International Journal of Research and Scientific Innovation (IJRSI) | Volume V, Issue VII, July 2018 | ISSN 2321–2705

A Study on Effects of TV Advertising on Children

Mithun Das¹, Sisir Ghorai², Sudip Basu³

^1,2,3Department of Management Studies, Institute of Science & Technology, Chandrakona Town, Paschim Medinipur, Pin- 721201, West Bengal, India

Abstract: Television becomes a National Phenomenon in India when on August 15, 1982; The National programme of Doordarshan was inaugurated. Presently television has come to occupy a central place in the lives of the people. TV, to a great extend, determines the rhythm of people’s life not only in towns but in villages as well. This anxiety is more about the growing up children. Young children whose basic personality structure is being formed spend a lot of time before TV. TV appears to compete with the traditional agencies of socialization such as family, school and religious organization. The chief socializing agency is, of course, the family which is supported by the school and the religious community. Parents who are charged with the responsibility of socializing the young are naturally concerned with the impact of TV may have on their words. The main purpose of the study is to focus on the effects of TV advertising on children.

Keywords: TV, Advertising, Children, Alcohol, Tobacco, Effects, Parents

I. INTRODUCTION

Television remains the most effective medium for reaching today’s customers and it also is most efficient for introducing people to brands. Advertising through television allows marketer to show and tell a wide audience your business, product or service. It allows one to actually demonstrate the benefits of ownership. Television appeals to the literate as well as the illiterate and this is one feature of TV that makes it unique and different from other mediums. The hour today is the hour of mass communication. Advertising in particular has become an indispensible mode of communication with the market. Advertising is a means of communication with the user of product or service.

The importance of advertising grows steadily as brands rely heavily on media for various marketing objectives such as increasing sales, creating knowledge and awareness in the market etc. the field of advertising continues to grow and evolve. Advertising also plays a very important role in shaping the ever-changing norms of society both nationally and globally. With the growing role of advertising in the lives of peoples’ attention now is being paid to the various negative as well as positive effects of advertising.