It plays vital role children acquiring knowledge about products, brands, advertising, pricing, decision making skills, attitude, shopping and parental influence. In other words, television plays a detrimental role in the consumer socialization of children by making them well informed and knowledgeable consumers to deal with tough and complex business interactions in the dynamic business environment. Though, there has been a lot of academic debate regarding the positive or harmful impact of television on the children, but it cannot be denied that the modern day children are very much “television literate”. (The term ‘television literacy’ has been coined by Shaffer (2005).) Children below the age of 8 or 9 will be unable to decipher and understand whatever they see in the television advertisement but they may remember and identify few things case by case.
Studies show extensive viewing of television violence may cause children to become more aggressive and anxious. Children who watch many hours a week of violent TV may become inured to violence and begin to see the world as a scary and unsafe place (Amal, 2007). However, such an argument ignores the fact that the content of what children watch can play a crucial role here. Dr. Alison Parkes said: “Our work suggests that limiting the amount of time children spend in front of the TV is, in itself, unlikely to improve psychosocial adjustment. In future it will be important to look at the influence of what children watch on TV, and the role of parents watching with their child and discussing content with them, as well as how much children watch.” (Collins, 2013).
Sometimes they get easily upset or angry if they can 't watch TV, and they do not care about what happen around them. Many parents are worried about their children and they usually do not know they are also another reason that leads to addicting TV in kids. Some the parents who want to do their own activities used television as a good way to keeping their kids. “When children are still toddlers, most of parents used TV as a substitute nanny for their children” Dr Richard Woolfson who is a child psychologist said. For example, housewives often allow their kids to watch the TV while they are cooking in the kitchen.
Some parents may set time limits on how much screen time their child can have each day. Furthermore, different people enjoy different shows. Many children should be told what shows they can 't watch from their parent, but be able to decide what they can watch. Parents should monitor what shows their children watch, and how long they watch them. To begin with, often times, watching television can affect children 's health.
If people only considered all of the negative effects of television, they spend much less time watching it. Anyone who watches TV for a considerable amount of time everyday should rethink their viewing habits. Watching television for even more than two hours a day can have extremely harmful effects on on the human brain. The constant viewing of television can hinder a person’s social life to the point where it is no longer existent. Television has also played a major part in the global increase of diabetes.
So the main focus of the study to study the perception of children towards TV advertisement. Although there has been a lot of talk about this in various countries and many countries have taken strict actions regarding this, but in Pakistan, there is no such action taken to control this practice of advertising to children. Most of this marketing is of food items include confectionaries like sweets, biscuits, snack foods, fast food etc. These products are marketed especially towards children as they are the very potential market of this product. The purpose of the study is to investigate the perception of TV advertisement against the children who live in Pakistan.
Television can also be a beefy influence in developing value systems and shaping behavior (Bee, 1998). Besides considering some benefits, some people believe that this telecommunication medium creates many problems to the kids. To attract the audiences, many movies and series have a tendency to contain more uncensored violent scenes. Numerous children spend too much time on watching television each day, and their parents cannot control what kind of TV shows or videos that their sons or daughters are watching. Research reveals that exposure to violent media can result in aggressive attitudes and violent behavior in some children (Dr. Gail Gross).
It should be noted that, junk food negative advertisements greatly influence children, leading to an increased demand for junk food by children, but advertisers are not letting this out. The negative advertisements are not only on our television sets, but also at our door steps as marketers come straight to our houses to sell their products to our
The average child today spend countless time viewing the television for fun and enjoyment, despite it having no education or real value to them. The frequent viewing of television prevents children from playing or socializing with others. Little or no interaction with peers can affect children’s social development. Television takes away the time children get to interact with other children in their social circle suggested by Gangala (2017). In an article on antisocial behaviour written by Warner (2007) pointed out that preschoolers who watch hours two television leads to antisocial behaviour.
Chapter 1 THE PROBLEM AND ITS BACKGROUND Introduction “Television viewing causes people to duplicate inappropriately, in other areas of their lives, behavior styles developed while watching television.” (Kottak, 1990) Television programs can be educational as well as entertaining. It can give people the opportunity to travel around the globe, expose them to new ideas that they might not have encountered from their community and also a chance to learn about different cultures. Pro-social messages from shows on television will give a positive impact on the behavior of today 's youth. However, these youths are more likely to learn negative values from these television programs. Television has now become a debatable issue as some question its influences on the attitude and psychological development of today 's youth.