WHAT IS A LITERATURE REVIEW?
A literature review discusses published information in a particular subject area, and sometimes information in a particular subject area within a certain time period.
A literature review can be just a simple summary of the sources, but it usually has an organizational pattern and combines both summary and synthesis. A summary is a recap of the important information of the source, but a synthesis is a re-organization, or a reshuffling, of that information. It might give a new interpretation of old material or combine new with old interpretations. Or it might trace the intellectual progression of the field, including major debates. And depending on the situation, the literature review may evaluate the sources and advise the reader on the most pertinent or relevant (www.unc.edu/depts/wcweb)
PROBLEM OR THESIS STATEMENT
- Literature review must be based on a solid thesis or research question. Hence, students are expected to convert the given topic (Children Advertising) to into a debatable question. Compare various viewpoints of other established authors on the chosen topic. This compare and contrast methodology is an important part of learning process. The arguments and counter viewpoints given in the review should have solid support and evidence in the form of external sources and other works published earlier on the subject. More so give an explanation of how each work is similar to and how it varies from the others.
STRUCTURE
Literature review should include
· An introduction part
· The main body of the essay
· The concluding part
It is essential that you construct a table of contents that can list all the titles and sub categories properly.
- The paper should review a point or an issue at a given time, so that the proper flow of information and arguments is maintained. This will also facilitate the smooth transition of issues and themes related with such a review essay. That is divide the works under review into categories (e.g. those in support of a particular position, those against, and those offering alternative theses entirely)
- The concluding part of the essay should carry your firm conviction with regard your viewpoint on the topic question. That is, conclusions as to which pieces are best considered in your argument, are most convincing of their opinions, and make the greatest contribution to the understanding and development of their area of research
PROPER CITATION (WITHIN THE WORK/ BACK PAGE REFERENCES)
As the literature review on any subject is a vast exercise that includes large number of references from external sources, these should be properly cited in the main essay body. Their detailed description should come on the bibliography pages, at the end of the essay. This is an important part of any essay writing project as it saves the student from the serious allegations of plagiarism, while giving the requisite information to the readers on the sources used to support the essay arguments.
FINALLY REVISE YOUR WORK
Spending a lot of time revising is a wise idea, because your main objective is to present the material, not the argument. So check over your review again to make sure it follows the assignment and/or your outline. Then, just as you would for most other academic forms of writing, rewrite or rework the language of your review so that you’ve presented your information in the most concise manner possible.
LITERETATURE REVIEW ON CHILDREN ADVERTISING.
ReplyDeleteTOPIC: THE INFLUENCE OF TELEVISION COMMERCIALS ON CHILDREN.
Television commercials are supporting revenue of advertisement that involves making a product know to the audience for the purpose of trade. Television commercials play a role in the life of persons, male or female, young or old, etcetera. Television commercials also also play a role in children thereby having a great influence on them.
According to the Jeffrey E. Brand (2007); ‘research on the influence of television advertising directed to children’ prepared for the Australian communications and media authority www.acma.gov.au, he identified two critical stages that mark children’s capacity to understand important qualities of television commercials: at five or six years of age, when the majority of children begin to be able to distinguish advertising from program content, and around age seven, when children begin to recognize the persuasive intent of advertising. This simply means that there is a particular stage in the life of children when they begin to recognize vital characteristics of television commercials and also discover its intent. Studies show that between the ages of six to eleven years, children begin to develop the ability to think skeptically about advertising. Although, they may not respond decisively without being prompted to think about intent and appeals. Livingstone and Helsper (2006) concluded that there was little empirical evidence cited in support of the claim that younger children are more vulnerable to advertising influence (p. 565). They note anomalies in the literature, for example, Moore and Lutz (2000), cited in Livingston & Helsper, 2006) who found older children were more attentive to advertising than younger children, with greater effects in the over 11 years age group than the seven to eight years age group.
Livingstone and Helsper’s (2004); believes television advertising (also known as television commercials) has a modest direct effect on children’s (age 2-11). This modest direct effect which could be positive or negative on the life of children. In a study focusing on children's perceptions of alcohol consumption, Wallack and Grube(1994) found evidence to prove that television advertising influenced children's perceptions. The subjects for proving this evidence were exposed to television commercials advertising alcoholic beverages, developed an overwhelmingly positive perception of alcohol consumption. ‘Due to the age of the subjects however (pre-teens), no evidence could be found to indicate that commercials influenced children's actual drinking behavior’.
