'Children in Advertisements\r'

'The ever expanding markets for goods and their unch allenged assault through advertizements atomic number 18 flooding the partnership with in stochastic variableation and ideas, attitudes and im come alongry which is difficult to control and assimilate. This is poignant the unsalted minds to a great extent particularly when entertainment is interspersed with commercial messages. Adults may be qualified to develop a rational resistance to this onslaught, al matchless fryren may not. The churlren of non-TV age did not take advertisements seriously. They comprehend commercials on radio, read advertisements in comic books, childrens magazines and outdoor(a) posters.On the whole, adults as well as children c argond little for advertisements. goggle box changed people/Es perception of advertisements. For the TV advertiser, children ar a very attractive target ag free radical to be cultivated. They become a pres reliable group on parents and parents ofttimes succumb to ch ildrens demands. close totimes it takes a form of emotional blackmail. They are not buyers. harmonize to Wadwalkar (1990),” children are parasite consumers. ” But, children are potential buyers. They allow grow up ceremony certain brands and kinds of products on television.Long repetitive exposure ca utilizations familiarity. In mass communication, familiarity is rightly considered a prerequisite for persuasion and control, and repetition a principle of persuasion. TV advertizement for children is an investment for the hereafter too. When they turn into buyers they are already oriented towards buy certain brands and kinds of products. Wadwalkar says, that by taking messages to children, the TV advertiser, at one stroke, has widened the decision making base in the family. nonemore could adults solo dictate the procure of all the various kinds and rands of products. Children cannot be kept entirely out of much(prenominal) decision making. This concerns not so much the quantum of planned purchase, entirely the occasional, repeat and whimsical purchases. Children are fascinated by TV advertisements. They counterbalance to these glamorous, fast paced visuals on TV with their exciting practice of medicine and their determined sales pitch. TV advertising has entered into quotidian life- of children. It colors their conversation and play as they intercommunicate to one another using slogans, jingles etc. of advertisements.Almost either advertisement that appears on TV contri butes to their vocabulary. Advertisements, existence nobble are ideally suited to the concentration, span of tied(p) young children. TV advertisements get repeated with such regularity that children learn them. They are in this wonder perfectly tied to early learning process. Advertisements rate together a series of rapidly changing exciting, visuals to highlight a product. They may not be able to grasp the full meaning of the dead reckoning but the focus on the product leaves plentiful have-to doe with on them.In an article on ‘Children and Advertising, Dr. Yadava, Director, IIMC (1989) depict how advertising influences behavioural patterns: â€Å" telecasting advertising familiarises the young ones with the world outside and helps them to pick up its sense modality of expression, its mannerisms and appearances of facing it when they grow up. Stimulated olfactory propertyings of necessitate and desire tend to occur in the form of powerful imperatives. The intensity with which children experience desire and their softness to assign priorities and accept delays in satisfying them is the roughhewn experience of most parents.When these urges remain unfulfilled, such children may grow up with lots of resentment against their parents and the actual companionable set up. Advertising aimed at children in India is not quite so precise yet, but its getting there. According to Nabankar Gupta the director of sales and marketing, Videocon, â€Å"The nether 16 age group is extremely classical for the consumer durable business as they are major(ip) influencers in deciding on the product as well as the brand. ” Children of this age group are more knowledgeable about product benefits than the parents. Some of our most successful commercials for washing machines and air coolers use up this age group as models to create a direct kinship with the viewer. Doordarshans code states that any advertisement that endangers the safety of children or creates in them an interest in unhealthy practices shall not be sh bear. Code No. 23 also provides that no advertisement shall be accepted which leads children to believe that if they do not use or own the product advertised they testament be inferior in some way to other children or are the likely to be ridiculed for not using it.Despite this, far too legion(predicate) children have begun to associate happiness with acquisition, the one sure sign that consumerism has hit the Indian mind set. As pointed out by Unnikrishan and Bajpai, â€Å"In India, advertising on TV is, today, creating a set of images especially for the Indian child, alongside a host of other overabundant images for the rest of its audience. Once internalized, together these become a text of personal success and levels of achievement”. Further, they bring in that, this presentation does not sensitize children to their own or other peoples realities.The affluent child might feel convinced that besides his or her class of Indians real counts. On the other hand, the child from a unfortunate family class may be forced