT
No great Endeavour in any field is possible in solitude. It need inspiration, guidance and help at every step. So, I must preface my report by expressing sincere and deep gratitude to those who make it possible for me to complete my project work. First of all, I bow my head in gratitude to God for his blessing. It is my pleasant duty to place a record my sincere thanks to the worthy and honorable Principal Dr.Vijay Asdhir. For encouraging and liberal facilities during the course of my study. I am thankful to other lecturer of my department for giving their valuable suggestions. Sincere thanks to the respondents who extended their cooperation by providing the information for this study and for showing interest in my research. I shall be failing in my duty if, I do not thank many others who directly or in dire.

Declaration:-

INDEX
SERIAL NO.
1.

CONTENTS
OBJECTIVES & SCOPE INTRODUCTION

2.

WHAT IS ADVERTISING HISTORY TV ADVERTISING AND CHILDREN IN INDIA HOW CHIDREN PROCESS ADVERTISEMENTS TYPES OF ADVERTISEMENT RECENT TRENDS IN ADVERTISING ROLE OF ADVERTISING LEADING INNOVATIVE ADVERTISING AGENCIES IN INDIA MARKETING PROMOS TRGETING CHILDREN

3.

EFFECT OF ADVERTISING ON CHILDREN IMPAC T OF TELEVISION RULES & REGULATION OF ADVERTISING TO CHILDREN IN INDIA

4.

SCOPE

5. 6. 7. 8. 9. 10. 11.

LITERATURE REVIEW SCOPE OF STUDY RESEARCH METHODOLOGY DATA ANALYSIS & INTERPRETATION FINDINGS AND SUGGESTIONS CONCLUSION ANNEXURE

OBJECTIVES
To measure the attitude of teens, youngsters and students towards television. To find out the accessibility and popularity of television shows amongst young people. To identify the reasons of watching television. To determine the needs and preference of the youngsters regarding television channels and programmers. To empirically solve the myth, what is the public demand?

Scope
Advertising to children can take place on traditional media television, radio and print as well as new media (internet and other electronic media). Packaging, instore advertising, event sponsorship and promotions can also be means to advertise to children. There is no universal definition of a child (although UNESCO - the United Nations Educational, Scientific and Cultural Organization, defines early childhood as ages 0 8 years). Children are otherwise defined according to national jurisdictions. For the purposes of advertising law, the definition of a child varies from one jurisdiction to another. However, 12 is commonly used as a cut-off point, on the basis of the widespread academic view that by the age of 12 children have developed their behavior as consumers, effectively recognize advertising and are able to adopt critical attitudes towards it. There is no global data on ad spending directed at children, only data for specific sectors. According to the Federal Trade Commission, food and beverage companies (44 companies reporting to the FTC) in the US spent approximately $1.6 billion in 2006 to promote their products/services to children.

Introduction
Advertisements are meant to influence the minds of the target group that should ultimately result in a sale for the client. However, sometimes, it can raise many questions when targeted for children. Read on to know about the various effects of advertising on children. Does advertising have a strong hold over the way we think or act? Does the mass media dictate our needs and wants? Well, there are plenty of theories about the effects of advertising. Various creative heads that belong to different advertising agencies are often churning out new ideas to deliver their message to the public. Children form the major chunks of the target group for advertisers. Many advertisements aimed towards children are a sole proof of this fact. The prime motive of any advertisement is to convince the viewer about the quality of the product and instill that urge in him/her to purchase the same. Today, advertising plays an important role in the society, as it tends to influence young minds in particular. The first prime motive of advertising is to attract attention. With children, the messages need to be conveyed in a different manner. Goods are particularly packaged in order to appeal to the younger generation. Children today, are more specific about their needs and wants. Children are therefore reckoned to be a major buying force by advertisers. However, advertising can also have a negative influence over young minds if parents are not really careful and do not teach their children about the importance of money. In many cases, children tend to misinterpret the messages conveyed through the advertisement. They end up having wrong notions about many issues. Advertising influences the minds of children, which creates a need to own that particular product being advertised. Glossy images on the magazines or billboards or flashy advertisements on television only create the urge for impulsive buying. Parents who cannot deal with the rising demands or temper tantrums only tend to give in to the demands of their children. Children then get used to a certain kind of

lifestyle, which is shown on the television or through various media. This only creates a very wrong impression on their young minds making them lose the ability to live a life without relying on materialistic joys. The power of advertising thus, cannot be ignored. For example, a child may prefer only a specific pair of branded jeans as compared to other clothing available in stores. He/she may want to live the life that is projected in the advertisements. The child may dictate to his/her parents about personal preferences in clothing,food,toys.etc. Well, with these kinds of effects of advertising, one wonders who is to be blamed in this whole issue. Parents play a major role in this case. They need to monitor what influences the minds of children. Parents also need to be firm with children whenever their demands increase. Children need to be told gently that a no cannot be converted into a yes with tears or brawls! Parents also need to instill good habits and help children to differentiate between right and wrong. And the sooner its told, the better it would be for the child and subsequently parents as well. Advertisers on the other hand, can also try to put their message across creatively and target the entire family rather than just children. This will ensure even parents stay within the loop and can monitor the demands of the children. With a balanced approach, the negative effects of advertising can surely be curbed to a great extent. The ad filmmakers are formulating fresh ways of enticing the consumers to buy their products. If an advertisement for a product attracts the consumers, they tend to purchase it frequently, or at least buy it once. If a company has to survive in this competitive world, he/she has to project the image of its products in such a way that they pick up the maximum sales, when they hit the stores. The best way to persuade the consumer to stick to the product of the particular brand, when numerous choices are provided to him/her in the market, is attractive advertisement. However, the ad filmmakers should remember that the commercials can also have negative IMPACT on people, especially the young children. In this article, we have presented some of the most visible effects of advertising on children, positive as well as negative.

There is great concern about children as viewers of advertisements primarily because young children are exposed to thousands of commercials each year in India. Marketers use television as a medium of communication since it affords access to children at much earlier ages than print media can accomplish, largely because textual literacy does not develop until many years after children have become regular television viewers. Approximately, 80% of all advertising targeted to children falls within four product categories: toys, cereals, candies, and fast-food restaurants. Young children are able to differentiate between a TV program and a commercial but are unable to understand the intent of an advertisement until they are 8-10 years of age. According to Seiter, advertising to children avoids any appeal to the rational, emphasizing instead that ads are for entertainment and "enjoyable for their own sake" as opposed to providing any real consumer information. The most common persuasive strategy employed in advertising to children is to associate the product with fun and happiness, rather than to provide any factual product-related information. Hence, children in the age category 8-10 years have a positive attitude towards advertisements. Knowledge of advertising tactics and appeals emerges only in early adolescence and develops thereafter. The ability to recognize bias and deception in ads, coupled with an understanding of advertising's persuasive intent, results in less trust and less liking of commercials. With increasing age, children's attitude towards ads changes from being positive to negative and further as children step into adolescence, they become skeptical of advertising. Children in young adolescence even exhibited mistrustful predispositions towards advertising. In adolescents, knowledge about advertiser tactics increased with age. Higher levels of knowledge of advertiser tactics and certain personality variables were positively related to adolescents' skepticism towards advertising.

