Children and Parents' Interest in TV Advertisements: Elucidating the Persuasive Intent of Advertisements

Authors

  •   Vikas Saraf Professor and Director, Vidyasagar Institute of Management (VIM), Near Awadhpuri (BHEL), Bhopal – 462 022, Madhya Pradesh
  •   N. C. Jain Professor and Former Dean, Faculty of Commerce, Raja Bhoj Govt. College, Mandideep District, Raisen, Madhya Pradesh
  •   Mahendra Singhai Assistant Professor, Faculty of Commerce Geetanjali Govt. Girls' P.G. College Berasia Road, Bhopal, Madhya Pradesh

DOI:

https://doi.org/10.17010/ijom/2013/v43/i7/34016

Keywords:

Children, Parents, Interest, Co-Viewing, Restrict, TV Advertisements, Urban, Rural, Consumer Values.

Abstract

Parents' control over the amount and type of TV programs viewed by their children is a direct form of mediation. The presence of a parent as a viewing partner provides further opportunity for mediation of a program and advertising content. Parents and children may exchange comments and views regarding content showed in advertisements - children may ask questions which the parents' would answer, and issuing of instructions may take place. The present study aims to measure the extent to which the parents' interest and their co-viewing results in them teaching their children about what is real and what is artificially created in TV advertisements, which would aid them (the children) in imbibing healthy consumer values. An attempt has also been made to identify the relationship between parents' restricting children's TV-viewing with parents' level of co-viewing, educational and financial status, and the age and sex of the children in the urban and rural areas of Madhya Pradesh.

Downloads

Download data is not yet available.

Downloads

Published

2013-07-18

How to Cite

Saraf, V., Jain, N. C., & Singhai, M. (2013). Children and Parents’ Interest in TV Advertisements: Elucidating the Persuasive Intent of Advertisements. Indian Journal of Marketing, 43(7), 30–43. https://doi.org/10.17010/ijom/2013/v43/i7/34016

Issue

Volume 43, Issue 7, July 2013

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

References

Anil, C. (2005). “Impact of Advertisements on Children's Buying Behaviour.†Marketing Mastermind, 35 (11), pp.41-46.

Atkin, C. K. (1978). “Observation of Parent-child Interaction in Supermarket Decision Making.†Journal of Marketing, 42 (4), pp.41-45.

Beatty, S.E., & Talpade, S. (1994). “Adolescent Influence in Family Decision Making: A Replication with Extension.†Journal of Consumer Research, 21 (2), pp.332-341.

Bhatt, R. G., & Jaiswal, M. C. (1986). “A Study of an Advertising Impact and Consumer Reaction.†Indian Journal of Marketing, 18 (1), pp. 9-16.

Bishon, V. K., & Sharma, R. (2009). “The Impact of Advertising on Buying Behaviour : A Comparative Study of Urban and Rural Teenagers.†JK Journal of Management and Technology, 1 (1), pp. 65-76.

Borzekowski, D. L. (2001). “The 30-second Effect: An Experiment Revealing the Impact of Television Commercials on Food Preferences of Preschoolers.†Journal of the American Dietetic Association, 101 (1), pp.42-46.

Buijzen, M. (2009). “The Effectiveness of Parental Communication in Modifying the Relation between Food Advertising and Children's Consumption Behavior.†British Journal of Developmental Psychology, 27 (1), pp.105-107.

Ciochetto, L. (2004). “Advertising and Globalization in India.†Massey University, Wellington, New Zealand. Retrieved from www.arts.manchester.ac.uk

Dietz, W. H. Jr., Gortmaker, S.L. (1985). “Do We Fatten Our Children at the Television Set? Obesity and Television Viewing in Children and Adolescents.†Pediatrics, 75 (5), pp. 807-812.

Durkin, K. (1995). “Computer Games: Their Effects on Young People.†Sydney: Office of Film and Literature Classification.

Emmers-Sommer, T. M., & Allen, M. (1999). “Surveying the Effect of Media Effects: A Meta-Analytic Summary of the Media Effects Research in Human Communication Research.†Human Communication Research, 25 (4), pp.478-497.

Epstein, L. H., Paluch, R.A., Gordy, C.C., & Dorn, J. (2000). “Decreasing Sedentary Behaviors in Treating Pediatric Obesity.†Archives of Pediatrics. Adolescent Medicine, 154 (3), pp. 220-226.

Fam, K. S., Waller, D. S., & Ahuja, V. (2008). “A Study of Liked/Disliked Television Commercials in India.†Indian Journal of Marketing, 38 (2), pp.3-10.

Foxman, E. P., Tansuhaj, P.S., & Ekstrom, K.M. (1989). “Family Members' Perceptions of Adolescents' Influence in Family Decision Making.†Journal of Consumer Research, 15 (4), pp. 482-91.

Galst, J. P. (1980). “Television Food Commercials and Pro-Nutritional Public Service Announcements as Determinants of Young Children's Snack Choices.†Child Development, 51 (3), pp. 935-938.

