“A STUDY ON IMPACT OF TELEVISION ADVERTISEMENTS ON

TEENAGED STUDENTS’’
(With special reference to Elapakkam village)
FIELD STUDY
Submitted By
V.KIRUBA
(Register No. 21021P09006)
Under the Guidance of
P.KOTTEESWARI, M.COM. M.Phil. B.Ed.,
Assistance professor
Department of commerce
Sri Akilandeswari Women’s college
Wandiwash-604408
Submitted in Partial Fulfilment of the Requirement for the
Award of Degree of
Master of commerce
Sri Akilandeswari Women’s college, Wandiwash
Affiliated to
Thiruvalluvar University
Department of commerce

Sri Akilandeswari Women’s college

(Permanent Affiliation granted by Thiruvalluvar University- Vellore
Recognised under section 2(f) & 12(B) of UGC Act
Re-accredited with “A’’ Grade by NAAC)
Wandiwash-604408.
2022
 DECLARATION

V.KIRUBA hereby declare that the field study entitled “A study on

impact of television advertisements on teenaged students’’ (with special
reference to Elapakkam Village) submitted to the sir Akilandeswari women’s
college Wandiwash, in partial fulfilment of the requirement for the award of
Master Degree of commerce is a record of original and independent field study
done by me during the period 2021- 2022 under the supervision and guidance
of Miss P.KOTTESWARI M.COM., MPHIL,. B.Ed., Assistant professor of
commerce, Department of commerce, at Sri Akilandeswari Women’s college,
Wandiwash and it has not formed the basis for the award of any Degree
/Diploma/Associate ship/ Fellowship or any other similar title to any candidate
to any University.

Place: Signature of the candidate

Date: (V.KIRUBA)
 CERTIFICATE

This to certify that field work entitled “A STUDY ON IMPACT OF TELEVISION

ADVERTISEMENTS ON TEENAGED STUDENTS”. (With special Reference to
Elapakkam Village.) Submitted to the Sri Akilandeswari Women’s College submitted in
partial fulfilment to qualify for the award the degree of MASTER OF COMMERCE in
Commerce to the Thiruvalluvar University during the academic year 2021-2022 is the
bonafide record of the work carried out by V.KIRUBA Register.No.21020P09006 under my
supervision and guidance.

Signature of the Guide Signature of the HOD

Examiner I Examiner II Examiner III

 ACKNOWLEDGEMENT

I express my since thanks to the almighty for his blessing to complete this ‘Academic
Journey’ with ease and confidence.

I express my indebtness and sincere thanks to Thiru. Ln. B.MUNIRATHINAM

Sir, Founder & Chairman, Thiru. Ln. M.RAMANAN, B.E., Secretary Sir. Sri
Akilandeswari Women’s College Wandiwash, and former Member syndicate,
Thiruvalluvar University, Vellore, for their kind supports and encouragement to complete
this field study on time.

I also thank our beloved principal Dr. S.RUKMANI MA., MPHIL., PH.D., for her
guidance, support and encouragement.

I also thank our Vice- Principal MS K.SUGUNA, M.A., M.Phil. Head Department of
English and Academic Council Member, Thiruvalluvar University, Vellore, for her valuable
advice and encouragement.

My sincere acknowledgement to Ms’ J. THAMILSELVI M.Com., M.Phil. B.Ed.,

SET. Head and Assistant professor, Department of commerce for her valuable support and
encouragement to complete this field study successfully.

My sincere acknowledgement to Mrs K.VARALAKSHHMI M.COm., M.Phil.,

B.Ed., Head and assistant professor of Department of commerce (CA) for her valuable
support and encouragement to complete this field study successfully.

I record my sincere thanks to Miss. P.KOTTEESWARI M.com., M.Phil. B.Ed.,

and Assistant professor of commerce, supervisor, who is known for her commitment,
dedication and quality, which is visible in each page of field Work.
 I sincerely thank all my departmental staff members for their valuable support and
advice encouragement

I take this opportunity to thank Mrs.K. KALARANI, M.A., M.L.I.SC., M.Phil.