Positive Effects of Advertisements on Children

Advertising makes the kids aware of the new products available in the market. It increases their knowledge about the latest innovations, in the field of technology as well as otherwise.

Convincing ads, which center around healthy food products, can help improve the diet of a child, if they are attractive enough.

Negative Effects of Advertisements on Children

Advertisements encourage the children to persuade their parents to purchase the products shown in the commercials, whether useful or not. The little ones tend to get adamant, if they are not bought the product.

Children often tend to misinterpret the messages conveyed in commercials. They overlook the positive side and concentrate more on the negatives.

Many advertisements in the present times include dangerous stunts, which can be performed only by experts. Even though the commercials broadcast the statutory warnings with the ad, the kids often try to imitate the stunts at home, with fatal results.

The flashy advertisements broadcast in television generate impulse shopping in children.

Children, after watching the glitter of commercials, often lose the ability to live a life without materialistic joy.

The kids usually get more attracted towards the costly branded products, such as jeans and accessories. They disregard the inexpensive, but useful, ones that are not shown in the commercials.

Advertisements have an indirect effect on the behavior of children. They might develop temper tantrums, when deprived of the latest toys and clothes that are shown in the commercials.

The personal preferences in clothing, toys, food and luxurious of children are altered by the advertisements, to a great extent.

Junk foods, such as pizzas, burgers and soft drinks, are heavily promoted during children's TV viewing time. This develops a craving for fatty, sugary and fast foods in kids, thereby affecting their health adversely.

2.1 What is Advertising

Advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. Different types of media can be used to deliver these messages, including traditional media such as newspapers, magazines, television, radio, outdoor or direct mail.

2.2 History
In the 17th century advertisements started to appear in weekly newspapers in England. These early print advertisements were used mainly to promote books and newspapers, which became increasingly affordable with advances in the printing press; and medicines, which were increasingly sought after as disease ravaged Europe. As the economy was expanding during the 19th century, advertising grew alongside. In the United States, classified ads became even more popular, filling pages of newspapers with small print messages promoting all kinds of goods. In June 1836, French newspaper La Presse was the first to include paid advertising in its pages, allowing it to lower its price, extend its readership and increase its profitability and the formula was soon copied by all titles. In the early 1920s, the first radio stations were established by radio equipment manufacturers and retailers who offered programs in order to sell more radios to consumers. The radio station owners soon realized they could earn more money by selling sponsorship rights to other businesses. In those days, each

show was usually sponsored by a single business, in exchange for a brief mention of the sponsor at the beginning and end of the show. This practice was carried over to television in the late 1940s and early 1950s. In the early 1950s, the Dumont television network began the modern trend of selling advertisement time to multiple sponsors. Dumont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. The 1960s saw advertising transform into a modern approach in which creativity was allowed to shine, producing unexpected messages that made advertisements more tempting to consumers' eyes. The late 1980s and early 1990s saw the introduction of cable television and particularly MTV. Pioneering the concept of the music video, MTV ushered in a new type of advertising. As cable and satellite television became increasingly prevalent, specialty channels emerged, including channels entirely devoted to advertising, such as QVC, Home Shopping Network, and ShopTV Canada. Marketing through the Internet opened new frontiers for advertisers and contributed to the "dotcom"(.com) boom of the 1990s. Entire corporations operated solely on advertising revenue, offering everything from coupons to free Internet access. At the turn of the 21st century, a number of websites including the search engine Google, started a change in online advertising by emphasizing contextually relevant, rather than inundate, users. A recent advertising innovation is "guerrilla marketing", which involve unusual approaches such as staged encounters in public places, giveaways of products such as cars that are covered with brand messages, and interactive advertising where the viewer can respond to become part of the advertising message. Guerrilla advertising is becoming increasing more popular with a lot of companies. This type of advertising is unpredictable and innovative, which causes consumers to buy the product or idea. This reflects an increasing trend of interactive and "embedded" ads, such as via product placement, having consumers vote through text messages, and various innovations utilizing social network services such as MySpace.

2.3 TV Advertising & Children in India

More than half of television viewers in India today are children of below 15 years. And yet there is hardly any sensitivity about the relevance and impact of what is dished out by various television channels. All of them are operating in a competitive mode for one upmanship in the race for viewership. In this order channels are concerned more about what interests or attracts rather than what is in the interest

of children. Neither the Government nor the parents or the teachers seems to be concerned about this situation. For, the generation next and the civil society of the country is shaped and molded by what they are exposed to today on the idiot-box day in and day out. Research studies over the years world over; have brought out various types of negative impact of intense viewing of television by children. The direct influence of TV viewing on the extent of violence and deviant behavior pattern of children has been reiterated even in India. In fact, there are a couple of confessions by adolescents, even a biography, as to how they picked up ideas about a rape or robbery or revenge or killing or suicide or kidnap, etc from one or other TV programme. Even some court judgments have commented on such effect of TV programmes. That TV has a double-edged effect and that it is the negative character which impacts more than positive potential often is known. But what is not realized is that there are no serious efforts to explore positive virtues of TV and that parents who should be more concerned about such a phenomena hardly do anything about it. In fact, studies have brought out, for example, that in Punjab and Uttar Pradesh, parents enjoy the same fare of TV along with their children and as keenly; where as in Tamil Nadu and West Bengal, parents try to restrain their children in favor of some discriminative viewing. Teachers and social activists in a couple of places have been occasionally demonstrating about the influence of television contents. Political parties too do not seem to be concerned to do something about. BJP, however, had referred to this adverse trend in its election manifesto a few years ago. But did nothing on coming to power. What is not taken note is that: (a) Most of these childrens channels and programmes are of foreign origin or remake of them and are reruns over the years, (b) They do not have anything to do with enrichment or supplementary scope for school education or imparting moral standards (there are of course some good pre-school programmes); (c) Some of these foreign channels are now entering their second phase in the country taking to marketing of toys and tools for children promoted in these serials. And, worse, as a result of all this, there has been a decline recently in the extent of locally originated programmes for children even in Indian channels. To complicate the matter further these foreign programmes for children are now being dubbed into Indian languages. There are international lobbies operating aggressively to thrust upon animation serials for children on countries like India. That is how today cartoons have become synonymous for Childrens TV. Most of these serials are produced after so much research. But not for ensuring educational or general

