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Research Methodology
Statement of the Problem
Through this report we want to find out how children are influenced by the advertisements especially of confectionary products. So the statement of this project would be Effect of Advertisements on Children with special reference to
confectionary products
The research process goes within the following confectionary products: Biscuits Chocolates Wafers Noodles Sauces Health Drinks
To know the children's awareness about confectionary Products & their advertisements. To study the impact of advertisement of confectionary Products on children. To know whether is there any connection between TV watching habit of children and their medium of study or not.
Research Design
Research design selected for this project is Descriptive.
Sampling Plan:-
Target Population
: - Target population for this research would be children with age of 8-15 and their parents.
Sample Unit
: - Sample unit for this research would be children with age of 8-15 and their parents of a selected area.
There are mainly two of sampling methods which are being used by the marketers: 1. Probability Sampling (Random Sampling) 2. Non probability Sampling Probability sampling is a method for drawing a sample from a population such that all possible samples have a known and specified probability of being drawn. Non probability sampling is a sampling procedure in which the selection of population elements is based in part on the judgment of the researcher or field interviewer. The sampling method for this report would be probability sampling because here each sample has equal chance of being selected and again it would be stratified random sampling Data Collection Method:
Primary Data
Primary Data is the one that is being collected by the researcher itself and is being collected for the first time. Researcher has collected this data with a specific purpose of studying the problem. Primary Data in the research process would be collected by filling up questionnaires from children and their parents.
Secondary Data
Secondary Data is the data that already exists and in ready to use format and gathered by somebody else. This data can be in the form of articles in magazines, journals, government reports or any other historical data. It might even be the different articles in newspaper and on the internet blogs. Secondary Data that would be used by researcher in the research process as supportive documents are from the various newspaper articles, magazines related to specific industry, books in the specific field of advertising and various different internet sites.
Tentative plan:The tentative plan for this research would be as following. Research methodology Advertising Industry Indian Advertising Industry Children and Advertising Rules and Regulations of Advertising to Children Analysis of Primary Data
Beneficiaries
Beneficiaries of this research would be researchers, students & the company with confectionary products.
Limitations
The major barriers in conducting the survey are: 1. Time Limitation 2. Financial Limitations 3. Geographical Limitations 1. Time Limitations For a researcher time has always worked as a barrier to his/her research process. As we are conducting the survey in the different schools of Ahmedabad city and observing the students aging between 8 years to 15 years, time has always worked as a limitation to the research process 2. Financial Limitations
ADVERTISING INDUSTRY
Effect of Advertisements on Children with special reference to confectionary products
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2.2 History
As education became an apparent need and reading, as well as printing, developed advertising expanded to include handbills. 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. However, false advertising and so-called "quack"(fake) advertisements became a problem, which ushered in the regulation of advertising content. 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 1843, the first advertising agency was established by Volney Palmer in Philadelphia. At first, agencies were brokers for ad space in newspapers. N.W. Ayer & Son was
7
campaignfeaturing such headlines as "Think Small" and "Lemon" ushered in the era of modern advertising by promoting a "position" or "unique selling proposition" designed to associate each brand with a specific idea in the reader or viewer's mind. This period of American advertising is called the Creative Revolution and its archetype was William Bernbach who helped create the revolutionary Volkswagen ads among others. Some of the most creative and long-standing American advertising dates to this period. 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.
Advertising is, in fact, the most influential and powerful medium in the present commercial society. It creates an entire worldview, shaping our attitude and beliefs. Advertisements pervade every aspect of our life and most of us are hardly aware of it. In the movement for equal status and fair treatment to women, an important part is attributed to the mass media, particularly to electronic media. The central position of media in daily life ensures its role in advertising business. The meanings that are created by media are not fixed, but they vary according to cultural, historical and social context of the people concerned. The common man judges the products on the basis of the understanding his society and culture has inculcated into them.
Symbolism is one of the major aspects of advertisement and it is to be noted that a change has occurred in this context. Use of women to promote a concept or product is increasing day by day. In the advertisement world, advertisers have picked up women for advertising of consumer commodities. Women are used in TV commercials as weapon of persuasion.
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).
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
Effect of Advertisements on Children with special reference to confectionary products 14
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
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
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
Year 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Users 14,00,000 28,00,000 55,00,000 70,00,000 1,65,00,000 2,25,00,000 3,92,00,000 5,06,00,000 4,00,00,000 4,20,00,000
Usage Source ITU ITU ITU ITU ITU ITU C.I.Almanac C.I.Almanac IAMAI Internet world star
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). During the 2007 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 Effect of Advertisements on Children with special reference to confectionary products 22
understanding the underlying message, thus weakening the advertisements effects. So, a common and frequently made mistake made in current commercials is that they often end up communicating product features while obscuring their message and emphasizing technological prowess. 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 communicating on consumer benefits, rather than The keys one to of hard appeal, for these
product
characteristics.
