Advertisements’ Effect on Food Habits of Children – An Empirical Study
Keywords:
Advertisements, Children, food habits, healthy food, role of parentsAbstract
Advertisement is the predominant Promotional Mix Variable which is being used in every industry to get noticed by their prospective customer, and thereby turning them into life time consumers. And these advertisements are also playing their part in shaping the lifestyle of the individuals at large, whether elders, teenagers or children. Especially, these advertisements are influencing the lifestyle of the children in much greater fashion, both in righteous and unrighteous direction. This paper basically explores how the children’s food habits are being influenced by the advertisements and the mechanism of regulating the advertisements being aired. Further, this research paper also presents the kinds of regulations that are in force around the globe to control and regulate the advertisements targeting the children. Using ‘On-the-Spot’ sampling method, 100 children, in the age group of 5‐15, and 50 parents are interviewed with the help of interview schedule and data thus collected is presented in the form of a pie chart. It is found that the food habits of the children are categorically influenced by the advertisements. So, it is inevitable for the legal system to be proactive and control the menace of the advertisements and their undesirable effects on children. Also, parents need to keep a conscientious eye on their children.
References
Barrie Gunter , Caroline Oates and Mark Blades: ADVERTISING TO CHILDREN ON TV CONTENT, IMPACT, AND REGULATION, accessed on 20/10/2010, http://www.questia.com/PM.qst?a=o&d=104639695
Burr, Pat L. and Richard M. Burr (1977), “Parental Responses to Child Marketing,” Journal of Advertising Research, 1’7 (6), 17‐24.
Butter, Eliot J., Paula M. Popovich, Robert H. Stackhouse, and Roger K. Garner (1981), “Discrimination of Television Programs and Commercials by Preschool Children,” Journal of Advertising Research, 53‐56.
Centre for Science and Environment: (accessed between 1/1/2010 to 20/10/2010), http://www.cseindia.org
Cognitive Defenses Against Television Advertising: A Cognitive Approach,” Journal of Consumer Research, 14 (March), 471‐482.
DGEAC- Study on the impact of advertising and tele-shopping on minors: INTERNATIONAL AND EUROPEAN REGULATION AND SELF-REGULATION, accessed on 25/09/2010, http://ec.europa.eu/avpolicy/docs/library/studies/finalised/studpdf/minadv_int.pdf
Donohue, Thomas R., Lucy L. and William A. Donohue “Do Kids What TV Commercials Intend,” Journal of Advertising Research, 20, 51‐57.
Fred S., James H. Pedrick, and Sankaralingam “Zapping and its Impact on Brand Purchase Behavior,” Journal of Advertising Research, 22 (January), 58‐66.
George E Belch, Micheal A Belch & Keyoor Purani “Advertising and Promotion”, 7th Ed, Tata McGraw Hills, 2010.
Goldberg, Marvin E. “A Quasi‐Experiment Assessing the Effectiveness of TV Advertising Directed to Children,” Journal of Marketing Research, 27 (November), 454.
Goldberg, Marvin E. and Gerald J. Gom “Some Unintended Consequences of TV Advertising to Children,” Journal of Consumer Research, 5(June), 22‐29.
Grossbart, Sanford L. and Lawrence A. Crosby “Understanding the Bases of Parental Concern and Reaction to Children’s Food Advertising,” Journal of Marketing, 48 (Summer), 79‐92.
Les, Sanford Grossbart, and Ann Walsh “Mothers’ Communication Orientation and Consumer‐Socialization Tendencies,” Journal of Advertising Research,38.
Macklin, Carole M. “The Impact of Audiovisual Information on Children’s related Recall,” Journal of Consumer Research, 21 (June), 164.
Malhotra, Naresh: Marketing Research: An Applied Orientation, 5/e, Pearson, 2009.
Ministry of Food Processing Industries: Government of India, (accessed between 1/1/2010 to 20/10/2010), http://mofpi.nic.in
Ministry of Information and Broadcasting: Government of India, (accessed between 1/1/2010 to 20/10/2010), http://mib.nic.in
Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithleshwar Jha: Marketing Management, 13/e, Pearson Education, 2009
Pieters, Rik G.M. and Tarn.1110 H.A. Bijmolt Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects,” of Consumer Research, 23 (March), 362‐372.
Research report of Advertising & Society –Part IV, International Marketing Conference on Marketing & Society, 8‐10 April, 2007, IIMK 310
Reid, Leonard N. “The Impact of Family Group Interaction on Children’s Understanding of Television Advertising,” Journal of Advertising Research, 8(Summer), 13‐19,
Robertson, Thomas and John R. Rossiter “Children and Commercial Persuasion: An Attribution Theory Analysis,” Journal of Consumer Research, 1 (June), 13‐20.
Roedder, Deborah L. “Age Differences in Children’s Responses to Television Advertising: An Information‐Processing Approach,” Journal of Consumer Research, 8 (September), 144‐153.
Rossiter, John R. “Does TV‐Advertising Affect Children?,” Journal of Advertising Research, 19 (February), 49‐53.
Stutts, Mary Donald and Sarah Hudleson (198 “Program‐Commercial Separators in Children’s Television: Do They Help a Child Tell the Difference between Bugs Bunny and the Quick Rabbit,” Journal of Advertising Research, 10
Tammo H.A. Bijmolt’, Wilma Claassen, Britta Brus: Children’s Understanding of TV Advertising: Effects of Age, Gender and Parental Influence, accessed on 07/04/2010 http://www.aeforum.org/aeforum.nsf/0/9d3f0fe16201d1998025679f00344594/$FILE/awmr0026.pdf
Wiman, Alan R. “Parental Influence and Children’s Responses to Television Advertising,” Journal of Advertising Research, 12
