Shanlax
International Journal of Arts, Science and Humanities
OPEN ACCESS
Analysis of Television Advertisements
Manuscript ID: and its Stimulation in Kids’
ASH-2023-11026651
Environment
Volume: 11 M. Sudha
Associate Professor, Department of Management Studies
Issue: 2 Acharya Institute of Graduate Studies, Bengaluru, Karnataka, India
https://orcid.org/0000-0002-4994-0138
Month: October
P.S. Nagarajan
Associate Professor, Alagappa Institute of Management Studies
Year: 2023
Alagappa University, Karaikudi, Tamil Nadu, India
https://orcid.org/0000-0001-5263-111X
P-ISSN: 2321-788X
Abstract
E-ISSN: 2582-0397 Marketers are spending huge amounts of money to advertise their product in various media. Mainly
they are investing numerous funds in television media for advertising their product to influence the
prospective buyer. Even marketers have started targeting the kids in their advertisement. Though
Received: 06.07.2023 kids’ are not having the ability to purchase the products, marketers are viewing the kids as future
customers. Hence they produce their advertisement to attract the kids. Researchers got research
Accepted: 20.08.2023 questions that whether kids are influenced by the advertisement? Are kids influencing the parents
to buy the product? But influencing the parents to buy a product is not an easy task for the kids.
Whether advertisements are stimulating the kids and how it affects the environment of kids. To know
Published: 01.10.2023 the answer for these questions, the researcher wants to analyze television advertisements and its
stimulation in kids’ environment.
Citation: Keywords: Television Advertisement, Buying Decision, Kids Environment.
Sudha, M., and
PS Nagarajan. “Analysis ofIntroduction
Television Advertisements Kids Play major role in the process of buying, to buy the product they
and Its Stimulation in Kids’
influence their parents’, Grand Parents’, Uncle, Aunty, Brother, Sister,
Environment.” Shanlax neighbors and friends. Various factors are influencing the kids like Promotions,
International Journal Discount, cartoon character, animations, Color, Music etc.,. On the basis of
of Arts, Science and
market, the behavior of customer can be classified into three
Humanities, vol. 11, no. 2,
• Primary Market – Kids purchase their needy products and services by
2023, pp. 115–20.
themselves.
DOI:
• Influential Market – Kids influence other people to buy the products.
https://doi.org/10.34293/ • Future Market – changing the kids into future customers.
sijash.v11i2.6651 Today, Indian consumers want to live their life in luxury and comfort. To live
their life the customers are ready to spend their major portion of their income
in various categories of products. To fulfill the needs and wants the customer
is using their credit cards and other modes of credit to buy the products and
This work is licensed services. In this situation, kids also nagging their parents and they mentally
under a Creative Commons influence them to buy the products.
Attribution-ShareAlike 4.0
International License Review of Literature
(Banik and Dhar), considered the recall of advertisement ability of children
and examined the effects of television advertisement. To conclude the study, data
collected from parents and their children says that information, entertainment
and product packaging displayed in advertisements are recalled by the children
on their purchase intention.
http://www.shanlaxjournals.com 115
Shanlax
International Journal of Arts, Science and Humanities
(Islam and Goni), described the negative population in Karnataka based on Census 2011. The
and positive impacts of TV ads on children. The researcher felt Bengaluru is the opt place to execute
area of the study was Bagerhat Sadar Upazila in the research to analyze television advertisement and
Bangladesh. Randomly 125 families selected for the its stimulate the kids’ environment. The findings of
data collection and they concluded that 2 to 4 hours this research study pertain to the period of six months
watching television on holidays. Maximum number from October 2022 to March 2022.
of children influenced their parents after watching
toy advertisements on television. Need of the Study
(Allemandi et al.), discussed the food processed The consumers are struggling to get the information
and ultra processed advertisement that was telecasted about products and services. To know more about the
in Argentinean television. The study concluded product and service they depend on various sources
that advertising regulatory bodies should bring like Websites, Blogs, Newspaper, Magazines,
healthy food habits among children because 93.7% Television, Radio etc. Apart from all these media,
of advertisements related with processed and ultra Television media is attracting the major sense organs
processed food advertisement. of the viewers like eyes and Ears. Television media
(Ong et al.), described the consumer buying is attracting the kids through audio-visual effects.
behavior between social media advertising, service Attracting the target audience in the television media
advertising and broadcasting advertising. The is a talented task to the advertising agencies, at the
researcher concentrated on fast food of Malaysian same time reaching the target audience like kids and
food and beverage industry. The outcome of the study influencing them is more challenging. The kids have
says that print advertising, broadcast advertising and the ability to buy the product? Certainly No is the
social media advertising are positively correlated answer for the question. Of Course they have to ask
and advertisements are the major reasons to increase their parents and also to influence them to get desired
the market share of Malaysian Food and Beverage products. Thus kids mentally influenced through
products. advertisements and may start pestering their parents.
