Study and Impact of Advertising on Children With Special Reference to Eating Habits in India
Naresh Kr. Sharma
Professor, IIMT, Gr. Noida
Dr. Ramesh Agarwal
Director, JRE Group of Institutions, Gr. Noida
Download PDFAbstract
Advertisement is integral part of the industry which wants its product to be reached to the customer, and thereby
converting them into consumers. Advertising is sole of everyones lifestyle, and the degree of impact of adverting
on children is becoming devastating day by day. Advertisements showcase the must haves for a kid making them
a consumer even before they have reached the age of 3. on the contrary, advertisement are educating, updating
and motivating the children to learn good thing as well. Thus the objectives of this research paper are to explore
both the beneficial and harmful effects of media on childrens food habits, and to identify how the advertising
industry can be regulated by formulating unified laws to prevent the over exposure of children to the ad world. I
am also emphasizing on directing childrens towards imbibing healthy food habits in them by suggesting parents
to be more aware & regulating the advertisement targeted on children. This research paper also take a review on
what kind of regulations are implemented in some parts of world regarding advertisements targeting childrens
& what kind of steps are being taken in India in this direction. Using On the Spot sampling method 100 children
between 5-15 yrs age group and 50 parents are interviewed with the help of interview schedule and data collected
is presented in the form of pie chart. The research paper concludes that advertising severely affect the eating
habits of present generation children. The role of parents and legal system plays crucial role in preventing the
anti health ads influencing the childrens eating habits.
Keywords: Advertising; Habits; Impact; Children; Legal; System
References
- Rubinstein, Reuven Y. (1981), Simulation and the Monte Carlo Method, New York: Wiley.
- Schwarz, Gideon (1978), “Estimating the dimension of a model,” Annals of Statistics, v. 6, 461- 464.
- Scott, David W. (1992), Multivariate Density Estimation, New York: Wiley.
- Spiegelhalter, D. J., A. Thomas and N. G. Best (1995), “Computation on Bayesian graphical models,” in Bayesian Statistics 5, Oxford, UK: Clarendon Press.
- Spiegelhalter, D. J., A. Thomas, N. G. Best and W. R. Gilks (1995), BUGS: Bayesian Inference Using Gibbs Sampling. MRC Biostatistics Unit, Cambridge University.
- Tierney, Luke (1994), “Markov chains for exploring posterior distributions (with discussion),” Annals of Statistics, 22:4, 1701-1786.
- Uncles, M. D. and A. S. C. Ehrenberg (1990), “The buying of packaged goods at us retail chains,” Journal of Retailing, 66:3, 278-296.
- Walters, Rockney G. (1991), “Assessing the impact of retail price promotions on product substitution, complementary purchase, and interstore sales displacement,” Journal of Marketing, 55:2, 17-28.
- Walters, Rockney G. (1988), “Retail promotions and retail store performance: a test of some key hypotheses,” Journal of Retailing, 64:2, 153-180.
- Walters, Rockney G. and Scott B. MacKenzie (1988), “A structural equations analysis of the impact of price promotions on store performance,” Journal of Marketing Research, v. 25, 51-63.
- Walters, Rockney G. and Heikki Rinne (1986), “An empirical investigation into the impact of price promotions on retail store performance,” Journal of Retailing, 62:3, 237-266.
- Wrigley, Neil (ed.) (1988), Store Choice, Store Location and Market Analysis, London: Routledge.
- Zellner, Arnold (1971), An Introduction to Bayesian Inference in Econometrics, New York: Wiley.