knowledge aspects but for capturing and retaining eyeballs of children again and again and to see their serials have certain dope-effect on children. This recent launch of DTH services in a competitive mode brings out the urgency for Government take a view of this proliferation of uninhibited foreign fare for children and doing something about it so that television is also used with more concern and for positive ends. The least the Government should do is to prescribe that every channel being down linked must have certain percent of locally produced and originating programmes for children. In fact, in the case of children channels, this percentage of locally originated programmes has to be higher. Canada and European Union countries have one or other provisions in this regard. If France has prescribed 30 percent of contents of channels should be locally originated, India should go for a higher percentage, not less. India has a rich tradition of enriching children with folk tales and grandma tales and imparting values and imparting discipline and moral values in an entertaining format. When some of us advocated and argued a couple of decades ago for expansion of TV network in the country and for going for color television, one hope was that childrens fare will get some priority and all that treasure of India gets a chance to figure. But what is happening now is contrary. The exceptions are only a few. For, there is a decline in the extent of childrens participation even in national channels. The best specific examples of course are Malguidi Days, Panchatantra, Tenaliraman and the like. Realizing these strengths of Indian tradition, some foreign producers are scouting in India to capture talent for television, particularly in animation format. But what about our own initiatives? We do not seem to learn from our experiences. All India Radio in the earlier years has set good examples for childrens programmes, which were enriching as well as entertaining and supplementary to school education. In fact, the format of those AIR programmes was such that they were participatory and empowering confidence and courage building in children and respect for elders and environment. Today most imported childrens programmes are all out to promote materialism, selfishness, consumerism and at any cost approach to life. Realizing the significance of media in the context of children, a few years ago UN has prescribed annual day for mass media when children are supposed to be the producers of media contents. It is a good symbolic initiative. But it should be followed up by some support to promote creative TV software for children of 6 12 age groups, in particular. For, there is UN Convention on Rights of Child with a set of standards to promote well being of children. Unfortunately, there is no public trust or

foundation of civil society in India for this purpose. Even Public Service Broadcasting Trust, which is a good initiative otherwise, is yet to be concerned about childrens interests. It is most unfortunate that neither of the plethoras of Government agencies claiming concern for children has taken note of this vacuum. Not even the Ministry of Information & Broadcasting. All this despite ample creative talents across the country to produce more positive, pro-active and relevant software for children than what is available now. It is unfortunate that the Government has neither taken pro-active or re-active initiatives in this regard. While we have a Childrens Film Society to promote films for children and a Childrens Book Trust, we have none for television despite the number of children who see television is several times more and, even more critically, the frequency of their viewing television is more than a couple of hours a day.

2.4 How Children Process Advertisements

To be effective, marketing campaigns must get children to attend to the message, desire a specific product, recognize and remember that product, and purchase it. How well children understand the persuasive intent of advertisements also affects the success of commercials. Attention. Commercials that are designed to attract and hold childrens attention are characterized by lively action, sound effects, and loud music. The animated character Tony the Tiger, for example, bursts onto the screen, proclaiming that Kelloggs Frosted Flakes are GRRRRRREAT!! One study found that preschoolers paid more attention to commercials full of action, sound effects, and loud music than to more low-key commercials. Audio features are particularly important in gaining childrens attention. Another study found that children aged three to eight were more attentive to commercials that were higher in audio than in video complexity. Audio features have more recruiting power than visual features because interesting sounds can get children who are not looking at the television screen to direct their visual attention to it. These findings are consistent with Piagets insight that young children are especially focused on the attention-getting perceptual qualities of presentations. Childrens patterns of attention help reveal how well they can make distinctions between the commercial and the television program.

In one study, researchers trained mothers to examine their childrens visual attention to Saturday morning cartoons and advertisements. The mothers reported that the younger children (five to eight) continued to pay attention when a commercial came on but that children older than eight looked away. The older childrens awareness of the break in the content suggests that they are less susceptible than the younger children to the effects of advertising. Recognition and retention. Advertisers use visual and auditory production techniques and repetition to enhance childrens memory of the content. One study found that preschool, kindergarten, and second-grade children remembered food products that had been advertised audio visually or visually better than they remembered products presented in an audio version only. Advertisers use catchy auditory features, such as jingles, repetitively in commercials to reach child audiences. Song lyrics and rhymes can replay in childrens heads, leading to automatic rehearsal and memory of content. When children are shown the same commercial repeatedly, they are more likely to remember the product advertised. Repetition also undermines childrens, even older childrens, defenses against product messages. Comprehension of commercial intent. As noted, children younger than age eight do not understand that the intent of commercials is to persuade them to buy one product over another; instead they see commercials as a means of informing them about the vast number of attractive products that they can buy. In a key study demonstrating the developmental advance during middle childhood, Thomas Robertson and John Rossiter questioned first-, third-, and fifth-grade boys about their understanding of commercials. Only half of the first-grade boys understood the persuasive intent of commercials, as against 87 percent of third graders and 99 percent of fifth graders. Product requests and purchases. What aspects of exposure to commercial messages lead to product requests? Researchers have found that repetition, in particular, increases childrens requests for, and purchases of, specific food, beverage, and toy products. One study, for example, measured three- to eleven-year-old childrens overall exposure to

advertisements at home and to specific advertisements in their laboratory. They then had children visit a mock grocery store with a parent. Children who were exposed to more overall advertisements at home and who were most attentive to advertisements in the laboratory setting made the most requests for the advertised products. Premiumsbonus toys and treats that accompany the productalso increase childrens product requests. For instance, Charles Aitkin found that 81 percent of mothers thought that premiums influenced their childrens cereal selections. The more children watched Saturday morning television programs, which are saturated with cereal commercials, the more children wanted the cereals that contained premiums. Free downloads such as screen savers serve similar functions in newer technologies, but researchers have not yet fully examined the effects of such practice

2.5 Types of advertising

Virtually any medium can be used for advertising. Commercial advertising media can include a wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popup, skywriting, bus stop benches, human billboards, magazines, newspapers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, doors of bathroom stalls, stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising. Television The TV commercial is generally considered the most effective mass-market advertising format, as is reflected by the high prices TV networks charge for commercial airtime during popular TV events. The annual Super Bowl football game in the United States is known as the most prominent advertising event on television.

The average cost of a single thirty-second TV spot during this game has reached US$3 million (as of 2009). The majorities of television commercials feature a song or jingle that listeners soon relate to the product. Virtual advertisements may be inserted into regular television programming through computer graphics. It is typically inserted into otherwise blank backdrops or used to replace local billboards that are not relevant to the remote broadcast audience. More controversially, virtual billboards may be inserted into the background where none exist in real-life. Virtual product placement is also possible. Infomercials An infomercial is a long-format television commercial, typically five minutes or longer. The word "infomercial" is a portmanteau of the words "information" & "commercial". The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Radio advertising Radio advertising is a form of advertising via the medium of radio.Radio advertisements are broadcasted as radio waves to the air from a transmitter to an antenna and a thus to a receiving device. Airtime is purchased from a station or network in exchange for airing the commercials. While radio has the obvious limitation of being restricted to sound, this becomes its major disadvantage. Press advertising Press advertising describes advertising in a printed medium such as a newspaper, magazine, or trade journal. This encompasses everything from media with a very broad readership base, such as a major national newspaper or magazine, to more narrowly targeted media such as local newspapers and trade journals on very specialized topics. A form of press advertising is classified advertising, which allows

private individuals or companies to purchase a small, narrowly targeted ad for a low fee advertising a product or service. Online advertising Online advertising is a form of promotion that uses the Internet and World Wide Web for the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads that appear on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Billboard advertising Billboards are large structures located in public places which display advertisements to passing pedestrians and motorists. Most often, they are located on main roads with a large amount of passing motor and pedestrian traffic; however, they can be placed in any location with large amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office buildings, and in stadiums. Mobile billboard advertising The RedEye newspaper advertised to its target market at North Avenue Beach with a sailboat billboard on Lake Michigan. Mobile billboards are generally vehicle mounted billboards or digital screens. These can be on dedicated vehicles built solely for carrying advertisements along routes preselected by clients, they can also be specially-equipped cargo trucks or, in some cases, large banners strewn from planes. The billboards are often lighted; some being backlit, and others employing spotlights. Some billboard displays are static, while others change; for example, continuously or periodically rotating among a set of advertisements. Mobile displays are used for various situations in metropolitan areas throughout the world, including:

