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ABSTRACT
Television and advertising together present a lethal combination and has become an integral part of modern society .It is the most convenient route to reach not only consumers but also the children. Children are manipulated by advertisement promise that the product will do something special for them which will transform their life. The present study was conducted on 100 children, studying in class 9th-12th, to know the impact of T.V. Indomie advertisement on their buying pattern. The results revealed that advertisements played a vital role in introducing a new product in the family list & making better choice during shopping. Majority of the respondents after watching an advertisement wanted to buy the new brand introduced in the market, they were disappointed when they were not allowed to buy products of their choice and were of the opinion that TV commercials helped them to make better choice during shopping. Children utilized their pocket money received every month for shopping. The main items purchased from the pocket money were- food, cosmetics, gifts and cards. They mostly went to shopping with parents .Children planned their shopping after discussion with family members. In purchase of food items, stationary, cosmetics and toiletries, children were influenced by TV commercials. In case of clothing they were guided by fashion, friends and boutiques. The respondents preferred to buy branded and standardized products which are more advertised on Television.
TABLE OF CONTENTS
Page
Title page i
Certification ii
Dedication iii
Acknowledgement iv
Table of content v
CHAPTER ONE
1.0 Background of the Study 1
1.1 Significant of the Study 1
1.2 Research Questions 2
1.3 Effect of Study 2
1.4 History of Advertising in Nigeria 3
CHAPTER TWO
2.0 Literature Review 5
2.1 The Review 5
2.2 the reason advert focus on children 6
2.3 the direct effect on children 7
2.4 Adverse effect on children 8
2.5 Theoretical framework 10
2.6 Summary of Literature Review 11
CHAPTER THREE
3.0 Research Method 12
3.1 Research Design 12
3.2 Population of the Study 13
3.3 Sampling Size and Sampling techniques 13
3.4 Instrument for Data Collection 13
3.5 Validity of Instrument 14
3.6 Data Analysis 14
CHAPTER FOUR
4.1 Data Analysis 15
4.2 Data Presentation 15
4.3 Discussion of Findings 20
CHAPTER FIVE
5.1 Summary of Finding, Conclusion and Recommendations 21
5.2 Summary of Finding 21
5.3 Conclusion 21
5.4 Recommendation 22
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The impact of television is vital because of its enormous potential as an audio-visual communicator. Television (T.V.) enables the creative man to communicate by combining motion, sounds, words, color, personality and stage setting to express and demonstrate ideas to large and widely distributed audience.
T.V. commercials usually play a role in either introducing a product reinforcing the familiarity to the product and also convincing to purchase the produ
1.2 Statement of the Problem
The problems that lead to the study of the impact of television indomie Advertisement on children are numerous; children nowadays tends to respond adversely to the advert they watch on the TV and whenever they wish to buy a product or service they usually refer to the view on the advert watched on TV.
1.3 Objective of the Study
The objectives of this study are as follows
- To examine the effects of TV adverts on children choice of indomie as a product.
- To identify the problems face by children when exposed more to TV commercials.
- To suggest possible prospects to the problems of TV adverts to children.
- To enable the children to understand how best utilize media information from the television advert.
- To highlight the effectiveness of use of television broadcast as means of advertisement.
1.4 Research Question
This project aims to find answers to the following question;
- To what extent do children of Portharcourt expose themselves to television Indomie Advertisiement?
- To what extent do children depend on advertisement from television when making choice of product and services?
- What effects have unethical practice of advertising caused?
- Has APCON stipulated any measures to curb illegal advertising?
- Does advertising lack professional application?
Advertising.
1.6 Significance of the study
It is the belief of the researcher that this study would serve as immense useful purpose to its potential and prospective users. Children, scholars, consumers of goods and services policy makers, advertisers, advertising agencies and advertising researchers would stand to gain a lot from the facts contained in this work. This study upholds the high standard of an ideal advertising practice and therefore benefits the advertisers and faming consumers of advertised goods and services. It serves as an eye opener to a good sense of advertising because the interest of the consumers is paramount.
1.7 Scope of the Study
This scope of this study is limited to Children in Bori community in Rivers state; however the principle quoted in it can well be applicable to other communities in Nigeria.
1.8 Limitation of the Study
The limitation involved in this work includes the wide nature and time constraint of the study, which resulted in narrowing down the case study to Bori community only.
The following are the limitation that hinders the study of this research work;
- Financial Constraint: There are not enough funds to fuel the study of this research work. The researcher has access to a very little source of fund.
- Time Constraints: Due to the limited time available to carry out this research work, it is not possible to carry out the research extensively as anticipated by the researcher.
1.8 Definition of terms
Advertisement: this is the paid form of non personal presentation of goods and services by an identified sponsor.
Television: this refers to an electronic visual and audio media frequencies used for mass communication.
Children: these refers to pupils or teenage who are exposed to advertising messages on the television media.
Effect: this is the impact of television indomie advert on children choice of consumption.
Indomie: these are noodles for instant breakfast on meal.