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.
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. What is the role of advertising in the demand function? One response of this question is that a company can sell more of its product by informing consumers about the product. The information may include its existence, price, promotion, quality, etc. Therefore advertising is seen as providing information to consumers. The other response is that advertising searches the way of persuading consumers to purchase the advertised products by appeals to snobbery, associations of the product with favored people or situations, repetition of the same message and so on. Advertising shows the last style and the new popular products in the market. It displays ideal individuals wearing the new clothes and looking good. Customers are jealous of this perfection. So that, they go out and purchase in hopes of reaching perfection.
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
BBDO Worldwide is one of the major three networks under the umbrella of Omnicom. BBDO Worldwide has long been recognized as the most prestigious advertising network globally. Its estimated total revenues for 2008 amount to $2.0B. 2. McCann Erickson, United States
McCann Erickson is the largest agency with global coverage. Its main business focuses on traditional advertising operations. It also offers a range of innovative marketing services under the umbrella company known internationally as McCann World group. Its estimated total revenues for 2008 amount to $1.7 B.
3.
DDB is one of the triumvirate networks under the portfolio of Omnicom. It maintains a lower profile compared to the other two networks that form the triumvirate network of Omnicom. Its estimated revenues for 2008 are at $1.5 B
4.
TBWA Worldwide completes the triumvirate of networks under the Omnicom advertising group. It is more on the non-traditional lines and usually dabbles on the quirky side of the business. Its total revenues for 2008 are estimated to have reached $1.4 B.
5.
Euro RSCG Worldwide is one of the two major advertising agencies in France. Its global reach covers about 75 countries. After growing through some organizational challenges, Euro RSCG Worldwide returned to the global scene under a new management group and immediately earned recognition in major publication in the
JWT is sort of a legend in the advertising world. It is recognized as the first advertising agency that was ever organized. The advertising agency implemented major and strategic changes. Its estimated revenues for 2008 are about $1.2 B.
7.
Y & R Brands is the umbrella organization of several leading marketing service companies which include leading agencies Y & R and direct marketing outfit Wunderman. It is a 100% subsidiary of WPP although it maintains a fairly self contained operation. It has gone through difficult stages in its operations primarily to the disparate performance of the member agencies. The estimated revenues for 2008 of Y & R are placed at $ 1.1 B. 8. Publicis Worldwide
Publicis Worldwide is the biggest ad network under the umbrella group Publicis Groupe which also includes Saatchi & Saatchi and the Leo Burnett advertising network. It has made significant inroads in its ranking with strategic acquisitions.
9.
DraftFCB officially started business operations in 2006. Its core business is the integrated marketing business portfolio focusing on a wide range of specialties and disciplines. Its estimated volume of business for 2008 is about $955 M.
10.
Wisdek, Canada
Wisdek is one of the emerging and leading online marketing and advertising outfits. It is renowned for innovative and creative marketing solutions designed for companies that are highly reliant on the Internet. It broke ground in 1998 and has
The most local of the internationals, The most international of the locals are words
written to describe the identity of Ogilvy. Basically, what this means is that the advertising agency follows the local market, understands the customer's needs and then networks worldwide with MNC and other relevant clients. In all its years of business, Ogilvy has struggled to build brands and has proved its ability to build brands. The agency does its best to enhance the customer-brand relation. For this, it undergoes the process of scrutiny of the tools and techniques which work well to build a long and lasting association with a brand. Mudra communications Pvt. Ltd:- Head: Mr. Madhukar Kamath: The agency practises the art of communication in order to express ideas that can shape the brands. As the name suggests, the agency is influenced by the artistic traditions of Indian dance, drama and painting. These, in turn, inculcate feelings, ideas, thoughts and emotions for the success of a brand. Mudra peeps into the local consumer markets, channels and media, and has its own identity in communication of brands. It looks for the entrepreneurial zeal which causes continuous and speedy growth for each brand. The advertising agency always
Throughout this history of children's television advertising, researchers have criticized in different ways the use of television commercials directed to children (Tseng, 2004). In the late 1970s, a research team funded by National Science Foundation (NSF) estimated that children viewed an average of about 20,000.commercials per year (Adler in Singer, 2001). There was so little study on this topic during the 1950s, the majority of the studies on children's television advertising environment goes from the 1970s onward (Alexander et al. 1998).
Four types of products advertised to children during the 1970s were limited: toys, cereals, candies and snacks, and fast foods. Male voiceovers accounted for the great majority of ads coded, and animated characters seldom appeared (Barcus in Tseng, Eliana Shiao; 2004). While marketers and advertisers heightened their interest in the child market during the 1980s, research on children's television advertising of that period consisted mainly on replications and extensions of previous studies (Tseng, 2004).