Gbadamosi, A., Hinson, R.E., Tukamushaba, E.K., & Ingunjiri, I. (2012). “Children's Attitudinal Reactions to TV Advertisements: The African Experience.†International Journal of Market Research, 54 (4), pp. 543-544.

Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1982). “Charting the mainstream: Television's Contributions to Political Orientations.†Journal of Communication, 32 (2), pp.100-127.

Goldstein, J., (1998). “Children and Advertising- The Research Commercial Communication.†Retrieved from www.europa.eu.int accessed on October 11, 2012.

Gupta, S.S., & Varma, D.P.S. (2000). “We, Not Me. Who Will Buy?†Indian Management, 35 (5), pp. 61-55.

Jenkins, R. L. (1979). “The Influence of Children in Family Decision-Making: Parents' Perceptions.†In Advances in Consumer Research, 6, Ann Arbor, MI: Association for Consumer Research, pp. 413-418.

Judd, C. M., & Kenny, D. A. (1981). “Estimating the Effects of Social Interventions.†New York: Cambridge University Press.

Kapoor, N. (2003). “Television Advertising and Consumer Response, Children Buying Behaviour.†Mittal Publication, New Delhi, pp. 06-226.

Khatri, P. (2006). “Celebrity Endorsement: A Strategic Promotion Perspective.†Indian Media Studies Journal, 1 (1), pp.25-37.

Kothari, C.R. (2004). “Research Methodology, Methods & Techniques.†New Age International, New Delhi.

Kotwal, N., Gupta, N., & Devi, A. (2008). “Impact of T.V. Advertisements on Buying Pattern of Adolescent Girls.†Journal of Social Sciences, 16 (1), pp. 51-55.

Kumar, S.A., & Madhavi, C. (2006). “Rural Marketing for FMCGs.†Indian Journal of Marketing, 36 (4), pp. 19-38.

Latif, A., & Abideen, Z. (2011). “Effects of Television Advertising on Children: A Pakistani Perspective.†European Journal of Economics, Finance and Administrative Sciences, 30 (4), p. 38.

Mangleburg, T. F. (1990). “Children's Influence in Purchase Decisions: A Review and Critique.†Association for Consumer Research, pp.813-825.

McDonald, G. (1980). “Family Power: The Assessment of a Decade of Research.†Journal of Marriage & the Family, 42 (November), pp.841-854.

McGrath, J. E. (1982). “Dilemmatics: The Study of Research Choices and Dilemmas in Judgment Calls.†in Research Beverly Hills: Sage Publications CA, pp.69-101.

Miller, B. C., & Rollins, B.C. (1982). “On Methods of Studying Marriages and Families.†Journal of Marriage and the Family, 44 (1), pp.851 -873.

Palan, K. M., & Wilkes, R.E. (1997). “Adolescent- Parent Interaction in Family Decision Making.†Journal of Consumer Research, 24 (2), pp.159-169.

Pomeranz, J. L. (2010). “Television Food Marketing to Children Revisited: The Federal Trade Commission has the Constitutional and Statutory Authority to Regulate.†Journal of Law, Medicine & Ethics, 38 (1), p.103. DOI: 10.1111/j.1748-720X.2010.00470.x.

Prakash, S., Kumar, M., & Prakash, G. (2012). “An Analysis of TV Advertising and Usage of Celebrity Endorsers: A Content Analysis Approach.†Indian Journal of Marketing, 42 (7), pp. 36-44.

Rust, L.W. (1993). “OBSERVATIONS: How to Reach Children in Stores : Marketing Tactics Grounded in Observational Research.†Journal of Advertising Research , 33(6), pp. 65-70.

Selvaraj, A. (2007) “Rural Consumers' Behaviour Regarding Non Durable Goods: A Study in Erode District of Tamil Nadu.†Indian Journal of Marketing, 37 (12), pp. 35-42.

Sharma, R. W., & Dasgupta, P. (2009). “Marketing to Children: A Planning Framework.†Young Consumers: Insight and Ideas for Responsible Marketers, 10 (3), pp.180 - 187

Singh, D. (1998). “Children as Consumers.†Indian Management, 37 (9), pp. 78-81.

Surana, R. (n.d.). “The Effectiveness of Celebrity Endorsement in India.†Retrieved from http://edissertations.nottingham.ac.uk/2069/1 /08 MAlixrs 13.pdf

Verma, D.P.S., & Kapoor, N. (2004) "Influence of TV Advertisements on Children's Buying Response: Role of Parent-Child Interaction." Global Business Review, 5 (1), pp. 51-71. doi:10.1177/097215090400500104

Ward, S. W. (1997). "How Children Learn to Buy: The Development of Consumer Information Processing Skills." Sage Publications. Beverly Hills, CA.

Young, B. & Hetherington, M. (1996). The Literature on Advertising and Children's Food Choice.†Nutrition & Food Science, 96 (5), pp.15-18.

Young, B. M. (n.d.). “Celebrity Endorsement: Theory and Experiments with Children.†Retrieved from www.cbs.dk.