Target advertising One-day, and long-term campaigns

Conventions Sporting events Store openings and similar promotional events Big advertisements from smaller companies Others

In-store advertising In-store advertising is any advertisement placed in a retail store. It includes placement of a product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout counters, eye-catching displays promoting a specific product, and advertisements in such places as shopping carts and in-store video displays. Covert advertising Covert advertising, also known as guerrilla advertising, is when a product or brand is embedded in entertainment and media. For example, in a film, the main character can use an item or other of a definite brand, as in the movie Minority Report, where Tom Cruise's character John Anderton owns a phone with the Nokia logo clearly written in the top corner, or his watch engraved with the Bulgaria logo. Another example of advertising in film is in I, Robot, where main character played by Will Smith mentions his Converse shoes several times, calling them "classics," because the film is set far in the future. I, Robot and Spaceballs also showcase futuristic cars with the Audi and Mercedes-Benz logos clearly displayed on the front of the vehicles. Cadillac chose to advertise in the movie The Matrix Reloaded, which as a result contained many scenes in which Cadillac cars were used. Similarly, product placement for Omega Watches, Ford, VAIO, BMW and Aston Martin cars are featured in recent James Bond films, most notably Casino Royale. In "Fantastic Four: Rise of the Silver Surfer", the main transport vehicle shows a large Dodge logo on the front. Blade Runner includes some of the most obvious product placement; the whole film stops to show a Coca-Cola billboard

Celebrities This type of advertising focuses upon using celebrity power, fame, money, popularity to gain recognition for their products and promote specific stores or products. Advertisers often advertise their products, for example, when celebrities share their favorite products or wear clothes by specific brands or designers. Celebrities are often involved in advertising campaigns such as television or print adverts to advertise specific or general products. The use of celebrities to endorse a brand can have its downsides, however. One mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps' contract with Kellogg's was terminated, as Kellogg's did not want to associate with him after he was photographed smoking marijuana.

2.6 Recent Trends in Advertising

Internet Advertising Internet Marketing is the online advertisement and selling of products, services or businesses through the Internet. Online advertising is possible only if one has its own website. Having a website for a particular business is worthless until and unless people know about your business and put their trust and likings on services that you provide. So, having a website is just like having a shop, if people find you, they obviously visit it, and visit it again if they find it really interesting. Internet Advertising is the latest and most effective method of business promotion. It is necessary to help people find you more easily, know your presence, know more about the services and products that you offer and assure people what real difference you can bring about in comparison to other similar service providers. To make your website worth interesting, different Website advertising strategies are available today, such as, pay per click advertising, banner advertising, email marketing, search engine marketing through search engine optimization, affiliate,

article, blog and interactive marketing services. If these strategies are dealt attentively, then you can experience the difference that online business can bring on your business. There are 26 million Internet users in India, largely in the age group of 20 to 40 - a target-base for India's rapid growth advertising industry is increasingly looking at. It's reboot time for Indian advertising with predictions that the online segment is likely to cross the 100 million dollar mark by 2010, according to a study by MSN. Unlike print and TV, the consumer can decide when and how he wants to be exposed to a campaign, and the advertiser too can filter targets in terms of groups and locales. The Internet has great cost advantage as well. The cost per 1,000 reach is very effective when compared to other media. Finance is the main sector going for Internet advertising in India. Most in the advertising industry agree that today even a brilliant campaign has a vital element missing if there is no Internet presence. L Mobile Advertising Mobile advertising in India is at a very nascent stage compared to markets like Japan, Korea and West, but many are reported to be preparing to get into the act. The future for mobile advertising is already here, despite not being on many marketers radars yet. Hundreds of millions of ads are already being run, clickthrough rates are much higher than online. The growth of 3G networks, IPTV and high end gaming on mobile phones will open new avenues for advertising on mobile. Mobile advertising can take many forms like SMS broadcast, MMS broadcast, sponsored content, WAP ads and product placement in games. Currently, it is restricted to SMS based activities in the country. Some FMCG, beverage and entertainment companies have tested MMS too and few operators have also tried to get sponsorship revenue from value added services.

Seeing the huge potential of mobile advertising in future, operators like Bharti Airtel, MTNL, Reliance and Tata Teleservices are exploring the option, but feel it will take some time for the format to take off in the country in a big way. Targeted mobile advertising is 50% more acceptable to mobile internet users than untargeted ads, according to the consumer mobile advertising report conducted with more than 1,200 mobile internet users across the US, Europe and India. Freelance advertising In freelance advertising, companies hold public competitions to create ads for their product, the best one of which is chosen for widespread distribution with a prize given to the winner(s). Super Bowl, Pepsico held such a contest for the creation of a 30-second television ad for the Doritos brand of chips, offering a cash prize to the winner. Chevrolet held a similar competition for their Tahoe line of SUVs. This type of advertising, however, is still in its infancy. It may ultimately decrease the importance of advertising agencies by creating a niche for independent freelancers Embedded advertising Embedded advertising or in-film ad placements are happening on a larger scale now than ever before. Films like Krish had over a dozen placements including Lays, Bournvita, Samsung, Faber Castell and Hero Honda. Shift in Message from Product Features to Consumer Benefits A common rule in the advertising industry is the one message strategy. In short, it is based on the premise that one unique selling proposition (USP) is effective. In particular, this trend was noticeable in industries where technological capability was a differentiating point and complex functions were the competitive edge. Recent successful commercials have instead adopted a strategy of soft appeal focused on consumer benefits, rather The than one to of hard for appeal, these communicating product characteristics. keys success

advertisements have been the use of consumer language and attractive images when communicating features and technologies. Selecting a simple and clear

message as well as delivering messages focusing on consumers' benefits is helpful to raise message appeal, brand awareness and brand power.