Childrens television advertising is rapidly becoming a major concern to government agencies, citizens. groups and researchers in many areas of the social sciences ( Resnik, Stern and Alberty; 1979).Children who watch a lot of television, want more toys seen in advertisements and eat more advertised food than children who do not watch as much television (Strasburger, 2002). Children also urge their parents and friends to be sure to watch certain commercials (Fox in Jarlbo, 2000). According to (Resnik, Stern and Alberty, 1979), television advertising and its effect on consumption patterns, values, and social interaction have been hotly debated for many years. But only recently has the controversy focused on its differential impact on special Effect of Advertisements on Children with special reference to confectionary products 45
According to McNeal (1992) American children spent over USD 132 billion on 62 product categories of products were influenced by children. The number of commercials per hour on American television increased significantly towards the end of the decade. They provide a strong indication that American children are today exposed to more than 25 000 commercials per year via television (Kunkel & Roberts 1991). In 1997, $1,3 billion was spent on television advertisements directed at children. Counting all media, advertising and marketing budgets aimed at children approached $12 billion (McNeal, 1999). It is estimated that children may view as many as 40,000 commercials each year (Strasburger, 2001). In one of the research project about the influence of television advertising on children and teenagers, Hanley (2000) found that the younger children (aged 911) were very vague in their recall of current television advertising. The examples they came up with were often unbranded, with the recall attached to the story. or characters instead, e.g. Honey Monster (Sugar Puffs), cartoon elephant (Charmin toilet roll). Older children (aged 1216) recalled advertising they enjoyed or disliked. The appeal often related to the storyline., characters featured or the product. For instance, they mentioned Rolo (elephant never forgets), as well as KitKat, Argos (toys), and McDonald.s. They identified three main ways in which television advertising seemed to influence children: pester power; Many parents felt that advertising had the power to make a significant impression on their children. Those featuring children, cartoon characters, animals, catchy. tunes and phrases, colour, dynamic special effects, aspirational celebrity heroes, humor and childrens products (e.g. confectionery, cereals and toys) were most likely to be referred to:
De Bens and Vandenbruaene (1992 pg 27) conveys that childrens attention is affected depending on whether they are watching TV alone, with their parents or with other children of the same age. Children.s attention depends on whether they are playing, eating or occupied with something else while watching TV. Generally it is assumed that these factors contribute to reducing childrens attention to TV advertising (De Bens and Vandenbruaene, 1992).
In less developed countries the trend appears to follow the same pattern as in the developed world, although the market size may be comparatively small. Increasingly, children have become not passive observers, but active participants in
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
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.
Even the code for advertising, although outdated and inadequate, is conscious of implications to children of certain broadcasts and realizes the scope for misuse. For example, under the code no advertisements should be accepted which lures children to believe that if they do not own or use the product advertised they will be inferior to other children or that they are liable to ridicule for not owning or using a particular brand. However, in reality there is neither
strict monitoring of the advertisements nor a rigid follow-up despite that many ads on television fall under this category. And most of these childrens channels have become marketing outlets for brands altogether to India. Against this background and in this context there are certain recent trends on the Indian TV scene, which need to be taken note. More and more channels are going for childrens programmes. In fact, more channels are coming in describing themselves as childrens channel or positioning themselves as such.
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
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.
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, games and certain other promotional events. The promos aim at increasing the brand visibility and 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 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 kids.
Many more such contests have been conducted by marketers like Funskool which conducted the Little Pet Shop Coloring Contest, Cadbury with the Bournvita quiz contest, ITCs Classmate notebooks young authors contest and so on.
Marketers Expectation
The marketers conducting such contests usually aim for brand recall which would get converted into sales after the contests. Kids are generally open to experimentation and if you can weave them into your game plan, they can be excellent Carriers of new innovations and quality products in to homes, says Vijay Subramaniam, General Manager (Laundry and Homecare), Henkel India. The marketers provide excitement to the kids through fun and adventure programs and ultimately aim to increase the sales considerably. By organizing such contests, the marketers prompt the kids to buy and use their products once. Also these contests generate a demand for the products. By aiming at brand recall the marketers aim at increasing their market share
Conclusion
Marketing through contests and influencing kids is not a favorable option many of the times. Even though they generate a lot of fun and excitement, launching very aggressive marketing campaigns could create some ill effects on the children and thereby gain the wrath of the parents. Hence, the parents and elders in the families must ensure that the kids do not fall prey to these kinds of promos. Apart from this, the government should take some initiatives and put some restrictions on such ads.
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
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.
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.
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.