NET PGDLAN, Librarian and Mrs S. GAND HIMATHI, B.Sc., M.L.I.Sc., ASSISTANT
Libarian, for their continuous support.

I also express my thanks to the Manager and other non- teaching staff of our college
for their support.

I express my heartfelt to my family members and friends for their blessing, support,
care, affection and encouragement which made me to complete field work successfully.

(V.KIRUBA)
 CONTENT

CHAPTE
R NO.
TITLE OF CHAPTER PAGE NO

INTRODUCTION

 MEANING OF ADVERTISING

1
 OBJECTIVES OF THE STUDY
1.

 LIMITATION OF THE STUDY

 RESEARCH METHODOLOGY

2. DATA ANALYSIS AND INTERPETATION

3. CONCLUSION

QUESTIONNAIRE.
 CHAPTER-1

(INTRODUCTION)
 A STUDY ON IMPACT OF TELEVISION ADVERTISEMENTS ON TEENAGED
STUDENTS

ABSTRACT

In the present era as the market has become wider, exchange patterns and
complexities have also become huge in terms of number of offerings and offer -makers. In
this context, the role of sellers is to develop a market sustainable strategy. For this they find
the way of different roots as well as media to reach the customer faster than competitors. In
purchasing cycle, teenagers as a customer group, play a vital role. Keeping the thought in
mind, the present study makes an attempt to find out the role of television advertisement in
changing the mind-set of consumers and energizing the inner current of consumers, which
subsequently convert them into buyers in a techsavvy modern world. The results indicate that
to make the things clear in term of awareness and interest, television advertisement play
really big.

Keywords: Advertisement, Television, Teenage student

 INTRODUCTION

Advertising, in its audio and visual formats has an enormous power to influence
young minds. An adolescent age is the most vulnerable period of human life. Being incapable
of making mature judgments, control impulses and weigh consequences, the age is debated to
be an easy target for advertisers. Using cartoons, graphics, jingles, appeals, taglines, celebrity
endorsements etc. advertisers promote their products. Research has proved that persistent
viewing of advertisements has lasting negative psychological and behavioural effects on
adolescents. Violent behaviour, unhappiness, attitudinal change, bulimic symptoms,
materialism, perceived affluence and popularity are some of the negative psychological
effects observed. The socio-psychological theory – Uses and gratifications theory helps to
understand why certain media content is chosen and consumed by its viewers.
 MEANING OF ADVERTISING

Advertising is a means of communication with the users of a product or service.

Advertisement are messages paid for by those send them and are intended to inform or
influence people who receive them.

OBJECTIVE OF THE STUDY

The need to undertake youth specific study is to show the influence of TV advertising
on youth and the way they adopt things by their buying decision making. The objectives of
the study are as follows:
 To study the role of TV advertising in transforming way of life of youth in
Elapakkam village.
 To study the influence of TV advertisements on youth.
 To study the role of TV advertising in educating the customers.
 To study the role of TV advertising in providing information to young customers
.  To study the role of TV advertising in helping the customers in making buying
decision and develop decision making model.
 LIMITATION ON THE STUDY

 A major drawback of advertising is misrepresentation of facts regarding products and

services.
 Less forceful: Absence of personal touch makes advertising less forceful.
 One way communication – It is a non-personal form of mass communication.

RESEARCH METHODOLOGY

The present study is about test the preference level of teenagers about television
advertisement. For the data collection we have chosen the teenagers .The data collect from
questionaries’ method for teenagers student in 50 respondent the source collect from articles
website thesis.
 CHAPTER-2

(Data Analysis and Interpretation)

 DATA ANLAYSIS AND INTERPRETATION
Objectively interpreting your data can be extremely overwhelming and very
difficult to do correctly….. But it is essential
The only thing worse than having no insights is having incorrect insights. The
latter can be extremely costly to your business.
To start with the attempt was made to know about the relationship between
television advertising and its exposure and subsequently how television advertising
create the awareness level of the teenagers mind.
TABLE-1
Showing the gender of the respondent

S.NO. Gender of the No of PERCENTAGE

respondent Respondent
1 MALE 20 40%
2 FEMALE 30 60%
TOTAL 50 100

GENDER

female 40%

male60%

Female Male
Interpretation: Table No.1 shows that 20 %of the respondent are female and 30%
respondent is Male.