(Rajawat), identified the reasons children spend The researcher got explored towards the analysis of
much time on television. The researcher found out television advertisement and also to know about the
that parents are not having sufficient time to spend kids’ mental influence towards the process of buying
their time educating their children. Because of this, decision.
parents are permitted their children to use electronic
gadgets. Hence children are self educating them Objectives of the Study
through television channels. The research concluded • To analyze the factors stimulating the kids in
that the parents should guide their children in socio- television advertisements.
economic and emotional aspects because the children • To evaluate the various advertisement effects in
are emotionally bound towards the programmes. kids’ mental health.
(Punniyamoorthy and Parthiban), studied to • To examine the kids’ influence in their parents’
find the role of advertisement towards purchase buying decisions.
behavior of FMCG packed foods. The research
conducted in the colleges of Chennai, the age limit Data Collection
of the respondents were between 18 to 21 years. The data used in the research consists of both
The study concluded the reasons for the impact of primary and secondary data. Primary data collected
advertisement of packaged foods and to know the using the tools of structured questionnaire and
effective media advertisement. secondary data were collected from books, Magazine,
Reports, Journals etc., Totally 385 parents’
Scope of the Study
respondent towards structured questionnaire. To
The study has been conducted in a city like
check the reliability of the questionnaire, cronbach
Bengaluru and which is a Metropolitan. Compared to
alpha analysis was executed. The cronbach alpha
all other cities in Karnataka, Bengaluru has the highest
116 http://www.shanlaxjournals.com
Shanlax
International Journal of Arts, Science and Humanities
value of variables in the questionnaire is found to be Conceptual Framework of Mental Environment
0.842, which is more than the acceptable value of 0.7.
Factors Influencing Mental Environment
Advertisement influencing the kids in various
aspects like Innovative Products, Product features,
Pictorial representation, Promotional / Gifts,
Favorite Cartoon Character, Jingles, Rhythms,
Brand, More creative, Celebrates, Kids’ involved
in Ads and Hooking of Kids Curiosity. These are
the external factors which attract the kids to view Demographic Analysis
the advertisement on television. While watching The demographic profile of the respondents,
the advertisements repeatedly, kids are influenced majority 48.6% of the respondents are in the age
mentally and affect their mental environment. The group between 36 to 45 years. 37.9% of parents’
research tried to find the above factors affecting the educational qualifications are graduates. 34.3%
Kids’ mental environment. of respondents are private employees. 17.9% of
respondents belong to an income group between Rs
Forms of Mental Environment 30001 to Rs 40000. 62.1% of respondents are male.
The researcher tried to identify different forms 70.1% of respondents are nuclear families. 67.3% of
of mental environment like Compulsion, Nagging, respondents are having their own house.
Promise them, Silent resentment, Remind ads,
Requesting other products, pleading, comparison, Opinion Analysis
usage, creating nuisance, getting depressed, ploy According to the respondents (Father), 5 to 6
games and special occasions. The kids are using a pm is the prime duration of watching television by
certain strategy to influence the parents during the kids on both weekdays and holidays but opinion
purchase process. Out of these forms, which forms of of mother respondents vary from father, 8 to 9 pm
the mental environment will influence parents more is the prime duration on weekdays and holidays
in the stages of buying decisions? The researcher for watching television programs. Both father
attempted to find the cluster of mental environments, and mother respondent indicate that kids’ priority
which reflect the changes in the kids’ behavior. towards the comedy and cartoon related program
in television media. 158 respondents are of opinion
Reasons for Buying Food Products about reasons for watching television for the purpose
The study is focused on convenient food of time pass and entertainment. According to the
products. It includes products like beverages such respondents, the highest mean value (3.45) is to feel
as soft drinks, juices and milk, chocolates, fast food, advertisement makes a fool of kids. The parents’
fruits nuts and processed vegetables, meat, cheese opinion on television advertisement and kids’
and packed soups and pasta related items. It also activities during commercial breaks are positively
includes chips, baked foods, cookies and frozen correlated (0.475) with the significant value of 0.000.
pizza. Quantity, Portable, Dream & Fantasy, Ready The p value in two tailed tests higher than 0.05 for
to eat, Attractive Packaging, Long shelf life, Easy to control of TV ads by government and less than 0.05
prepare, tasty, promotion, Healthy, Quality, Colorful, for feel ads make fool of everybody, it shows that
Celebrities, Status Symbol, Happiness, Peer Group, there is statistical evidence to accept and reject the
Affordable Price and Kids Preferences. Up-part from null hypothesis respectively.