Television
The Cable Act provides guidelines for programmes and advertisements on television. All programmes must adhere to the codes before being transmitted. The codes of the Cable Act include the following provisions relating to children:
Programmes on cable television should not denigrate children. Programmes meant for children should not contain any bad language or explicit scenes of violence. Programmes for adults should normally be aired after 11 pm and before 6 am Programmes unsuitable for children must not be shown at times when the largest numbers of children are viewing. Unhealthy practices showing children begging or acting in an undignified or indecent way are prohibited. A first offence for contravening the Cable Act is punishable with up to two years imprisonment or with a fine of up to 1000 rupees (12) or both. For subsequent offences, the punishment is prison for up to five years and a fine of up to 5000 rupees (about 60).
Shaktiman
The childrens television series Shaktiman has been a cause of controversy in India for several years. Children across the country have attempted to emulate their hero, Shaktiman, with tragic consequences. Since 1998 there have been several accidents and fatalities as children have risked their lives believing that Shaktiman will be there. There have been several court cases to stop save them, or that they can assume his powers broadcast of the programme, but as litigation in India often takes place over several years, most of the cases are still pending. However, the legal process has resulted in a caution notice being displayed at the beginning of the programme, aimed at children and parents, highlighting that Shaktiman is a fictional character and his actions should not be imitated. Unfortunately the law does not seem to have solved the problem. On 23 June 2004 a nine-year-old school girl in Kolkata accidentally hung herself by attempting to twirl in the air like the superhero.
Advertisements
Effect of Advertisements on Children with special reference to confectionary products 70
Internet
Regulation on the internet in India is strict. The IT Act penalizes publication and transmission of material which is obscene, lascivious or appeals to prurient interest. The Act can be invoked for such material on the ground that it has the propensity to corrupt the minds of children.
Film
The Board of Film Certification grants appropriate viewing ratings for films. If a film is suitable for all and subject to no restrictions it will be given a U certificate. A UA certificate is granted for films where children under 12 must be accompanied by an adult in the cinema. A film that is not suitable for under-18s is given an A certificate. The granting or refusal of film certificates is published in the Gazette of India (an official government publication that discloses changes in the law or the introduction of new regulations). The certification once granted is valid for a period of 10 years.
Advertising in schools
There are no bars on advertising in schools in India. In fact, Coca-Cola and Pepsi offer several sponsorships to schools, particularly for sporting activities.
Legal Implications :
In India, there are no specific advertising laws that relate to children and food-related advertisements in particular. A host of laws and Acts like the 'Cable TV Networks (Regulation) Act, 1995' and the 'Infant Milk Substitutes, Feeding Bottles and Infant Food Act' deal with children-related advertising in a vague way. Not only are there advertisements that are targeted at children but a host of them that feature young children, even babies. In most parts of the world, there are few or no specific rules concerning food advertising to children beyond the rules which must apply to all advertising. In India, even general rules pertaining to advertising are very lax. Also, there are no regulatory bodies that monitor TV advertisements. Apart from the Ministry of Information and Broadcasting that decides to intervene when it wants to, there are only voluntary groups like the 'Advertising
B. Agriculture Produce (Grading & Marking) Act (Ministry of Rural Development) This Act is commonly known as AGMARK. The Act lays down the specifications for various agricultural commodities including some processed foods. C. Laws being operated by Bureau of Indian Standards (BIS) BIS is the standard body for formulating standards for various food items. These standards are also voluntary. D. Essential Commodities Act 1. Harmonization of Food Laws: It is very essential to have one unified and logical law for food regulation than having numerous laws for the same. Following action is being taken by various ministries at present:
Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK 310
As per the task force set up by Prime minister under the chairmanship of Shri Nulsi Wadia, a suggestion has been made to set up a Food Regulation Authority (FRA) to formulate and update food standards for domestic and export market. Also, Harmonization of Indian standard with quality norms of Codex and WTO. Hence it is important that unified law is developed as early as possible.
Education and parental involvement Parental involvement in determining desirable programming is the best choice. Parents have to monitor and control their childrens viewing habits. Studies show that parents play an important role in their childrens social learning, but if a parents views are not discussed explicitly with children, the medium may teach and influence by default. Other media, such as magazines, radio, video games and the Internet, also have the potential to influence childrens eating habits, exercise habits, buying habits and mental health. If children are allowed to be exposed to these media without adult supervision, they may have the same deleterious effects as television. People should be more aware to what kind of advertisement are shown to the children & when some company say that the product have nutritional value and stuff, it should be verified from the trusted source. Be an alert citizen is the message. Parents should be educated with respect to what should be healthy food as per proper nutritional intake for their children.