Also Hastings et al (2003) recently conducted a comprehensive and systematic review of the evidence regarding food promotion to children. Hitchings and Moynihan (1998) asked children to recall as many food advertisements as possible, and those results were correlated with their purchase requests and food consumption. Out of the 10 most commonly remembered food advertisements, four were also among the 10 most commonly requested food products. This means that children are receptive towards commercials that are been displayed on television.
Halford (2005) argued, in a review article, that “major changes in the home life of many of our children need to take place” and that “TV adverts do influence children’s behaviour and,
critically, their intake” (p.286).5
Based on these results, one can say that children focus more on television commercials and they acquire knowledge from them either negatively or positively.
NAME OF REVIEWER: OLOWOFELA ANUOLUWAPO
MATRIC NUMBER: 09BE08976
THIS ARE THE REFERENCES
ReplyDeleteBIBLIOGRAPHY.
Australian Centre for Health Promotion. (2006). Food advertising on Sydney television: the extent of children's exposure: School of Public Health, University of Sydney.
Auty, S., & Charlie Lewis. (2004). Exploring children's choice: The reminder effect of product
placement. Psychology and Marketing, 21(9), 697-713.
Bloome, D. & Ripich, D. (1979). Saturday morning children's television
commercials: A sociolinguistic perspective. Theory Into Practice, 18, 4, 220-225
Brucks, M., Armstrong, G. M., & Goldberg, M. E. (1988). Children’s Use of Cognitive Defenses Against Television Advertising: A Cognitive Response Approach. The Journal of Consumer Research, 14(4), 471–482.
Goldberg, M., & Gorn, G. (1978). Some unintended consequences of TV advertising to children. Journal of Consumer Research, 5, 22–29.
Goldberg, M. E., Gorn, G. J., & Gibson, W. (1978). TV messages for snack and breakfast foods: Do they influence children's preferences? Journal of Consumer Research, 5, 73–81.
Gorn, G., & Goldberg
Halford, J. C. (2005). Serving up trouble? Advertising food to children. Psychologist, 18(5),
284-286.
Halford, J. C. G., Gillespie, J., Brown, V., Pontin, E. E., & Dovey, T. M. (2004). Effect of
television advertisements for foods on food consumption in children. Appetite, 42(2),
221-225.
Hastings, G., Stead, M., McDermott, L., Alasdair, F., MacKintosh, A. M., Rayner, M., et al.
(2003). Review of the research on the effects of food promotion to children (Final
report). London: Food Standards Agency.
Hill, J. M., & Radimer, K. L. (1997). A content analysis of food advertisements in television for Australian children. Australian Journal of Nutrition & Dietetics, 54(4), 174–182.
Hitchings, E., & Moynihan, P. J. (1998). The relationship between television food advertisements recalled and actual foods consumed by children. Journal of Human Nutrition and Dietetics, 11, 511–517.
Jeffrey E. Brand, PhD. Scott J. Knight, MFT. Centre for New Media Research and
... Australia (2005), Interactive Australia 2007, Interactive Australia 2009.a
Levin, S. R., Petros, T. V., & Petrella, F. W. (1982). Preschoolers’ awareness of television advertising. Child Development, 53, 933–937.
Lewis, M. K., & Hill, A. J. (1998). Food advertising on British children's television: A content
analysis and experimental study with nine-year olds. International Journal of Obesity,
22(3), 206-214.
Livingstone, S. (2005). Assessing the research base for the policy debate over the effects of food advertising to children. International Journal of Advertising, 24(3), 273-296.
Livingstone, S. (2006). Does TV advertising make children fat? Public Policy Research, 13(1), 54-61.
Livingstone, S., & Helsper, E. (2004). Advertising food to children: understanding promotion in the context of children’s daily lives: A review of the literature prepared for the Research Department of the Office of Communications (OFCOM).
Livingstone, S., & Helsper, E. (2006). Does Advertising Literacy Mediate the Effects of Advertising on Children? A Critical Examination of Two Linked Research Literatures in Relation to Obesity and Food Choice. Journal of Communication 56 (2006) 560–584
Neeley, S. M., Schumann, D. W., 2004. Using Animated Spokes-Characters in
Advertising to. Young Children, Journal of Advertising, 33 (3), 7 – 23. ...
Viner, R. M., & Cole, T. J. (2005). Television viewing in early childhood
predicts adult body mass index. Journal of Pediatrics, 147, 429–435.
