INTRODUCTION
1.1
Background
to the Study
Recently, majority of
advertisements especially television advertisement directed towards kids has
increased tremendously. Advertisers achieved this by spending huge amount of
money yearly in pushing products and services mainly and directed to children.
According to Bigda, (2015), children now watch an average of 40,000 television (TV) commercials yearly. This research study intends to look into the reasons why many television advertisements like Indomie noodles are directed towards kids. The researcher will examine, how kids react to these TV advertisements, how they go about getting the product in the market, how these TV advertisements have modified the behaviour of kids as consumers, and what role parents ought to play in their children’s TV watching behaviour.
Etymologically, the
word Advertising is derived from the Latin word advert’ere which means to draw attention. Therefore, advertising is
all about drawing a person’s attention to buy a particular product or subscribe
to a service. Adverting according Benson, (2015), is the action of calling
something to the attention of the public especially by paid announcement.
However, advertising according
to Bovee and Arens sees advertising is a “non-personal communication of
information usually paid for and usually persuasive in nature about products
(goods and services) or ideas by identified sponsor through various media
(radio, television, newspaper, magazine or internet). Wikipedia also defined
advertising as “any form of communication used to encourage or persuade an
audience (viewers, readers, or listeners, sometimes a specific group of people)
to continue or take new actions”.
The American Marketing
Association (AMA) defines advertising as “any paid form of non-personal
communication about an organization, product, service or idea by an identified
sponsor. “Answer.com sees advertising as the activity of attracting public
attention to the product or business as by paid announcements in the print,
broadcast, or electronic media. Also, Okunna, (2012), opines that advertising
is “any form of communication through the media about products services, ideas,
personalities or organizations paid for by an identified sponsor.”
Since television has
become part of our culture and advertisers are taking full advantage of it. The
purpose of advertisement is to position relevant products to target market and
to make sure the cash registers keep ringing. Children are categorized as
important segment of the market and advertisement should be directed and
advertised to them.
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