Role of schools Schools can also play a very active role in making sure that students get healthy diet at its canteen. It is very important that schools do not stock junk food in their canteen, by getting lured by approach of fast food and soft drink companies to stock their stuff. Since children
Advertisement Code Advertisement Code to be monitored by an organization which will take care of the following:
Before any AD is aired on television, the most sought medium by children some code of conduct should be followed. Any food AD should be scrutinized with regards to the claims they are making & the food ingredients should meet some standards laid down by recognized organization like WHO. The stipulated time limit for advertisement is followed by the companies or not. TV Channels generally do not follow any rules regarding advertising air time. Doordarshan poses a limit on advertising time which is a maximum of 7.5 minutes of advertisements in a 30 minute programme. Private TV channels are free to air as many advertisements they like. This is primarily the reason why on some private channels, a 30-minute TV programme gets stretched to 45 minutes or even more. Broadcasting codes for AIR/ Doordarshan Advertising Code:
International Marketing Conference on Marketing & Society, 8-10 April, 2007, IIMK
311 Prasar Bharti. Thus the code has stricter provisions and the main features of the code are as follows: Tobacco products including 'Pan Masala' and liquors are not permitted.
The goods and services advertised should be in consonance with the laws of the country enacted to protect the rights of the consumers.
The commercial should never project a derogatory image of women and should not endanger the safety of children.
Such code of conduct should be made compulsory to private channels also. Government has enacted The Commercial Advertisements on Electronic Media (Regulation) Bill, 2005 which lays down standards for advertisements on electronic media..
The government should indulge more into Social Advertising as its positive impact on kids & society is enormous. Laws related to Advertising should be made more stringent as in the case of foreign countries such as Europe & America.
Summary
There are a few laws which deal with child related advertising issues in India, although these are by no means comprehensive. In practice television channels often flout even the existing vague laws with great impunity. Also there is no particular legal framework for sponsorship of childrens programmes on television so advertising to children in this way is
After COPPA was implemented, several agencies, including the FTC, the Center for Media Education, and the Annenberg Public Policy Center, conducted an evaluation of website practices. All these studies found that the majority of websites linked their home page to their privacy policy. But the studies found fewer efforts to obtain parental consent or to inform parents about how the data collected on the site would be used. Although researchers now have a reasonably good idea of what takes place on online websites, they still know little about how children perceive, understand, or participate when asked for personally identifying information. No database as yet documents such information on the part of child consumers of different ages. Spyware in which an outside agent installs a program
technologies together under one umbrella, it is sensible to have uniform standards for marketing to children across varying media platforms. Ultimately, though, all of these practices have some protection because of the First Amendment guarantee of freedom of speech. Although advertisers do not enjoy the same freedom as everyday citizens in their right to speak as they wish, they have considerable leeway to present the content that they wish, and it is up to advocacy groups to demonstrate that any regulation is necessary. Indeed, the Central Hudson Test, the primary legal argument for limiting commercial speech, has been interpreted in recent years as calling for the least amount of interference in the advertisers right to speak as they wish. Moreover, in many cases the online environment is not even constrained by U.S. law. Setting up an online shop in a different country, for example, can insulate users from prosecution for violating a number of laws that they would have to follow within the United States. Conclusion
The type of products that may be advertised. The content or creative approach that may be used. The media that all advertisers are permitted to employ. The amount of advertising a single advertiser may use in total or in a specific medium. The use of foreign languages in ads. The use of advertising material prepared outside the country. The use of local versus international advertising agencies. The specific taxes that may be levied against advertising.
A number of countries ban or restrict the advertising of various products. Cigarette advertising is banned in some or all media in numerous countries. The Australian government restricts tobacco advertising to point of purchase. The ban also excludes tobacco companies from sponsoring sporting events. In Malaysia, a government ban on cigarette related advertising and sponsorship was initiated in 2003 in an effort to curb the rising member of smokers in the country.
Recently the tobacco industry has been reducing its advertising efforts in markets around the world, including Asia and Europe, where they have enjoyed much more regulatory freedom.
Government restrictions can influence the use of foreign languages in advertising as well as the production of the ad. Most countries permit the use of foreign languages in print ads and direct mail. However, some do not allow foreign language commercials on TV or radio or in cinema ads, and some restrict foreign language ads to media targeted to foreigners in the country. Marketers, ad agencies, media and trade associations in several European countries including UK and France have begun pushing for self regulation that would include efforts to help children understand and interpret advertising effectively rather than banning efforts to reach them.