REVIEWER: OLOWOFELA ANUOLUWAPO
MATRIC NUMBER: 09BE08976
DELANO OLAYIDE
ReplyDeleteHERE ARE THE REFERENCES
BIBLIOGRAPHY
• Choueka, Elliott (2005-07-08). "Big Mac fights back". BBC News. Retrieved 2006-10-09.
• ↑ "Disney and McDonald's deal ended". Norwich Union. 2005-05-10. Retrieved 2006-10-09.
• ↑ Noe, Eric (2006-05-08). "Did Childhood-Obesity Worries Kill Disney-McDonald's Pact?". ABC News. Retrieved 2006-10-09.
• ↑ "Report: McDonald's may work with other studios after Disney". CNN Money. 2005-07-06. Retrieved 2006-10-09.
• ↑ Hein, Kenneth (2005-04-25). "Paris Ad for Carl's Jr. Too Hot for TV". Adweek. Archived from the original on 2006-10-05. Retrieved 2006-10-09.
• ↑ "Pizza Hut Celebrates Successful Delivery to Space". Space.com. 2001-05-22. Retrieved 2006-10-09.
• ↑ "Pizza Hut Puts Pie in the Sky with Rocket Logo". Space.com. 1999-09-30. Retrieved 2006-10-09.
• ↑ "Children's Food Bill". British House of Commons. 2004-05-18. Retrieved 2006-10-09.
• ↑ Leake, Jonathan (2005-10-09). "Burger King opts out of health food drive". London: The Sunday Times. Retrieved 2006-10-09.
• ↑ Derbyshire, David (2006-06-15). "Ban all junk food ads before 9pm, says watchdog". Telegraph.co.uk. Retrieved 2006-10-09.
• ↑ Kedgley, Sue (2003-03-06). "TVNZ’s defence of fast-food advertising leaves foul taste". Green Party of Aotearoa New Zealand. Retrieved 2006-10-09.
• ↑ Simmonds, Malcolm (March 2006). "The Growth of Obesity". Alternative HealthZine. Retrieved 2006-10-09.
• ↑ Bobbie Johnson; Owen Gibson (2006-03-27). "Internet used to push fast food to children, say campaigners". Guardian Unlimited. Retrieved 2006-10-09.
• ↑ Bergren, Scott (2004-06-03). "KFC Responds to FTC Resolution of Advertising Inquiry". Archived from the original on 2006-10-31. Retrieved 2006-10-09.
• ↑ "End of story for one fast food ad". Advertising Standards Authority. Retrieved 2006-10-09.
• ↑ "Tight controls on food labelling". BBC News. 2006-05-16. Retrieved 2006-10-09.
• ↑ "Junk food ad crackdown announced". BBC News. 2006-11-17. Retrieved 2006-11-17.
• ↑ "Junk food ads to be banned from kids' TV". Daily Mail. 2006-03-27. Retrieved 2006-11-17.
• ↑ "Reactions in quotes: ad ban". BBC News. 2006-11-17. Retrieved 2006-11-17.
• ↑ 20.0 20.1 "Junk food ad ban comes into force". BBC News. 2007-04-01. Retrieved 2007-04-02.
• ↑ "Junk food ad ban plans laid out". BBC News. 2007-02-22. Retrieved 2007-04-02.
• ↑ "McDonald's :: About Us :: Sports Sponsorships". McDonald's Canada. Retrieved 2006-10-09.
MATRIC NUMBER; 09BE08952
Delano olayide
ReplyDeleteChildren advertising; the influence of advertisement of fast food on children.
Fast food advertising is the promotion of fast food products and ventures through a variety of media. Fast food advertising campaigns are not as highly regulated as some other products, such as those imposed on alcohol advertising, but there are often public calls for their promotion to be minimized.
Over 10 billion dollars is spent on fast food advertising to children annually in numerous fashions. The majority of these ads are for food and drink that is high in fat, sugar, calories, salt and low in nutrients. It’s not as much the advertisement itself as much as it is the tactic used to entice our children to want their product. The most obvious media venue is television advertisement. The marketing gurus know how to get into children’s heads and how to get their most wanted response. They know that children can and do influence their parents when it comes to food purchases.