Table-2
Showing the age of the respondent

S.NO Age NO OF PERCENTAGE

RESPONDENT
1 15 10 20%
2 15-18 20 40%
3 18-20 20 40%

TOTAL 50 100

Age

lessthan 15
20%
18 to 20
40%

15 to 18
40%

15 15-18 18-20

Interpretation: Table no 2 shows that 40% of respondent are with Age 18-20, and 20% of
respondent belong to age 15.
 Table-3
Showing the Educational Qualification of the respondent

S.NO EDUCCTIOAL NO OF PERCENTAGE

QUALITION RESPONDENT
1 12th std 20 40%

2 UG 30 60%

3 PG NIL NIL
TOTAL 50 100%

Educational qualification

12THSTD
40%

UG
60%

12thstd UG PG

Interpretation: Table no 3 shows that higher respondent in UG 30 the percentage of 60%,

and 20 respondent in 12th STD in 40% finally PG no respondent.
 Table-4
Showing the attracts of look Advertise the respondent

S.NO Attracts look NO OF PERCENTAGE

advertise RESPONDENT
1 Artist 30 60%

2 Colours 10 20%
3 Design Nil Nil
4 Image 10 20%
TOTAL 50 100%
 Attracs look Advertise

Colours 20%

Image 20% Artist 60%

Artist Colours Design Image

Interpretation:

Table no 4 shows that 60% of respondents are Artist, 20% of respondents in colours, No
respondent Design, 20% of respondents with image.
 Table-5
Showing the Hear Electro pop of the respondent

S.NO ELECTRO POP NO OF PERCENTAGE

RESPONDENT
1 Trippy 20 40%

2 Fast 10 20%

3 Vibrant 10 20%

4 Other 10 20%

TOTAL 50 100%

ELECTRO POP

40% Trippy

Other 20%

Fast 20%

Vibrant 20%

Trippy Fast Vibrant Other

Interpretation: Table no 5 shows that majority of 40% respondents are in Trippy, and
Fast, Vibrant and Others are in 20% in Electro Pop.
 Table-6
Showing the Album First comes out of the respondent

S.NO Album first NO OF PERCENTAGE

comes out RESPONDE
NT
1 Yes 32 64%

2 No 18 36%

TOTAL 50 100%

Album First comes out

36%

64%

Yes No

Interpretation: Table no 6 shows that 64% of respondents says YES and 36%
says NO for showing the album First comes out.
 Table-7
Showing important visual Element on an Advertisement of the respondent

S.NO Element NO OF PERCENTAGE

RESPONDENT

1 Font 20 42%
2 Image 10 20%

3 Other 20 38%

TOTAL 50 100%

Element

other 38%
Font 42%

Image2 0%

1st Qtr Image Other

Interpretation: Table no 7 shows that 42% of respondents in Font and 20% in image, and
38% respondents in other with visual element on the advertisement.
 Table-8
Showing the Watching TV is bad of the respondent
S.NO Watching TV NO OF PERCENTAGE
RESPONDENT
1 Yes 20 40%

2 No 30 60%

TOTAL 50 100%

Watching tv

40%

60%

Yes No

Interpretation: Table 8 shows that 40% of respondent says YES on watching TV,
60% respondent are NO in watching TV.
 Table-9
Showing the Watched too much TV is bad of the respondent

S.NO Watched too NO OF PERCENTAGE

much TV is RESPONDENT
Bad
1 Drinks 30 60%

2 Chocolates 10 20%

3 Cloths/ dresses 8 16%

4 Complements 2 4%

TOTAL 50 100

WATCHED TOO MUCH TV IS BAD

complement
4%
cloths/dresses
16%

Drinks
chocolates 60%
20%

Drinks Chocolates Cloths/ dresses Comoplement

 Interpretation: Table 9 shows that 60% of respondents are in Drinks, and 20%
chocolates, 16% in cloths respondents and finally 4% are in complement from Watched too
tv bad