2.7 The Role of Advertising:

Advertising is the means by which goods or services are promoted to the public. The mission of advertiser is to reach prospective customers and influence their awareness, attitudes and buying behavior. They spend a lot of money to keep individuals (markets) interested in their products. To succeed, they need to understand what makes potential customers behave the way they do. For advertising to exist, a number of factors have to be in place The goods and services to be advertised Competition between different providers of the same kinds of goods and services, for which there needs to be a significant potential market The means of advertising cheaply to large numbers of people A population with sufficient education to be able to understand advertising messages Advertising is a marketing function, and Kotler claims that advertising can have a number of different, possible objectives. One objective can be to inform customers about new product or a price change. The main objective here is to build primary demand. Another objective can be to persuade the customer to purchase the product. The use advertising as a way to build preference and to encourage customers to change brand. The fundamental purpose of advertising is to influence people to purchase various goods and products. In this sense advertising is a phenomenon that aims to persuade or influence people. There is a time dimension at advertising. Advertisements influence on sales is immediate (i.e. it is mostly felt within seven days of an advertisements exposure). A repetition of such effects, measured at the end of a year, amounts to a medium-term influence. The immediate influence of advertising on sales plays a gatekeeper role to all further effects. Without it there will not be medium term

effect (i.e. a repetition of short-term effects); and long-term effect. Advertisements full effect can be only valued if its long-term influence is taken into account as well as its short and medium-term effects on sales. These terms make it possible to evaluate the productivity of an advertising campaign; to measure if the campaign shows a financial return on the investment and is thus accountable According to Doole & Lowe (2004), advertising is the most important part of the whole marketing strategy. There are many channels of media to use for advertising, for example television, printed media, radio, cinema, outdoor and transport poster. Marketers use television as the most powerful medium of communication.

2.8

Leading

Innovative

Advertising

agencies in India
Here is the rundown of the top 10 innovative advertising agencies that made significant mark in the advertising business and has pioneered the known best practices in the advertising industry. Ogilvy & Mather: This company is actually a New York based company that came into existence in the year 1948 and they are acting as a public relation, marketing and international advertising agency with operations in over 125 countries including India. In India, they are operating form the city of Mumbai and they are the creative minds in Indias successful ads for fevicol, Asian Paints, Cadbury and Vodafone. JWT: JWT, which stands for J Walter Thompson is also based in New York with operations in over 90 countries including India. They came into existence in the year 1864 and still they are dominating the world of advertisements in India. Some of their best creations are the ads for Unilever, Nokia, Ford, Bayer and Nestle. Mudra Communications:

Mudra Communications is a Mumbai-based company that came into existence in the year 1980 with the objective of effective use of the art of communication for expression of ideas that shape their brands. Mudra Communications has promoted focus on brands like Mary Kay, Big Bazaar, Reliance NetConnect, Philips and HBO. FCB Ulka Advertising Limited: This company came into existence in the year 1961 and they are continuing to be among the top five advertising companies in India. They aim is to create noticeable advertisements in such a way that they create an impact on the minds of the consumers about the product or service of their clients. Some of their popular creations are advertisements for Amul, Sunfeast, Santoor, Zee cinema, Whirlpool and Tata indicom. Rediffusion DY & R: This is a Mumbai-based company that came into existence in the year 1973 with the focus of integrated PR services and media relation services. They are proud creators of advertisement for their long list of clientele, which includes Nano, Zydus Cadila, ITC, Emami, Berger Paints, Cholamandalam, Shriram Properties, Rasna, Parle and Marico. McCann Erickson India Limited: The tagline Thanda Matlab Coco Cola cannot be forgotten by most of the Indian television viewers and the proud creators of this tag line is McCann Erickson India Limited, which came into existence in the year 1930. Their success in the field of advertisement can be learnt from their offices located in the different parts of the world like Europe, Latin America, Southeast Asia and Australia. Another popular creation of McCann Erickson India Limited that cannot be erased from the minds of Indian television viewers is for everything else, theres MasterCard. RK Swamy BBDO Advertising Limited: This company is an integrated communication service provider committed towards development of marketing solutions to their valuable clients. Their main focus is to offer creative, cost-effective and intelligent solutions to their customers. Grey Worldwide (India) Private Limited: This company is actually based in Mumbai and they are specialist in offering effective marketing and advertising solutions. They have officers in different parts of India in cities like Bangalore, Kolkata, Ahmadabad and Delhi. Some of their proud creations include advertisements for Godrej, P & G, UTV, Ambuja Cement, Indian oil, Nestle, Maruti Suzuki and Hero Honda. These companies are highly responsible for the growth of many companies belonging to different sectors mainly due to their effective advertisement strategies.

2.9 Marketing Promos Targeting Children

Children play an important role in the household decision making process by attempting to influence their parents acquisition, usage and disposition behavior. The most common is that children nag until their parents finally give in. Research finds that success of such attempts on the type of offering, characteristics of the parents, age of the child and stage of the process. Children are more likely to influence the parents for the purchase of child related products as cereals, cookies, snacks, car vacation and new computer technologies. For clothing and toys, children often use that argument that Everyone else has one and because parents want to avoid being identified as scrim piers they will often given in. Interestingly, children consistently overestimate how much influence they have in most of the decisions. Working and single parents on the other hand are more likely to give in because thay face more time pressures. Another important finding is that the older the child the more influence he/she will exert on the parents.

Targeting Children
Marketers are increasingly targeting the young children because of the influence that these kids have on their parents; buying decision. Advertisers are influencing the kids through various educational programs, developing an emotional connect with the kids. In India, kids have a considerable amount of demographic representation which marketers want to capitalize on. Marketers are targeting the kids because kids influence buying decisions, they exert pressure on the parents for a certain product purchase and they are the future adult consumers. In the earlier days, marketers aimed at influencing the parents for purchase related to kids products. Of late, marketers are trying to influence the kids directly through various promos and contests that provide them with lots of fun and games and certain other promotional events. The promos aim at increasing the brand visibility and

adventure. By doing so, marketers are aiming to occupy the young minds successfully. Generally, the contests are specially designed to target a particular age group of kids. The response from the kids is usually high because of the emotional tie-ups which is generated by the promos. This is the major success factor for the marketers. The common thing in all these promos is that they provide fun and adventure to the children.

CHILDREN & ADVERTISING

Advertising to children is the act of marketing or advertising products or services to children, as defined by national legislation and advertising standards. Advertising to children is often the subject of debate, relating to the alleged influence on childrens consumption. Rules on advertising to children have largely evolved in recent years. In most countries, advertising for children is now framed by a mix of legislation and advertising self-regulation.

