Children Attitude Towards TV Advertisements in Pakistan694
1.1. When are kids watching?
To a large extent, kids are watching when they want. Most kids talked about watching TV:In the morning before school;As soon as they get home from school;
While doing their homework;
Early evening weekdays;
Early and late evening weekends.Although some parents try to control the amount of TV their kids watch, in reality there seemsto be very little ‘policing ’. Most kids said that they are allowed to watch whatever they want and thisseems to be the case up until the watershed.The interaction of Advertising and consumption beyond advertisements, children gainmarketplace information from the products they encounter, advice from friends and relatives, and heir own consumption experiences. Through consumption, children learn what products are good and bad,whether advertising claims are truthful, what brands they prefer. For example, until they arefunctionally literate, children do not access the written information available through print advertising, packaging, and labels. Children often lack information about price, a primary consideration in adultdecisions.
1.2. Benefits of Children’s Exposure to the Media
Children’s exposure to media and advertising has raised a number of legitimate societal concerns.Television at its ‘worst ’can expose young children to sex, violence and bad language; it can promotegender stereotypes and communicate commercial messages that can be interpreted as challenging parental authority. With Internet access, children may come into contact with racial hatred, pornography and the risks of unsupervised and anonymous communication with strangers through theuse of chat rooms.
The objectives of this study are as follows:
To study children’s attention towards television commercials
To compare children’s response to different types of television commercials;
To compare children’s response to their favorite commercials and their most dislikedcommercials.
To compare children’s perception of advertised and non-advertised brands.
3. Literature Review
Attractive Advertisement makes a deep influence on children’s attitudes and behavior, whichespecially leads to purchase behavior as well as purchase request. Children can be categorized into positive and negative attitudes, while children who have positive attitudes toward advertisement, their behavior remain consistent with their attitudes and they tend to make purchasing of that particular product whose advertisement they have seen. Vice versa, children who have negative attitude towardadvertisement they do not take any step to purchase that particular advertised product. Older children’snegative attitudes is not seen in their purchase behavior, they usually pay less attention to the ad, whichleads to less awareness about the products, not better feeling about ad, therefore due to their negativeattitudes towards the product, sales deteriorates. (Evra, 1990).