There have been increasing efforts to protect the public interest by regulating the content and the influence of advertising. Some examples are: the ban on television tobacco advertising imposed in many countries, and the total ban of advertising to children under twelve imposed by the Swedish government in 1991. Though that regulation continues in effect for broadcasts originating within the country, it has been weakened by the European Court of Justice, which had found that Sweden was obliged to accept foreign programming, including those from neighboring countries or via satellite. In Europe and elsewhere, there is a vigorous debate on whether (or how much) advertising to children should be regulated. This debate was exacerbated by a report released by the Kaiser Family Foundation in February 2004 which suggested that food advertising targeting children was an important factor in the epidemic of childhood obesity in the United States of America. In many countries - namely New Zealand, South Africa, Canada, and many European countries - the advertising industry operates a system of self-regulation. Advertisers, advertising agencies and the media agree on a code of advertising standards that they attempt to uphold. The general aim of such codes is to ensure that any advertising is 'legal, decent, honest and truthful'. Some self-regulatory organizations are funded by the industry, but remain independent, with the
self-regulation as intrusion of their freedom of speech or a necessary evil. Therefore, they employ a wide-variety of linguistic devices to bypass regulatory laws (e.g. printing French words in bold and English translations in fine print to deal with the Article 12 of the 1994 Toubon Law limiting the use of English in French advertising); see Bhatia and Ritchie 2006:542. The advertisement of controversial products such as cigarettes and condoms is subject to government regulation in many countries. For instance, the tobacco industry is required by law in most countries to display warnings cautioning consumers about the health hazards of their products. Linguistic variation is often used by advertisers as a creative device to reduce the impact of such requirements.
Take a look at government advertising, and government has for many years been one of the very biggest advertisers in the United Kingdom. Ah, yes, say the critics and have you noticed how fond critics are of saying Ah, yes...? Ah, yes, but that isnt advertising... What nonsense. Of course, social advertising, public service advertising whether its for drinking and driving, social benefits, AIDS or public information of any kind is advertising and often state of the art advertising at that. It takes the proven techniques, techniques of simplification, dramatization and, most important, personalization and applies them to the way we live now. The communication skills honed on the humble packet of frozen peas or brand of petrol have made invaluable contributions not merely to the small reassurances of daily domestic life but to helping modify social attitudes and behavior.
Advertising today is many things. Its come a long way from the gaudy poster proclaiming the presence of Sunlight Soap. Its part of the social fabric of all our lives which, cosmetically, would be a good bit duller without it. More to the point, its a thread on which are strung several of the key economic elements that affect Effect of Advertisements on Children with special reference to confectionary products 88
Let us go through some facts that provide the clear picture of the impact of advertising: Cigarettes cause about 6.35 lakh deaths in India every year. About 33 per cent of cancer cases are attributed to tobacco consumption. Cigarettes alone account for roughly 10% of excise collections. Tobacco trade is a major contributor to the national exchequer.
There is clear conflict between health and economic interests of the country. Advertising has a similar place in the economy as other service sectors such as management consultants, banks, insurance companies and financial brokers. Advertising is an important aspect for corporations in their development and prosperity. Increasingly advertising is also used by public authorities and nongovernmental organisations. Advertising and other forms of commercial communication are fundamental to the success and effectiveness of numerous companies and organisations. Consumers and commercial buyers are demanding
AGE:-
Age
8 yrs. 9 yrs. 10yrs. 11 yrs. 12 yrs. 13 yrs. 14 yrs. 15 yrs.
Students 7 15 20 20 23 43 18 4
Analysis:
The above chart shows that there are more number of 13 years student and as far as 15 years students are concerned they are very less.
Students 66 84
Analysis:
The above pie chart shows that there are more number of children who are studying in English medium than in Gujarati Medium
less then 1 hour 1-2 hours 2-3 hours more then 3 hours
29 46 47 28
Analysis: The above pie chart shows that as far as TV watching habit of children is concerned, there are 31% of children who watch television for 1-2 hours a day. There are also 31% children who watch television for 2-3 hrs. and 19% children who watch television for more than 3 hours a day This shows that most of the children like to watch television for 1-3 hours a day and this is because they might be busy with their home work and project work of their school.
97 28 78 23 31 13
Analysis: The above bar chat shows that there are more number of children who like to watch cartoons and movies on Television than reality shows, serials, song based programmes and other programmes like programmes which come on Discovery channel, National Geography channel and so on. In our survey we have found that there are 97 children who like to watch cartoons on television because they are more fascinated towards that.
Q3. From the following confectionary products which is your favorite product/s.
86 57 78 29 38 42
Analysis: The above bar chart shows that as far as confectionary products are concerned, children like to have more Biscuits, Wafers and Chocolates than Sauces, Noodles and Health Drinks. In our survey we have found that Biscuits, Wafers and Chocolates are preferred by 86, 57 and 78 children respectively.
Q4. You are familiar with the advertisements of which of the confectionary products?
79 59 61 29 36 53
Analysis: The above bar chart shows that children are more familiar with the advertisements of Biscuits, Wafers, Chocolates and Health Drinks than the advertisements of Sauces and Noodles.
Q5. After watching ad. of any confectionary product, have you ever tried to purchase that product?
Yes No
92 58
Analysis:
Q6. If yes, then which confectionary product you have tried to purchase?
