Influence of Advertising on the Attitude of Children

Abstract

This research study is on The Influence of Advertising on the Attitude of Young Children for the thesis of MBA. The sample size of this research was 45 with 30 children and 15 sets of parents who had children between the ages of 04-16. Parents and children of various localities of Islamabad were handed over questionnaires and the obtained results were tallied and interpreted through pie charts as well as those questions which had liker scales were interpreted through weighted mean and its ranking scale. After all this assessment it has finally been concluded that infect children of these ages have young impressionable minds and the bombardment of television advertisement has led to some negative influences amongst youngsters such as obesity due to junk food adverts, parent child conflict due to difference in their opinions and choices, imitation of their favorite advertisement characters,inclination towards smoking and other miscellaneous undesired attitudes etc.Based on the findings of this research, parents have been advised to keep a vigilant check on their children's TV viewing habits. And advertisers have also been requested to adopt measures to protect the minds of these young consumers from being exploited as well as legal regulations have been requested to be enforced.