kids’ strategy for influencing the parents to buy the According to the mean ranking for celebrities,
convenient food products, the research attempted to Rhythms, More activity, kids favorite, promotional
know the reasons for purchasing the convenient food gifts, brands, jingles, pictorial representation, product
products. feature and new products (its mean value are 3.41,
http://www.shanlaxjournals.com 117
Shanlax
International Journal of Arts, Science and Humanities
3.40, 3.39, 3.39, 3.29, 3.18, 3.15, 3.14, 3.10 and 2.92 the importance of cultivating healthy food habits
respectively). Based on the mean ranking regarding and also the effects of convenient food products.
the opinion of parents’ towards advertisement in Parents also insist the future generation to
changes of kids’ behavior, teachers felt change remember the proverb “Health is Wealth”.
in kids’ behavior, kids inform to their friends • To Advertisement Agencies: unrealistic
behavioral changes, kids’ get scolded by elders, kids advertisement should not be prepared. It may not
show their favorite ads to their parents, kids decide to be understandable by the younger generation.
buy the products, kids imitate the character involved They should not prepare the advertisement to
in ads, kids discuss about tv ads and kids influence increase the sales; they should also have societal
their friends (its mean value are 3.460, 3.177, 3.081, concerns in viewpoint of viewers. Ad agencies
2.932, 2.792, 2.764, 2.714, 2.665, 2.636 and 2.522 should not focus on the false information or
respectively). half-baked information. They should understand
On the bases of factor analysis, the factors that such advertisements won’t be sustained for
enforcing the different forms of mental environment a longer duration. The agencies should follow
are divided into four components namely, Kids’ certain ethical and moral values in advertisement
pressurizing behavior, enforcement behavior, pining strategy.
behavior and acceptability behavior. It could be • To Advertisement Regulatory Authority:
observed that significant value of p in t test, null Regulatory bodies need to control advertisement
hypothesis is accepted for tasty, Quality, Quantity, telecasted during the peak hours. Because future
attractive packaging, easy to prepare, kids reference, generations may not be exposed much towards
gift / promotions, healthy, colorful, status symbol, high fat, salt and sugar products advertisements. It
dream / fantasy and happiness (its value are 0.990, tremendously reduces the influence level among
0.105, 0.915, 0.674, 0.639, 0.862, 0.874, 0.802, kids. Further to this, kids’ obesity, Diabetes,
0.646, 0.236, 0.119, 0.187 and 0.262 respectively). cholesterol could be reduced and controlled.
Regulatory bodies should telecast the public
Implications of the Study awareness advertisement, which will educate the
Based on the verdict of the research work, young generation regarding healthy food habits,
certain implications are made for the betterment of importance of nutritious food and they need to
future generation, for the augmentation of television create awareness about the aims and means of
advertisement and effective supervision by regulatory commercial advertisement. They also educate
bodies of television advertisement. This implication the parents about the symbolic representation
was derived from the study conducted in bengaluru in packaging regarding the hazardous level in
and it may not be appropriate for the whole country convenient food products. Regulatory bodies
because of economy, culture, preference, customs should enforce ethical, humanistic nature,
etc. societal benefits in the commercial ads. Further
• To Parents: Parents should spend much time regulatory authorities should ban the misleading
with kids, and need to avoid giving electronic advertisement and it should be cautioned to other
gadgets because these are not a lock-up for advertisers.
growing kids. Further they need to educate the From this precaution, the future generation
kids about the pros and cons of products ads can be safeguarded from the effects of the mental
telecasted in television. Parents should understand environment.
the necessity of the products while buying the
products. They should not buy because of the Conclusion
mental environment of the kids’ pressure. They This study revealed that convenient food products
should understand the change in the behavior of in television advertisements are influencing the
kids with both physical and psychological effects. young generation. Further it also leads to the mental
Further they should educate the kids regarding environment of the kids. This mental environment
118 http://www.shanlaxjournals.com
Shanlax
International Journal of Arts, Science and Humanities
brings behavioral changes and escorts the purchase vol. 3, no. 9, 2015, pp. 248-64.
decision of parents. This study has concentrated Islam, Mazidul, and Md. Usman Goni. “Impact of
more on factors influencing the mental environment, Television Advertisements on Children’s
different forms of mental environment and Mental and Physical Development in
reasons for buying convenient food products. The Bangladesh.” ABC Research Alert, vol. 8, no.
young generation are influenced by the television 1, 2020, pp. 16-31.