Table-10
Showing the Type of TV programme of the respondent

S.NO Type of TV NO OF PERCENTAGE

Programme RESPONDENT
1 Movie 20 40%
2 Serial 10 20%

3 Cartoon 16 32%
4 Reality show 4 8%
TOTAL 50 100%

Catoon 32% Movien40%

Serialm20%

Movie Serial Catoon Realtshow

Interpretation: Table no 10 shows that 40% of respondent in Movie, 20% in serial.

32% are in cartoon, 8% respondent in reality show.
 Table-11
Showing the Watch hour TV of the respondent
S.NO Watch hour NO OF PERCENTAGE
TV RESPONDENT
1 1-2 hours 4 8%

2 3-4 hours 16 32%

3 5-6 hours 30 60%

TOTAL 50 100%

Sales
1-2

32%

60%

1-2 hours 3-4 hours 5-6 hours

 Table-12
Showing the Watching advertisements of the respondent

S.NO WATCHING ADVER NO OF PERCENTAGE

TISEMENTS RESPONDENT
RESPONDENT
1 Advertisement are boring 20 40%

2 Parents do not allow us to 8 16%

Watch
advertisements
3 I see other channels during 12 24%
advertisement
4 Any other reasons 10 20%

TOTAL 50 100%

Interpretation: Table no 12 shows that40% respondent says advertising are boring,

16% respondent in parents do not allow us to watch advertisements 24% of respondent are
seeing other channels during advertisement. 20% respondent in other reason.

Table-13
Showing the Watch TV of the respondent

S.NO WATCT TV NO OF PERCENTAGE

RESPONDENT RESPONDENT
1 Morning 10 20%

2 Afternoon 8 16%

3 Evening 20 40%

4 Night 12 24%

TOTAL 50 100%

Interpretation: Table no 13 shows that 20% of respondent watch TV in Morning,

16% respondent in Afternoon, and 40% watch in Evening and 24% in Night.
 CONCLUSION
Parents and Children have given their views about the impact of television
advertisement and were discussed in the previous chapter. The influence of Attitude and
Behaviour of Children towards Television advertisements is also identified. The findings
extracted through the analysis in the last chapter are summarised in this chapter. Based on the
finding the conclusion is offered. Suggestions are provided to both Parents and Children to
reduce to reduce the impact of Television advertisements.

,
QUESTIONARIES:
1. Gender
a.) Male
b.) Female
2. Age
a.) Below-15
b.) 15-18
c.) 18-20
3. Educational Qualifications
a.) 12th STD
b.) UG
c.) PG
4. What Attracts to you look at an Advertise
a.) Artist
b.) Colours
c.) Design
d.) Image
5. What Do You Think Of When You Hear Electro Pop
a.) Trippy
b.) Fast
c.) Vibrant
d.) other
6. Do You Make Note of When an Album First Comes Out?

a.) Yes
b.) No

7. What Do You Think Is the Most Important Visual Element on an Advertisement?

a.) font
b.) Image
 c.) Other

8. Don’t You Agree That Watching Too Much TV Is Bad For You
a.) YES
b.) NO
9. What type of product preferred advertisement Watched by the teenaged?
a) Drinks
b) Chocolates
c) Cloths /dresses
d) Complements
10. What type of TV programme preferred by the teenaged group?
b) Serial
c) Cartoon
d) Reality show
11. How many hours watch the TV in day?
a.) 1-2 hours
b) 3-4 hours
c) 5-6 hours
d) More than 8 hours
12. If no, what is the reasons for not watching advertisements?
a) Advertisement are boring
b) Parents do not allow us to watch advertisement
c) I see other channels during advertisement
d) Any other reasons
13. When do you watch TV?
a) Morning
b) Afternoon
c) Evening
d) Night