INFLUENCE ON COWBELL OF AKBC TELEVISION ADVERTISING ON CHILDREN IN ESSIEN UDIM LOCAL GOVERNMENT AREA
1.1 Background of the Study
Television advertising has become a part of almost every single family on our planet. And not just an ordinary part but a very important one because time spent next to it exceeds the amount of time spent together with any other part. One does not have to apply any effort to talk or listen to complaints while communicating with it. It is so simple that it has become an integral part of culture of every family.
Television advertising on children has steadily increased as new and sophisticated types of media have been made available to general public. According to the America Academy of Pediatrics (AAP) “children are influence of media they learn by observing, imitating and making behaviour their own” (2001, P. 2224).
The influence of television advertising on children has been the subject of increased attention among parent’s educators and health care’s professional. The significance of these issues becomes ambitious when one note the diversity of Nigerian who shares this concern included in this group of concerned citizens are those most notably politicians who typically stand in opposition to one another on many issues, but who stand together is agreement on this one.
Today, everywhere we go, we see some type of advertising, sale at the supermarket, or a billboard for radio station are time of the many forms of advertisement.
Currently, advertisement that target children are very controversial, marketers choose children because they can easily cure then either directly or through their parents.
Although, advertising has been defined by many scholars, it a non-personal communication of information usually paid for and usually persuasive in nature about product (goods and services or ideas by an identified supervisor through various medium). The British Institute of Practitioners in Advertising (IPA) defines advertising as “The right prospects for the product of services at the lowest possible cost fronk (1998:7).
There is a general concern of parents and others societal mentors that television advertising may have intended, unintended or a negative influence on children Television advertising may lead a child to select material objects over much socially oriented alternative potentially increase parent child conflict and may lead to move disappointed, unhappier child. One of the reasons behind this parental concern is that children can be exploited more easily if they do not know the selling intend of commercials. If the children understand the intention of commercials, if the children understand the intention of commercials and are able to distinguish them from programme, how every the potential influence of television advertising allows children to use recognition defenses, such as producing counter arguments, second, the recognition of differences between the programmer and commercial allow them to avoid or break on commercial.
However, whether or not children are influence by television advertising massages is an important issue to investigate, both from the parent’s standpoints as understanding may prevent negative influence on the well-being of their children and from the advertising standpoint as it will attend the effectiveness of television of their television commercials.
1.2 Statement of the Problem
In recent years, the television advertising has come under five for portraying images that are detrimental to society.
Troubled adults and teen too often mimic actions depicted in violent television shows and then base their behaviour on the actions of the character in the television advertising messages.
This attitude formation would lead us to believe that through mumbling effects, children are influenced in behavioral ways that may not normally occur if the stimuli i.e. television adverting portrayed as an excuse for immoral behaviour tends to place the children in a robot scenario where by the children have no decision making capabilities other than to act out science portrayed in television.
Hence, this makes it an important issue to investigate it influence on children.
1.3 Objectives of the Study
The purpose of this study is to examine the influence of television advertisement of Wamco Nigeria Plc with respect