78 21 52 18 37 46
Analysis:
The above bar chart shows that after watching advertisements of confectionary products, children have tried to purchase more Biscuit, Chocolate and Health Drink than Wafer, Sauce and Noodle. In our survey we have found that there are 78 children who have tried to purchase Biscuit, 52 children who have tried to purchase Chocolate and 46 children who have tried to purchase Health Drink after watching advertisement of the same. This shows that children are influenced more by the advertisements of Biscuits, Chocolates and Health Drinks and there are some specific advertisements of Biscuits, Chocolates and Health Drinks in which children have mainly targeted. Q7. Do you like to watch advertisements of Confectionary product on which media?
118 33 27 4
Analysis: The above pie chart shows that children like to watch advertisements of confectionary products on TV rather than any other medium of advertising. In our survey we have found that 65% children like to watch advertisements of confectionary products on TV than in Magazine, Newspaper and on Hoardings. This is because TV advertisement can be shown more effectively with both audio and video effect than by the other medium and only these factors play a vital role to influence the children.
Free Promotional items Friend's Influence Association of favorite character Want to be like that character
71 24 40 15
Analysis: The above pie chart shows that children like to buy confectionary products because free items like tattoo and other things are attached with them. In our survey we have found that 47% children like to buy confectionary products just because they get free tattoo and all that children accessories on the purchase of the confectionary products. There are 27% children also who like to buy confectionary product just because his/her favorite celebrity is associated with that product and there are 16% children who buy confectionary products just because of their friends influence. They just believe that my friend has that product so I should also have that product. So children like to buy confectionary product not only because it gives free promotional products but also because his/her friends influence and his/her favorite celebrity is associated with it.
PART B:-
Q1. How often advertisements of confectionary products influence purchase decision of your children?
Analysis: The above pie chart shows that advertisements of confectionary products some times affect purchase decision of children. In our survey we have found that there are 28% parents who replied that advertisements of confectionary products affect more often purchase decision of their children. While 44% & 20% parents replied that advertisements affect purchase decision of their children sometimes and rarely respectively. This shows that purchase decision of children is sometimes influenced after watching advertisements of confectionary products. Q2. How often does your child insist you to purchase any confectionary products after watching advertisements of the same?
Often
40
Analysis: The above pie chart shows that there are more number of children who insist their parents sometimes to purchase any confectionary product after watching its advertisements. In our survey we have found that there are 27% parents who replied that more often their child insists them to purchase any confectionary product after watching its advertisements. And there are 37% parents who replied that sometimes their child insists them to purchase any confectionary product after watching its advertisements. Children who not at all insist their parents to purchase any confectionary product after watching its advertisements are very less. This shows that how advertisements of confectionary products affect children. Q3. How do you react to your child when he/she insist you to buy any confectionary product after watching its advertisements?
39 56 32 23
Analysis: The above pie chart shows that parents become agree when their child insists them to purchase any confectionary product after watching its advertisements. In our survey we have found that there are 38% parents who replied that generally they do agree when their child insists them to purchase any confectionary product after watching its advertisements. There are 26% parents who replied that they mostly agree when their child insists them to purchase any confectionary product after watching its advertisements. This shows that majority of parents are not conscious about effects of advertisements on their children especially in case of confectionary products.
TESTING OF HYPOTHESIS
H1: After watching the advertisements of confectionary products children insist their parents to buy that product is not dependent on their age
8 2 4 1 0 7
9 3 9 2 1 15
10 5 12 3 0 20 (Fo-Fe) 2 0.22 3.72 5.76 0.11 20.7 8.24 7.08 55.5 83.36 157.25 31.25 45.56 63.68 35.4 3.49 7.13 0.52
11 4 0 15 1 20
Age 12 19 3 0 1 23
13 4 22 14 3 43
14 2 6 6 4 18
15 1 0 3 0 4
Total 40 56 44 10 150
Fo 7 12 3 5 12 3 4 0 15 20 3 0 5 22 14 5 6
Fe 6.53 10.07 5.4 5.33 7.45 5.87 6.66 7.45 5.87 7.46 8.59 6.75 12.98 16.05 12.61 7.67 6.72
(Fo-Fe) 0.47 1.93 -2.4 -0.33 4.55 -2.87 -2.66 -7.45 9.13 12.54 -5.59 -6.75 -7.98 5.95 1.39 -2.67 -0.72
(Fo-Fe)2/Fe 0.03 0.37 1.07 0.02 2.78 1.40 1.06 7.45 14.20 21.08 3.64 6.75 4.91 2.21 0.28 0.93 0.08
So,
Calculation of
Tabulated:
Tabulated = 32.67
Here,
Tab <
Cal
So, Ho is rejected.
Therefore after watching advertisements of confectionary product children insist their parent to buy that product is not dependent on their age.
