FULL PROJECT-The effect of television advertisement on children Mental development

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The effect of television advertisement on children Mental development

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Children’s exposure to advertising can lead to increased materialism, which in turn can negatively affect their well-being and parent-child relationships. However, the negative effects are often more concerning. Advertisements, particularly those promoting unhealthy food and beverages, can contribute to obesity and poor dietary habits among children. They can also promote materialistic attitudes and create unrealistic expectations about body image, success, and happiness, leading to low self-esteem and mental health issues.

It’s also worth noting that children are particularly vulnerable to advertising because they lack the cognitive skills to understand the persuasive intent behind it. This is a key concern raised by the American Academy of Pediatrics, which has called for stricter regulations on advertising to children. Television is incorporated within the child‟s experience as it becomes part of the child’s inner world.

In discussing about television and evolutional development of T.V, some one may wonder how television affects a child of ten to eighteen year. But it is apparent that the young child is dominated by this TV. Children learn to read pictures they understand. In the watching of television, all the children see in “reality” and events do not follow the social order of the story. It is by observation of social relationship and by minor reflections of self that the child is socialized. Dumped mostly prematurely into the twentieth century, it is hardly surprising that the child still relies on what he sees as the deception of reality

Buijzen and Patti (2003) in their study indicated that television advertising can influence children’s buying behavior and materialistic values, which could potentially affect their mental development. As we accept that television and advertising affect the children‟s linearity in thought starting with the onset prints, since the young child is exclusively concerned with here and now of the present which is sufficient by demanding of his intelligence.

Shrum, James and Aric (2005) opined that television advertising can lead to increased materialism and unhappiness in children, which could impact their mental development. Advertising through television presents awesome advantages, they always make sure that through television advertising, each person‟s idea, viewpoints and services are given equitable space to express veritable information about their products for the wellbeing of the society in general. There are some advertisements of some products which are not good for the seeing of children. In this study we will be looking at one of the products: Gold Circle “Condom” is manufactured in Nigeria for population services and packed in Nigeria by the society for family health. Thrown into the mix is the crackdown on condom advertisers by the Advertisement body charge with vetting and approving advertisement.

Craig et al (2003), indicated that violent media, including some advertisements, can negatively affect children’s mental development. Moreover, a study by Kunkel, Wilcox, Cantor, JPalmer, Linn, & Dowrick, (2004) titled “Report of the APA Task Force on Advertising and Children” published by the American Psychological Association, found that children under the age of eight are unable to critically understand advertisements and can easily accept advertiser messages as truthful, accurate and unbiased. This can lead to distorted perceptions and unhealthy behaviors.

However, it’s important to note that the impact of advertisements on children’s mental development can vary greatly depending on factors such as the child’s age, the content of the advertisement, the frequency of exposure, and the child’s individual characteristics and environment.

1.2       Statement Of the Problem.

Children today are exposed to television at an early age, with many spending several hours a day in front of the screen. This exposure is not without consequences, as television content, including advertisements, can significantly influence a child’s mental development.

Research has shown that certain types of advertisements, particularly those promoting unhealthy foods or unrealistic body images, can contribute to the development of mental health issues in children, such as anxiety, depression, and eating disorders.

The mental health issues that arise from exposure to harmful television advertisements in childhood can persist into adulthood, affecting an individual’s quality of life and overall well-being. Potential solutions to this problem could include stricter regulations on television advertisements aimed at children, increased parental supervision and control over television viewing, and educational programs to help children critically analyze the media they consume.

1.3       Objectives of the Study

The objectives of the study were:

1. To ascertain the influence of television advertisement on children.
2. To find out if children are guided when watching television.
3. To find out some anti-social behaviors children copy when exposed to television advertisements.

1.4       Research Questions

The study had the following research questions.

1. To what extent are children influenced by television advertisements?
2. To what extent are children guided when watching television?
3. What anti social behaviours do children copy when exposed to advertisements?

1.5Research Hypotheses

The following research questions were relevant to this study.

H1:      Television Advertisements influences the mental development of children negatively.

H2:     The television rights of children are not protected on TV watching.

1.6       SIGNIFICANCE OF THE STUDY

The rationale for studying the impact of television on children’s mental health is rooted in the significant role television plays in the lives of children. Children spend a considerable amount of their time watching television, which exposes them to a variety of content, including advertisements. This exposure can have both positive and negative effects on their mental health.

Negative effects can include increased aggression, fear, and anxiety, as well as decreased self-esteem and social interaction. On the other hand, educational programs can enhance learning and cognitive development. However, the negative impacts often outweigh the positive, especially when children are exposed to inappropriate content or excessive screen time.

Given the pervasive nature of television and its potential effects on children’s mental health, it is crucial to understand this relationship better. This understanding can inform interventions and policies to protect children’s mental health and ensure their healthy development.

1.7       Scope Of the Study.

The study of effect of television advertisement on children Mental development is a topic that concern the moral development of children. The research is de-limited to a product which is not very suitable for the seeing of the children. The study is limited to a community in Surulere, Lagos using selected television station in Nigeria

1.8       Definition of Terms

Operational definitions of the terms were used

Influence: Influence is defined as an element believed to determine someone‟s character or individual tendencies or the ability to change the development of fluctuating things such as behaviours.

Advertising: Advertising can be defined as a form of paid public announcement intended to promote the sale of a product or service to bring out some other effect desired by the advertising agency or is a form of communication through such diverse media as posters, billboards, newspapers, magazines, radio etc.

Mental Development: It is basically the construction of mind activity such as thought process, memory, problem solving and decision making as well as over all intelligence.

Television: Television is a system of transmitting and reviewing of images over a great distance which means seeing at a distance, it contains both sound and visuals.

Children: A child can be described as a young human being boy or girl, newborn who has not reached the age of discretion.

Cultural factor: The cultural background of the child also determines their intellectual growth.

Genetic Inheritance: Children can inherit quite a number of behaviours from parents, for example intelligence can be inherited so also gentleness, meekness etc.

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