Hi Positive World Project : INFLUENCE OF ADVERTISING ON YOUNG CHILDREN IN NIGERIA

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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