advertisement because it satisfies all the senses of Katke, Kadambini. "The Impact of Television
the viewers. The sense organs are ears, eyes, tongue, Advertising on Child Health and Family
nose and mind. Television advertisements are Spending - A Case Study." International
attracting the viewers by ears – the sound effects of Marketing Conference, 2007.
ads induced the viewer to view the advertisement. Kumar, Chitralekha, et al. “Pester Power: A Boon
Advertisements in television are a visual treat to the to Advertisers.” 2nd International Marketing
viewers because animated characters or attractive Conference, 2015.
colors are used in the advertisement will impress the Mahsa-Sadat, Taghavi, and Alireza Seyedsalehi.
advertisement in the memory of the viewers. Such it “The Effect of Packaging and Brand on
fulfills the sense of organ eyes of the viewers. Most Children’s and Parents’ Purchasing Decisions
of the convenient food products are taste oriented and and the Moderating Role of Pester Power.”
healthy. Taste of the convenient products intoxicated British Food Journal, vol. 117, no. 8, 2015.
the consumer’s food habits. Thus convenient food Malik, Garima, and Manjot Shah. “Impact of
products influence the third sense organ tongue. Pester-Power on Parents Purchasing Pattern
The aroma added in the convenient food product for Child-Centric Products.” Prestige
will influence the kids towards addiction of repeat International Journal of Management & IT -
purchase. Hence convenient food products feed the Sanchayan, vol. 5, no. 2, 2016, pp. 34-45.
sense organ nose. Finally, a variety of promotional Narasimhamurthy, N. “Television Advertisement
gifts induce the kids’ to buy. The younger generations and its Impact on Attitudes, Behaviors of
are very interested to know the promotional gift Children – A Study.” International Journal
in the convenient food packaging. Thus, the sense of Interdisciplinary and Multidisciplinary
organs minds are also under the control of the Studies, vol. 1, no. 10, 2014, pp. 14-22.
mindset of television viewers. The study concluded Nassar, Mohamed A., and Abdulaziz Al Zien.
that convenient food products advertisements “Effects of Television Advertising on
influence the younger generation and exploit the Children in the Middle East.” Education,
mental environment in parents’ buying decisions. Business and Society: Contemporary Middle
Eastern Issues, vol. 5, no. 4, 2012, pp. 267-
References 280.
Allemandi, Lorena, et al. “Food Advertising on NDTV Food Desk. “Ban Fast Food Advertisements
Argentinean Television: Are Ultra-Processed and Hike Taxes on Them: FSSAI.” NDTV
Foods in the Lead?” Public Health Nutrition, Food, https://food.ndtv.com/health/ban-fast-
vol. 21, no. 1, 2018, pp. 238-46. food-advertisements-and-hike-taxes-on-
Banik, Shanta, and Sakhi Rani Dhar. “Effect of them-fssai-1691267
Advertisement on Children’s Purchase Niazi, Ghulam Shabbir Khan, et al. “Effective
Intention: The Mediating Role of Advertising and its Influence on Consumer
Advertisement Recall.” The Journal of Buying Behavior.” Information Management
Management Theory and Practice, vol. 2, no. and Business Review, vol. 4, no. 3, 2012, pp.
2, 2021, pp. 81-87. 114-19.
Habib, Khaled, and Tarek Soliman. “Cartoons’ Effect Ong, Choon Hee, & Woon Say Yen. “The Influence
in Changing Children Mental Response and of Advertising Media towards Consumer
Behavior.” Open Journal of Social Sciences, Purchasing Behavior in the Food and
http://www.shanlaxjournals.com 119
Shanlax
International Journal of Arts, Science and Humanities
Beverage Industry in Malaysia.” International Rajawat, Deepika. “Cartoon and its Effects on Social-
Journal of Human Resource Studies, vol. 8, Emotional Development of Preschoolers.”
no. 2, 2018. IOSR Journal of Humanities and Social
Punniyamoorthy, R., and B. Parthiban. “An Science, vol. 22, no. 2, 2017, pp. 13-19.
Empirical Study on Impact of Advertisement Signal, L. N., et al. “Children’s Everyday Exposure
with Reference to Fast Moving Consumer to Food Marketing: An Objective Analysis
Goods in Chennai.” International Journal using Wearable Cameras.” International
of Management (IJM), vol. 6, no. 1, 2015, Journal of Behavioral Nutrition and Physical
pp. 280-90. Activity, vol. 14, 2017.
Author Details
M. Sudha, Associate Professor, Department of Management Studies, Acharya Institute of Graduate Studies, Bengaluru,
Karnataka, India, Email ID: [email protected], [email protected]
Dr. P.S. Nagarajan, Associate Professor, Alagappa Institute of Management Studies, Alagappa University, Karaikudi,
Tamil Nadu, India
120 http://www.shanlaxjournals.com