3.1 Effect of Advertising on Children

According to an in depth research done on the influence of advertising on children it was found that children between the age of 2 and 15 watch an average of 21.5 hours of TV a week and may see between 22000 and 25,000 commercials a year. 2 And its impact on children can not be overlooked. Television viewing which frequently limits childrens time for vital activities such as playing, reading, learning to talk, spending time with peers and family, storytelling, participating in regular exercise, and developing other necessary physical, mental and social skills, has become the major source of information and entertainment and mostly guides their thinking and living patterns. As far as children are concerned, in a matter of seconds, most of them can mimic a movie or TV character, sing an advertising jingle, or give other examples of what they have learnt from media. These examples may include naming a popular brand lets say from toothpaste to beer or from play fighting to striking a "sexy" pose. Most of the time the impact is not so immediate or obvious. It occurs slowly as children see and hear advertisements or actions in movies over and over. For instance when time and again they have watched

fighting and other violence used as a way to "handle" conflict or they get an image that smoking cigarettes and taking alcohol make the user more cool and attractive, not unhealthy and deadly, immature minds get rather lured to all such habits which we may not want them to develop. Advertisements and movies also send kids a message that smoking and drinking make a person sexy. They get a message that everybody uses these things and therefore there is no harm if they use either. It would not be an exaggeration to say that advertising in fact, sways teens to smoking and drinking. Teens, who see a lot of ads for beer, wine, liquor, and cigarettes, too admit that it provokes them to drinking and smoking. Alcohol-related problems have proliferated among teens in recent years and have resulted in many negative consequences such as gang rape, thefts, robbery, and murder, indiscipline in school and colleges and use of unfair means and above all untimely deaths and suicides. To our consternation, media heavily promotes unhealthy and malnutricious food like instant food, junk food and sachet packed food. On the contrary, it strongly advocates the viewers that they need to lose weight and be slim and thin. The glamorous presentation indirectly discourages people from taking up the tasks, which need physical activity. Advertising is affecting the whole world and India the country that has inherited a rich traditional culture and values, is no exception to it. Now let us trace some of the advertisements, which are appearing on television screen and how are they distressing the children in India.

3.2IMPACT OF TELEVISION:
Television is one of the most prevalent media influences in children' lives. According to Kids' Take on Media, a survey conducted in 2003 by the Canadian Teachers Federation, watching TV is a daily pastime for 75 percent of Canadian children, both boys and girls from Grade 3 to Grade 10.

How much impact TV has on children depends on many factors: how much they watch, their age and personality, whether they watch alone or with adults, and whether their parents talk with them about what they see on TV. To minimize the potential negative effects of television, it's important to understand what the impact of television can be on children. Below you will find information on some areas of concern. Violence Over the past two decades, hundreds of studies have examined how violent programming on TV affects children and young people. While a direct "cause and effect" link is difficult to establish, there is a growing consensus that some children may be vulnerable to violent images and messages. Researchers have identified three potential responses to media violence in children:

Increased fearalso known as the "mean and scary world" syndrome Children, particularly girls, are much more likely than adults to be portrayed as victims of violence on TV, and this can make them more afraid of the world around them. Desensitization to real-life violence Some of the most violent TV shows are children's cartoons, in which violence is portrayed as humorousand realistic consequences of violence are seldom shown. Increased aggressive behaviour This can be especially true of young children, who are more likely to exhibit aggressive behaviour after viewing violent TV shows or movies.

Parents should also pay close attention to what their children see in the news since studies have shown that kids are more afraid of violence in news coverage than in any other media content. Fear based on real news events increases as children get older and are better able to distinguish fantasy from reality. Effects on healthy child development Television can affect learning and school performance if it cuts into the time kids need for activities crucial to healthy mental and physical development. Most of children's free time, especially during the early formative years, should be spent in activities such as playing, reading, exploring nature, learning about music or participating in sports. TV viewing is a sedentary activity, and has been proven to be a significant factor in childhood obesity. According to the Heart and Stroke Foundation of Canada almost one in four Canadian children, between seven and 12, is obese. Time spent in front of the TV is often at the expense of more active pastimes. A Scientific American article entitled "Television Addiction" examined why children and adults may find it hard to turn their TVs off. According to researchers, viewers feel an instant sense of relaxation when

they start to watch TVbut that feeling disappears just as quickly when the box is turned off. While people generally feel more energized after playing sports or engaging in hobbies, after watching TV they usually feel depleted of energy. According to the article "this is the irony of TV: people watch a great deal longer than they plan to, even though prolonged viewing is less rewarding." As well as encouraging a sedentary lifestyle, television can also contribute to childhood obesity by aggressively marketing junk food to young audiences. According to the Canadian Paediatric Society, most food advertising on children's TV shows is for fast foods, candy and pre-sweetened cereals. Commercials for healthy food make up only 4 per cent of those shown. A lot of money goes into making ads that are successful in influencing consumer behaviour. McDonald's, the largest food advertiser on TV, reportedly spent $500 million on their "We love to see you smile" ad campaign. Sexual content Kids today are bombarded with sexual messages and images in all mediatelevision, magazines, advertisements, music, movies and the Internet. Parents are often concerned about whether these messages are healthy. While television can be a powerful tool for educating young people about the responsibilities and risks of sexual behaviour, such issues are seldom mentioned or dealt with in a meaningful way in programs containing sexual content. According to a 2001 study from the Kaiser Family Foundation, entitled Sex on TV, three out of four prime time shows contain sexual references. Situation comedies top the list: 84 per cent contain sexual content. Of the shows with sexual content, only one in ten included references to safe sex, or the possible risks or responsibilities of sex. In shows that portrayed teens in sexual situations, only 17 per cent contained messages about safe and responsible sex.

Special Issues for Children

Television viewing generally drops during adolescence as young people start to spend more time socializing, doing schoolwork, and using other media, such as music, video games, computers and the Internet. Because watching television is a relaxing activity, requiring low levels of concentration, teens tend to watch TV when they're alone or bored. But even though viewing drops during these years, it's still important for parents to know what their kids are watching. For teens, television is a major source of information about sex. A survey conducted in 1997 by the Kaiser Family Foundation found that 61 per cent of young teens, ages 13-15, rated entertainment media as their top source of information on sexuality and sex health. This should concern parents because although two-thirds of TV shows contain sexual content, only one in ten includes any reference to safe sex or the consequences of unprotected sex.

The main focus of many teen dramas is sex, with each episode containing countless verbal and visual references to sexual activity. These highly sexualized portrayals of relationships bear little resemblance to the real lives of teensand are generally not balanced by clear messages about safe and healthy attitudes towards sex. An article in Rolling Stone magazine summarized what teen shows tell us about today's young people:

they all look sexy they don't seem to have parents they don't need an education they find high school boring they live in a world that doesn't resemble reality at all

The early teen years are considered a crucial time for the development of healthy self esteem. Insecurities over attractiveness and weight are increasing while at the same time teens are bombarded with TV images of impossible thinness and beauty. It's important that young people understand that most of the images they see on TV are unrealistic and unattainable. Because teens are usually not supervised when watching television, parents have to make a concerted effort to find out what they are watching. You can help lessen the negative effects of TV if you:

watch your teens' favourite shows with them occasionallyif they'll let you! use television as a springboard for talking about topics such as sex, AIDS, smoking, drug and alcohol use, divorce and peer pressure talk about what you find objectionable on TV, and ask their opinions encourage teens to analyze and question what they see on TV steer kids towards diverse, good quality programming such as science shows, documentaries, news, realistic teen dramas watch music videos with your kids and discuss the often-sexist images of women and the representations of masculinity

The Good Things About Television

TIP: Create your own family TV-viewing traditions, such as watching Olympic coverage, the NHL playoffs, classic movies or a weekly comedy show. Television is an inescapable part of modern culture. We depend on TV for entertainment, news, education, culture, weather, sportsand even music, since the advent of music videos. With the recent explosion in satellite and digital speciality channels, we now have access to a plethora of both good quality and inappropriate TV content. In this crowded television environment, the key for parents is to search out high quality TV programs for their kids, and whenever possible, enjoy them together as a family. Television offers lots of benefits to kids, including: Because of its ability to create powerful touchstones, TV enables young people to share cultural experiences with others. Shared viewing gives family members of all ages an opportunity to spend time together. Parents can use TV as a catalyst to get kids readingfollowing up on TV programs by getting books on the same subjects or reading authors whose work was adapted for the programs. Great television can teach kids important values and life lessons. TV programs often explores controversial or sensitive issues, which can make it easier for parents and kids to discuss them. Educational programming can develop young children's socialization and learning skills. News, current events and historical programming can help make young people more aware of other cultures and people. Documentaries can help develop critical thinking about society and the world.