to sleep together that the life styles of the affluent class are the only legitimate ones. Increasing westernization (reflected in Indian advertisings extract of style, music and visual message) characterizes the best of television commercials, patch a predominantly upper class prepossess dominates and sets the tone for cultural images swiftly beco ming touristed and world internalized despite world alien to the majority.Children in every strata of the society are walking close to with images of beautiful hearths, gadgets that make life comfortable, fun foods and calculate clothes in their minds. The less advantaged children who are being urged to conform to the slipway of a society and to a value system they can hardly comprehend. They are frightened and frustrated not having the resources to keep up with the demands of the new emerging order. For child viewer, TV advertising h over-the-hills three types of appeal. 1.Advertisements that appeal directly to the child. It corresponds to the routine of children as consumers to whom a certain set of commodities of direct relevance (toys, confectioneries etc. ) appeal. 2. The second group corresponds to the role of the child as a future consumer. This group includes advertisements for all products that are not of immediate relevance to the child including as cars, refriger ators, tyres, cooking, paints etc. 3. The last group corresponds to the role of the child as actor, participant and salesperson.In this group are all the advertisements that feature children. A study by Unnikrishan and Bajpai (1994), on the â€Å"impact of television advertising on children” drew the following conclusions. i. TV messages have different meanings for children from different social segments. ii. Children in India, are being exposed to what might be termed an unreal reality. Television (barring what might appeal on regional networks) often depicts a ‘reality which fails to mirror Indian society or life for what it is. iii.All children, irrespective of their sparing or social status, are influenced by what they see and hear on TV, although the meanings and messages are understood and absorbed differently by children as they bring into their negotiation of TV information, their own experiences. iv. On the second-rate, children in Delhi see 17 mos of TV ev ery week (which means that at least(prenominal) 50 percents of them watch significantly more than this average figure) children spend more time in comportment of the small screen than on hobbies and other activities, including home work and meals. . The average 8 course of instruction old spends about 68 hours every month, 30 years (of 24 hours each) every year, and one entire year out of 10 exclusively on watching television. vi. Advertising especially when it targets the child, powerfully promotes a consumer assimilation and the values associated with it. vii. Seventy five percent of children say they loved watching advertisements on TV. When asked whether they care them offend than the programmes themselves, 63. 90 percent of the 5-8 age group give tongue to yes, while 43-54 percent of the 8-12 age group and 36. 0 percent of the 13-15 age group said yes. viii. Children down the stairs eight see advertisements only as pictures with novel lives. Only older children under stand the advertisements intention to well. ix. lux five percent of children in the 8 to 15 years of age group felt they involve the products they saw on TV. Bhatia (1997) studied the influence of TV advertisements on adolescents of Baroda city . She found moderate impact of TV advertisements on their physical, social, emotional and cognitive cultivation as well as on relationship with their parents.Adolescents were highly influenced by TV advertisements in adopting the ways of expressing ones self. They developed liking for a well change home by viewing TV advertisements. They enjoyed perceive their favourite models and sportsman in the advertisements and they expressed that they valued to become like them. Their general knowledge also increased and they developed ability to differentiate amidst the different brands of the same product. Some of them understood the motive behind the TV advertisement. Studies on advertising and children by various researchers have highlighted the following findings. 1.Children of all the age group and majority of home makers and male heads watch television in all the peak hour transmission, thus having maximum exposure of advertisements. 2. Many items liked by children were introduced in Indian families through TV advertisements. Most of the products advertised on TV were being purchased by the respondents even when they considered many of these commodities unnecessary. 3. TV advertisements make the selected brands of food products popular with children of all income groups. 4. Children started speaking to one another on a ‘lingo dotted with words, phrases and expressions from TV advertisements.Thus, of all the age groups, advertising especially of television has profound impact on children. The impact of advertising does not function in isolation but it is dependent upon a host of other factors like the nature of advertisement viewing behaviour, socio-economic status, consumer habits and tastes of individuals and their families and the degree and agency of their perceptions. The future of Indian advertising is bright if it takes up its social responsibility and conducts itself in such a way that it is seen as an important part of the economic development of the country.\r\n'