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EFFECTS OF NOODLES TELEVISION ADVERT ON CHILDREN FEEDING HABIT

Dept: MASS COMMUNICATION File: Word(doc) Chapters: 1-5 Views: 21

Abstract

This is a research work carried out to effect of advert and consuming habit of noodles by children. Advertising is costly; often its effects are uncertain, and sometimes it takes a while before it makes any impact on consumers’ buying behavior. It is for these reasons that many companies think it appropriate, occasionally to reduce expenditures on advertising or to entirely eliminate it. Looking at huge promotion of noodles through advertisements and their influence on kids, the present research work was planned to study the role of advertisement in increasing the market of noodles and how children are influenced by the advertisement of noodle using. Data for the research were collected through primary and secondary sources. The collected data were analyzed in tables and simple percentages, while the hypotheses were tested using the chi square technique. Given three hypotheses as stated in chapter one, these hypotheses were tested critically in chapter four to reveal t
CHAPTER ONE INTRODUCTION 1.1 Background to the Study Advertisements affect interpersonal attitudes, both in a positive and negative manner. It is used for communicating business information to the present and potential customers. It usually presents information about the particular advertising firm, its product qualities, place of availability of its products, etc. It helps in creating and maintaining a brand identity or brand image and it also helps in increasing the buz value of the brand or the company. The main objective of advertising is to increase the demand for the commodity by ensuring the trust of the commodity in the minds of consumers (Samaraweera and Samanthi, 2010). Children are more susceptible to the appeals of advertisements than adults. It is an important determinant of their expressed wants and purchasing behaviour, they accept advertising messages as truthful, accurate and unbiased. They can‟t understand the persuasive intend of television advertising. Advertising to children is a critical concern because the most common products marketed to children are sugared cereals, candies, sweets, sodas and snack foods (junk foods), such advertising of unhealthy food products to children contributes to poor nutritional habits that may last a life time and be a variables in the current epidemic of obesity among kids. Children represent three different markets. In addition to the direct money that children spend and the money they influence, children also represent a third major market and perhaps the most significant and that is the future market (Beder, 1998). Advertisers recognize that brand loyalties and consumer habits formed when children are young and vulnerable will be carried through to adulthood. Retailers and marketers also aware of the fact that those who switch are less likely to be loyal than those who are nurtured from childhood (McNeal, 1999). Looking at the wide market opportunities throne by this segment advertiser tries all the techniques and tools that are available to pursue the children. Of all the advertising media television is the ultimate in advertising when it comes to exposure, as it reaches directly to maximum people. It is said that today television advertising is the best selling media ever invented, it is normally the most expensive medium, and generally open to the major advertisers only (Welukar and Harichandan 2012). Modern life style has changed the family size in the Indian society. Nuclear family has taken place of the joint family. Lifestyle trends in urban India (rising incomes, longer working hours, more working mothers, time-poor/cash-rich parents) tend to support a convenience time pass and food culture, which lead the child to watching television and the increased consumption of HFSS food (High in fat, salt and sugar) (Katke, 2007). Television pumps in lot of junk food and snack advertisements. Indian child on an average get exposed to not less than 20 attractive messages of these product. More time spent with television viewing more exposure to these messages (Repeat advertisements message result into placing the brand on top of the mind) will result in to buying the brand illustrated in the advertisements (Katke, 2007). In addition the advertising industry makes junk food seem irresistible, and it may well be, as recent research shows that children could become physically addicted to junk food. When children eat these “insulinogenic” foods, the insulin not only increases the effects of the pleasure-chemical dopamine (making the child want to eat more of the same food) but also reduces the effects of the hormone leptons, making the child want to eat more and be less active (Visser, 2006; Katke, 2007). Many advertising companies focus parents to promote their food product for children previously, but currently children are directly focused by the advertisements and it has converted children into consumers (Wiese, 2004). One such sector is the instant noodles. Noodles are the favourite fast food product among children. Instant noodles are often criticized as junk food with low nutritional value, high in carbohydrates and low in fibre, vitamins and minerals. It is bad for health due to high calories and the flavouring (Monosodium Glutamate-MSG) used inside leading to weight gain and malnutrition among children. Advertisements plays an important role in growing market of noodle brands in India and all noodle brands concentrate their advertising at children which is considered as an important market for them. 


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