Scope
Scope was limited to the geographical boundary of Ludhiana city. The scope of the research is to identify the effect of television on chidren .The research is based on primary and secondary date. Due to time constraints only limited number of respondents is contacted. This study only focused on how a marketing has its impact on todays youth.

Limitations of the Survey

Due to resources and time constraints the study was limited to Ludhiana city. Sample was chosen according to convenience and such sample might not be representative of the universe. Being an opinion survey, the personal biases of the respondents might have entered in their response. As the study and its results are based on primary data, the probability of personal bias cant be overruled. Since the sample size was 100, so the findings and conclusions of the study only suggestive not conclusive, inspite of the best and honest efforts. It cant be accepted as a piece of excellence and is limited to the knowledge and experience of a student.

Research Methodology
RESEARCH:
It is regarded as a systematic process is any form of systematic and arranged investigation to organize facts or gather data, and is often related to problem that has to be solved .Research is the study of materials, sources and data in order to get conclusions. This project describes the methodology adopted for conducting the study on Effect of marketing on children.

RESEARCH METHODOLOGY:
It enumerates the description of the sampling plan. Research instruments used for the collection of data, pre testing of questionnaires, the use of statistical tools and the techniques for the analysis of the collected data.

RESEARCH PLAN:
To meet the objectives of the study undertaken, descriptive research type was adopted.

RESEARCH DESIGN:
It is an arrangement of plan, which guides the collection of data and analysis of data. The purpose of research design is to ensure that the data collected is accurate and relevant. Any research work requires clarity of objectives to be achieved effectively. Research design is so chosen that the analysis is accurate.

SELECTION OF POPULATION:
Due to constraints, the study has been conducted in the city of Ludhiana. The population for the research was the general people.

SELECTION OF SAMPLE:
Sampling unit: consisted of students, women and men of all ages.

Sampling size: The sample for this research was 100 respondents. Sampling procedure: judgement and convenient sampling techniques were adopted.

SAMPLING TECHNIQUE :
The sampling technique used in this research is non probability convenience sampling. In such a technique, researcher seeks his or her own convenience to reach the ultimate target group.

RESEARCH INSTRUMENTS:
DATA: For the purpose of research, questionnaires were used to interview the respondents. The questionnaires were developed so as to obtain responses relevant to the objectives of the research. While designing the questionnaires every attempt was made to make it precise so that the purpose of filling up the responses does not consume time. To find the general attitude, perception, beliefs and intentions of people towards Effect of television, a questionnaire was developed. The questionnaire, which was administered to the respondents for the purpose of collecting primary data, was a structured one. The questionnaire included dichotomous, rating, type of questions which were aimed at knowing the instant and unbiased response of the respondents. DATA COLLECTION METHOD: Primary data: in this study, I have used the unbiased structured questionnaires and personal interviews as the method for receiving primary data. Secondary data: in this study, I have acquired the information from various newspapers, magazines and various websites. ANALYSIS AND INTERPRETATION TECHNIQUES: For data analysis and interpretation , the data was processed with various tools of percentages. For interpretation various tools have been used and they are as follow: Tables Graphs Pie chart

Ques. 1. How many hours a day your child watch TV?

Table:

Frequency

No. of response 19 34 34 13

% of response 19 34 34 13

Less than 1 hour 1-2 hours 2-3 hours More than 3 hours

INTERPETATION: In this table figures show that 19% children watch the television for less

than 1 hours and 34% children watch the television for 1-2 hours and also for 2-3 hours and minimum of 13% children watch More than 3 hours.

Ques. 2. How does your child feel after watching tv for a long time?
Table: Type Good Tired No. of Responses 48 8 % of response 49.48 8.24

Bored

Increased curiosity to watch more Excited about product

11 13 17

11.34 13.40 17.52

INTERPETATION: Above table shows the 49.48% feels good after watching Tv.8.24% feels

tired,11.34% get bored and 13.40% feels curiosity to watch more.17.52 % feels excited about product.

Ques. 3. What kind of channel your child like to watch on TV? Table: Type Cartoon/ kids channels Movies channels Music channels Family channels No. of Responses 43 20 33 21 % of Response 36.75 17.09 28.20 17.95

INTERPETATION: As the above table show that most of children watch cartoon/ kids channel that is 36.75%,movies channel that is of 17.09%,music that is 28.20%, family channel that is 17.95%.

Ques. 4. Is it easy for the TV commercials to convince your children to buy certain products? Table: Type Easy to convince Difficult to convince No. of Responses 78 22 % of Response 78 22

INTERPETATION: This table shows that 78 % responded think there is easy to convince

children for TV commercials.and 22% people think that there is no easy to convince children for TV commercials .

Ques. 5. What kind of skills does advertising helps in developing ? Tables: Type Physical skills Mental skills Social skills Does not help at all No. of Responses 23 49 35 15 % of Response 18.85 40.16 28.68 12.29

INTERPETATION: Above table shows advertising helps in developing 18.85%

physical skills of children. And it helps in developing 40.16% mental skills. and also helps in developing 28.68% social skills. 12.29 says it doesnt help at all.

Ques. 6. What kind of effects have you observed on your child because of advertising? Table: Effects Positive Negative No. of responses 65 35 % of response 65 35

INTERPRETATION: Above table shows that 65% people think that there is positive impact of TV and 35% people think there is no negative impact of TV.

Ques 7. what is your attitude towards effect of advertising on children? Table: Attitude Increasing awareness Dimanding unnecessary things Violent/rebellious Becoming shameless Makes them No. of Responses 47 28 8 3 32 % of Response 39.83 23.72 6.77 2.54 27.11

intelligent

INTERPRETATION: Above table shows the effect of advertising on children 39.83% feels it increasing awareness very much, and 23.72% is demanding un-necessary things ,6.77% is get violent easily and 2.54% is becoming shameless. And 27.11% people think it makes intelligent .

Ques.8. According to you does advertising give the negative impact on children ? Tables: Response Yes No No. of Responses 28 70 % of response 28.57 71.4

INTERPETATION: Above table shows that 28.57% people think that there is negative impact

of TV and 71.4% people think there is no negative impact of TV.

