Children have abundance of free time and, therefore, see a lot of diverse advertising. Though education of children is in the hands of parents and schools, advertising creators and customers should think with responsibility about the choice of time and transmission channels of child targeted advertising. This paper investigatigated the influence of advertising upon consumer views and behaviour of children in different age groups. The present investigation has confirmed the influence of advertising as a means of information on a certain group of society, which in the modern information society is the most susceptible –
It 's no more about the promotion of goods and service - the objective now is to provide an experience to the audience, to be specific, the "target group" of the brand. Because of all this, advertising has created a strong impact on our lives - not just in terms of lifestyle but also our psychology, behavior and aspirations. We see an ad where a child goes to a store and asks for 'namak ' and gives a lecture on purity to the shopkeeper on receiving some other brand of salt. Why do we see this? Because through advertising, every single person has evolved in terms of awareness of the brands, which earlier used to be an objective to achieve.
The way information is provided effects the way consumer interprets that information. The goal of advertisings is to increase the quality, trust, participation and efficiency of consumer decision making process. Interactive advertising depends on the selection of medium, way information is interpreted, how consumer perceives information, way message delivered and advert
INTRODUCTION Marketing and advertising support the economy by promoting the sale of goods and services to consumers, both adults and children. Sandra Calvert (2008) addresses product marketing to children and shows that although marketers have targeted children for decades, two recent trends have increased their interest in child consumers. First, both the discretionary income of children and their power to influence parent purchases have increased over time. Second, as the enormous increase in the number of available television channels has led to smaller audiences for each channel, digital interactive technologies have simultaneously opened new routes to reach out to children, thereby creating a growing media space just for children and
With the growth of the Internet and the widespread of television, advertisers can substantially target the ears and eyes of young children. Children are attracted to commercials that view goods and services they like and want such as candy and toys. Producing advertisements directed toward children that indirectly influence their materialistic behavior to increase the sales of the advertised goods and services; this is considered as one of the persuasive techniques advertisers use to deceive children. Furthermore, there was a recent research study conducted on young children, where they were divided into two groups. Empowered children, children who can rationally process commercials and are referred to as skilled consumers, where they were put into the group that was exposed to intended advertisements.
Television advertisements have more access to larger number of people, the sound and moving images, the emotions create more attention. Erik Modig-This artide indicates a new perspective on advertising creativity and links it to the literature about artistry in advertising design. It shows that perceptions of creativity explain the positive effects on brand valuation found when images of art works are added to an advertisement. This research extends the understanding of how the level of artistry in advertising imagery influence brand evaluation by showing that perceptions of advertising creativity are a mediator of the effects. Brett.A.S.Martin (2002) study states the impact of infomercial advertisement design elements, such as the use of consumer testimonials or expert comments and consumer characteristics.
The companies show advertisements of their products to influence consumers towards a brand. Consumer perception of a brand can be in positive or in negative that depends upon the type of advertising appeal used. Most companies choose an emotional appeal in their ad to aim the emotional aspects of consumers like some occasions, family lifestyle, relationships, social gathering etc. Advertisements agencies are more mature and responsible towards society. They now create quality and practical ads and that shows the brand maturity and status.
The first way children can be affected negatively by advertising, are major health issues. Advertising can cause health issues because most advertisements, commercialize foods that are “mesmerizing” to children. Nonetheless, these foods they advertise are unhealthy and leads to more children being obese in the U.S. In the article, “Target market: children as consumers,” the author states, “Eighty-three percent of the advertisements were for convenience foods, fast foods, candy, and soft drinks, compared to only 2% for fruits and vegetables.” This piece shows that they advertise junk food that 's unhealthy and young people are still eating it which can lead to health problems. Another way it negatively impacts kids is when children are obese because of these foods and get a poor self esteem and body image.
Since they see how it works and how it is packaged, every time they see it they will be psychologically reminded of their desire to have it. Advertising itself has been around for many years now, in various forms. When people think of advertising, however, television is the primary medium recalled (JinLutz, 2013). Over the years, television has gained tremendous power to alter cultures prevalent in societies hence; the images depicted advertisement also influences the viewer’s mindset. Even if advertisers decide to run ads over other media, such as in magazines, or on the radio, television ads may be the most powerful in reaching and influencing consumeperceptions (Jin & Lutz, 2013).
They influence the decisions people make on a daily basis whether they consciously or subconsciously know it. Very few actually sway someone to act impulsively, but people don’t realize how all the other advertisements impact them as well. Not only do they pressure adults, but children are also captivated by their mysterious powers. “Advertisers like to tell parents that they can always… protect their kids from any of the negative impact of advertising. This is like telling us that we can protect our children from air