Ho: TV watching habit of children is dependent on their medium of study H1: TV watching habit of children is not dependent on their medium of study
Total 29 46 47 28 150
Fo 1 22 36 7 28 24 11 21
(Fo-Fe)2/Fe 10.84 0.15 11.35 2.3 8.52 0.12 8.92 1.8 (Fo-Fe)2/Fe =44
So,
Calculated = (Fo-Fe)2/Fe = 44
Calculation Of
Tabulated:
Tabulated = 7.815
Here,
Tab <
Cal
So, Ho is rejected.
KEY FINDINGS
From our survey we have found that more number of children watch television for 1-3 hours a day.
Among selected confectionary products from Biscuits, Wafers, Chocolates, Sauces, Noodles and Health Drinks, children like to have Biscuits, Wafers and Chocolates more than other confectionary products.
Majority of children are familiar with the advertisements of Biscuits, Wafers, Chocolates and Health Drinks more than the Sauces, Noodles and.
After watching advertisements of any confectionary products majority of children have tried to purchase that product.
Those children who have tried to purchase confectionary product after watching its advertisements, in that they like to buy more Biscuits, Chocolates and Health Drinks.
Majority of children like to watch advertisements of confectionary products on television rather any other media.
Majority of children like to buy confectionary products because it gives free tattoo and other promotional things. There are some children also who like to buy confectionary products just because his/her favorite celebrity is associated with the advertisement of that product.
After watching advertisement of confectionary products purchase decision of children sometimes gets affected.
When children insist their parents to purchase confectionary product after watching its advertisement, parents generally do agree with them.
SUGGESTIONS
As
far
as
advertisements
of
confectionary
products
are
concerned,
advertisements should be seen with their pros and cons. E.g. Chocolate
Children can be easily attracted by the celebrity so, as far as confectionary products are concerned celebrity should not directly or indirectly persuade children to buy that product which he/she has shown using that product.
It is the duty of parents to see what their children are watching on television and if they are highly influenced by the advertisements especially of confectionary products then parents should try to explain them what are the pros and cons of that product by using it.
CONCLUSION
While they are shopping, the first thing comes in their mind is to purchase the advertised products. In this situation, the advertising has a stronger effect on younger children than the older children.
Nowadays it seems that childrens impact on family decision in shopping has been steadily increased.
After the research, it was found as far as confectionary products are concerned children sometimes insist their parents to purchase those products for them.
As far as confectionary products are concerned, children are influenced more by television advertisements than by the other medium of advertising. Even though there are lots of tools to show the goods or services, television was chosen as the best way that can enhance the company's profits greatly by most of researchers.
Also this research validated that among many communication tools, television advertisements have more impact and effect on children than the other medium of advertising.
Childrens ages are important to understand the television advertisements. Children's comprehension of television commercials increases with age.
BIBLIOGRAPHY
Magazines: Advertising Express, Article: Marketing Promos Targeting Children Advertising Age, Article: Effects of Advertisements on Children
Web Links: http://www.wikipedia.com http://www.agencyfaqs.com http://www.wowessays.com http://www.media-awareness.ca/.../advertising.../kids_advertising_rules http://www.c-i-a.com/( Computer Industry Almance)\ http://www.Itu.com (Intrenation Telecommunication Union) http://www.internetworldstats.com/asia/in.htm
ANNEX URE
Annexure
Dear Sir/Madam, We are MBA student of N. R. Institute of Business Management Ahmedabad. We are doing one Grand Project on Effect of Advertisements on Children with
Q1 How many hours a day do you watch TV? Less than 1 hour 2 3 hours 1 2 hours More than 3 hours
Q2 What do you like to watch on TV? Cartoons Reality shows Movies TV serials Song based programmes Others_________________ Q3 From the following confectionary products which is your favorite product/s? Biscuits Wafers Chocolates Sauces Noodles
Q4 You are familiar with advertisements of which of the following confectionary products? Biscuits Wafers Chocolates etc) Sauces Noodles Health Drinks (i.e. Bournvita, Complain, Boost,
Q5 After watching ad of any confectionary products, have you ever tried to purchase that product? Yes No
Q6 If yes then which confectionary product you have tried to purchase? Biscuit Wafer Chocolate etc) Sauce Noodle Health Drink (i.e. Bournvita, Complain, Boost,
Q7 Do you like to watch ad of confectionary products on which media? TV Magazine Newspaper Hoardings Q8 You buy that confectionary product because......... It gives free tattoo or any other thing Your friend has that product Your favorite cartoon character/favorite celebrity is associated with it You want to be like the character of that ad.
PART B (To be filled by Parents)
Q2 How often does your child insist you to purchase any confectionary product after watching ad of the same? Often Sometimes Rarely Not at all
Q3 How do you react to your child when he/she insist you to buy any confectionary product after watching its ad? Mostly agree Agree Disagree Mostly disagree
PERSONAL DETAILS
Name
: - _________________________________________________________
7th 8th