Ques 9. If yes, what negative effects have you observed? Table: Effects Rude behaviour Impatience Abusive Language Over demanding No. of Responses 9 16 8 18 % of Response 17.64 31.37 15.68 35.29

INTERPRETATION: Above table shows the negative impact of TV that is rudely behavior of teenager is 17.64%., and 31.37% is impatience ,15.68% is used abusive language and 35.29% people are overdemanded.

Ques 10 How often does your child insist you to purchase any product after watching ad of the same? Table: Type Often Sometimes Rarely Not at all No. of Responses 9 61 26 4 % of Response 9 61 26 4

INTERPRETATION: In the above table shows that 9% often insist parents to purchase any product after watching ad of the same.61% sometimes insist parents to purchase any product after watching ad of the same and 26% rearly insist parents to buy a product.and 4% not interested at all.

Ques11 What kind of products your children generally demand for? Table: Type Confectionary Clothe Toys Any other No. of Responses 19 40 41 22 % of Response 15.57 32.78 33.60 18.03

INTERPRETATION: In the above table shows15.57% children demands for confectionary product. 32.78% children demands for clothe . and most of the children demands for toys. And 18.03% children are interested in other products.

Ques 12 . Have you ever to purchased that product for your Children? Table: No. of Response Responses Yes No 72 28 % of Response 72 28

INTERPRETATION: Above table shows that 72% people purchased that product for children. and 28% people dont purchased that product for children.

Ques 13 What are the reasons your child give while insisting for a product? Table: Reasons It gives free tattoo or any other thing His/Her friends has that product His favorite cartoon character/favorite celebrity is associated with it Want to be like the No. of Responses 22 41 31 % of Response 18.48 34.45 26.05

25

21

character of that

INTERPRETATION: As the above table show that 18.48% children insists parents for buying
the product because it gives free tattoo or any other things. most of (34.45) children insists parents because his/her friends has that product. 26.05% insists because his favourite cartoon character/ favourite celebrity is associated with it. And 21% insists for product because they want to be like the character of that.

Ques 14 . Do you think advertisements are exposing your children to sexual content? Table: Response Yes No No. of Response 25 75 % of Response 25 75

INTERPRETATION: Above table shows that 25% think advertisements are exposing your children to sexual content. And 75% think think advertisements are not exposing your children to sexual content.

Ques15 . What kind of behaviour have you observed because of above? Table: Type Imitates what he see Surfs adult channels Indecent behavior Vulgar language No. of Responses 51 9 37 12 % of Response 46.78 8.25 33.94 11

INTERPRETATION: Above table shows 46.78% children Imitates what he see. This behavior is very much. And very low 8.25% surf adults channels . 33.94% has indecent behaviour.and 11% uses vulgar languages.

Ques 16 What efforts are you putting in to reduce the negative impact on your child? Table: Efforts Making the schedule for watching TV Remains alerts Lock some channels Make him busy in other activities No.of Responses 24 20 24 36 % of Response 23.07 19.23 23.07 34.61

INTERPRETATION: This question was frame to know the reasons how can be reduce the negative impact on your child, so the majority of people have taking efforts for making him busy in other activities. And least of the people remains alerts.

Findings and Suggestions:

Survey depicts that majority of people prefer television as a source of entertainment. And maximum children spend their time on watching TV for 1-2 and 1-3 hrs a day. Children like most of the cartoon channels.

 The another channel that is watched by except of these channels and shows is MUSIC channels.

After music channel children like to watch family & movies channels.
. From the analysis we are able to know that children improve their vocabulary language and dressing sense through television. Children believe that the abusing language should not be used. Survey depicts that sometimes television has bad impact on mind and health of youngsters. Television reduces the trends of outdoor games. Preview ahead programs that your kids want to watch and make an informed decision as to whether they are appropriate or not. Try and restrict television time to one or two hours per day, however, keep in mind that quantity is not as much an issue as quality. In other words, it's what is watched more than how much is watched that is most important. Substitute your children's favorite videos for network programming. Most kids like to watch favorite videos repeatedly. Frankly discuss any violent content with your children. Be sure that they have a firm grasp on the difference between fantasy and reality. Focus on the suffering caused by violence as opposed to

messages that portray violence as acceptable. Research has found that one of the best ways of avoiding the negative effects of TV violence on children is to involve them in discussions about how children can be fooled or hurt by what they see on television. Encourage viewing of pro-social and educational TV programming. Some research suggests that viewing television programs that enhance learning, teach moral lessons, and model caring behavior. Find alternatives to watching TV. Encourage reading, participation in sports or extracurricular activities, or simply more creative play that occurs when the TV is off or also make them busy in another activities.

CONCLUSION
While it has been perceived, In this contemporary world that the advent of television brought about desirable and unpleasant effect to youngsters and children, there had been no such things as proper guidance of parents to these innocent ones. Despite the fact that the researchers have suggested Ways on minimizing undesirable effects on youngsters and children. We still cant risk having these numerous unpleasant effects, outnumbered effects. There would be no better suggestions for parents and social programmers to guiding these delicate minds of future.

ANNEXURE
Questionnaire RESEARCH PROJECT ON EFFECTS OF ADVERTISEMENT ON CHILDREN NAME _________________ AGE____________ SEX___________

Ques. 1. How many hours a day your child watch TV? Less than 1 hour 2-3 hours 1-2 hours More than 3 hour

Ques. 2. How does your child feel after watching tv for a long time? Tired Increased curiosity to watch more Ques. 3. What kind of channel your child like to watch on TV? Cartoon /Kids channels Music channels Movies channels Family channels Good Bored Excited about product

Ques. 4. Is it easy for the TV commercials to convince your children to buy certain products? Easy to convince Difficult to convince

Ques. 5. What kind of skills does advertising helps in developing ? Physical skills Social skills Mental skills Does not help at all

Ques. 6. What kind of effect have you observed on your child because of advertising? Positive Negative

Ques 7. what is your attitude towards effect of advertising on children? Increasing awareness Violent/ rebellious Makes them intelligent Demanding un-necessary things Becoming shameless

Ques.8. According to you does advertising give the negative impact on children ? Yes No

Ques 9. If yes, what negative effects have you observed? Rude behavior Abusive language Impatience Overdemanding

Ques 10 How often does your child insist you to purchase any product after watching ad of the same Often Sometimes Rarely Not at all Ques11 What kind of products your children generally demand for? Confectionary Toys Clothe Any other

Ques . Have you ever to purchased that product 12 Yes Nofor your Children? Ques 13 What are the reasons your child give while insisting for a product? It gives free tattoo or any other thing His/Her friends has that product His favorite cartoon character/favorite celebrity is associated with it Want to be like the character of that

Ques 14 . do you think advertisements are exposing your children to sexual content? Yes No

Ques15 . What kind of behaviour have you observed because of above? Imitates what he see Indecent behavior Surfs adult channels Vulgar language

Ques 16 What efforts are you putting in to reduce the negative impact on your child? Making the schedule for watching TV Lock some channels Thank you Remains alerts Make him busy in other activities