APPRAISING THE EFFECT OF TELEVISION ADVERTISEMENT ON CHILDREN

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APPRAISING THE EFFECT OF TELEVISION ADVERTISEMENT ON CHILDREN

(A case study of Lafia Town)

ABSTRACT

Television and advertising together present a lethal combination and has become an integral part of modern society. It is the most convenient route to reach not only consumers but also the students. Students are manipulated by advertisement promise that the product will do something special for them which will transform their life. The study was conducted to find out if children are portrayed positively in TV adverts; the study also aims at determining the role of TV adverts in the child’s socialization. The researcher used both primary and secondary sources to obtain feedback on various aspect of the study and questionnaire was used to collect data. The study has shown that television advertisements have a positive effect on children. It was recommended that advertisement should be used to establish basic awareness and build up knowledge on the minds of children.

CHAPTER ONE

INTRODUCTION

1.1     BACKGROUND TO STUDY

Television advertisement represents one of the several stimuli to which children are exposed, like other kinds of stimuli existing within their environment. Television advertisement has a powerful tendency to influence children’s behaviour and general way of life. Thus this study, thus examines the kind of influences or effects advertising on television can have on children. Seventy-six years ago, in 1928 to be precise, a new dimension in communication and publicity was introduced into the Nigerian commercial and social life by the United African Company [UAC]. This new dimension was advertising. Through its West African publicity, the company was able to execute and implement its advertising objectives in the whole of West Africa with Nigeria as its headquarters.

During this period however, little attention was paid to the impact which advertising had on children, instead emphasis were laid on the eradication of the monopoly posed by foreign advertisement, creation of awareness among the people of the new service and the winning and retention of clientele (Nwosu 1987). Nigeria was not alone in this struggle; even the United States of America has its own share of society of research in this area of study. In this regard, Brown (1976) had noted the in-availability of studies in this field when he pointed out: “surprisingly, little published research exists in this area”. Investigators in America have examined the effects of television programmes on children, but they have not been concerned with television advertisement. However, much research in the United States of America has examined the effect of television adverts, but the focus has been on adults rather than children.

1.2     STATEMENT OF THE PROBLEM

The problem associated with the effects of TV adverts on children can be social, economic, and psychological. According to Earl and Martins (1977), the social problems associated with it includes, tendency towards drug and violence, imitation of stereotypes seen on TV and a general tendency towards crime. In terms of economic costs, it involves the more money required to deal with its undesirable effects. Hence, also worrisome in this study is the scanty literature which exists in this area.

1.3     OBJECTIVES OF THE STUDY

The study seeks to ascertain the following:

a)  To find out if children are portrayed positively in TV adverts.

b)  The study also aims at determining the role of TV adverts in the child’s socialization.

c)  To know the particular advert that interests the children most in television.

1.4     RESEARCH QUESTIONS

1. Are children portrayed positively in TV adverts?
2. Does TV adverts have any effect on child’s socialization?
3. What advert interest children most in TV advert?

1.5     SIGNIFICANCE OF THE STUDY

The significance of this study is therefore to outline and examine these factors in a TV advert which negatively affect the child’s development so that the family, government and society at large can control and educate them. The second significance is to examine how effective the various existing machineries aimed at children have been. Hence, the likelihood is that we shall see greater control by government, the media and the advertisers of TV adverts, (Wright et al, 1978).

To contribute to the knowledge already existing in this area of study can be said to be another significance or importance of the study. Finally, this work is also beneficial to the Nigerian Public Sector in general and also important to government, academic potential and future researchers on the issue of appraising the effects of television advertisement on children.

1.6     SCOPE OF THE STUDY

Although a lot need to be written on this research “appraising the effects of television advertisement on children” but however, the researcher intends to limit the scope of the study to Lafia because of the financial constraint and time factor.

1.7     AREA OF THE STUDY

This study titled appraising the effects of television advertisement on children was carried out by the researcher using Nasarawa town as a case study.

1.8     OPERATIONAL DEFINITION OF TERMS

Effects: Positive effects refer to those effects, which are in line with the accepted, societal standards and values or which tend to encourage or discourage the development of the child along accepted societal standards and value.

Television Adverts: TV adverts refers to a marketing tool or communication whose aim is to build preferences for advertised brands and services are transmitted through a visual and audio medium.

Children: Children can be defined as persons that have not attained the age of puberty.

Advertisement: a public announcement in a newspaper or on the radio, television, or Internet advertising something such as a product for sale or an event.

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