On an average children view over 40,000 commercials a year most of which are for candies, cereals, toys, and fast food restaurants. Fast food advertising to children is not only limited to fast food restaurants. If it is fast and it is food then it is fast food. Its fair to say that fast food advertising is big business. Additionally, trying to curtail children from television viewing is a daunting task particularly since many kids have televisions in their bedrooms. The methods used for advertisement are within the norm for advertising. Businesses spend money to get their product noticed by what should be their target audience. In other words, you'd be hard pressed to find an advertisement on 60 Minutes for Cocoa Krispies just like you'd be hard pressed to find an advertisement on the Nickelodeon Channel for T.D.Waterhouse.
Children today have more purchasing power, they are the consumers of tomorrow, and because they do influence their parents on purchases it opens a whole new audience for marketers. Children are much more vocal than they used to be and they are not afraid to speak up when they want something. Advertisers call this Pester Power. I call it nagging. In other words, kids aren't afraid to kick and scream to get their parents to buy something. Fast food advertising to children is all about Pester Power and marketers rely on children to nag the parents rather than market to the parents directly. They know that marketing to children will net higher results. Marketers break Pester Power down into 2 categories. Persistence nagging and importance nagging. Persistence nagging is begging repeatedly. Importance nagging, on the other hand, is what marketers rely on. This is all about providing for their children and the guilt that comes with not being available enough for their kids. There are many tactics used in fast food advertising to children such as toys included with meals and monopoly game pieces. Fast food businesses will claim that this is to provide a more pleasant visit to their store for the parents but in reality it is baiting children to desire fast food.
Conclusively, we can't stop fast food advertising to children but we can control the television viewing time. Less time in front of the television as a family could reduce the pestering for fast food and create a more nutritious and healthy family environment.
09BE08952
Mass communication
This comment has been removed by the author.
ReplyDeleteUSORO EDIMA UDO
ReplyDeleteMASS COMMUNICATION
09BE08998
200LEVEL
Main topic: Children’s advertising in Nigeria
Sub topic: Children food advertising in Nigeria
It is obvious that today’s marketing is very different from the way it was done back in the days. In essence, we can say that marketing has gone through a revolution over the years. Companies like Dangote: noodles, spaghetti, indomie, engage in children’s food advertising. The question now is who are the main targets of marketers now and are the methods ethical, what are parents doing in this case and what could be the effect.
Children appear to be vulnerable and have been targeted by marketers to make profit because they view these children to be strong and powerful consumers. Therefore, messages are aimed at children to promote various sales. According to Gunter & Furnham, 1998, they feel that children do not have the ability to understand the true nature of advertisement.
In recent years in Nigeria, the food industry has viewed children as a major market force. As a result, children are now the target of intense and specialized food marketing and advertising efforts. Food marketers are interested because of children’s persuasive influence on their parents to make purchase of the type of food they want. Multiple techniques and channels are therefore used to reach them to foster brand building and influence food product purchase. In reference to International Journal of Behavioural Nutrition and Physical Activity, 2004, these food marketing channels include: television advertising, in-school marketing, product placements, kids clubs, the internet, toys and products with brand logos. Food marketed to children is high in sugar and fat and as such are inconsistent to national dietary recommendations. Nutrition during childhood and adolescence is essential for growth development, health and well-being. Numerous studies have consistently documented that dietary intake patterns of Nigerian children and adolescents are poor and do not meet national dietary goals. While multiple factors influence eating behaviours and food choices of youth, one potent force is food advertising.
AKUBOH VANESSA C. 09BE08944
ReplyDeleteEFFECTS OF TV ADS ON CHILDREN
Today’s children are unique in many ways from previous generations, but perhaps the most influencing on our young children today is Television advertisements. Many books have been written, and many studies and reports done on the effects of TV advertising on children. No matter how you look at it, advertisers choose children because they are the most easily influenced and will spend their money if they find something interesting.
Children are the ones that must carry on family traditions, continue to build and develop new public projects, and continue to learn and expand the knowledge of the human race. With that said it is important to understand that children are also future consumers.
However, in terms of negative effects, Advertising is everywhere you look, whether it is in the newspaper you pick up daily or on that billboard you see while driving down the highway. Many children are often the target for most advertisers, because they know if they hound at their parents enough they will give in and buy their product.
Futhermore,there has been an increasing amount of violence in media directed towards children on television, in movies, computer games, videotapes, and the large number of violent toys. The National Association for the Education of Young Children (NAEYC) feels that the increasing number of violence endangers children from growing up in a mentally stable way
In Conclusion, Infants, toddlers, and preschoolers are spending far more time watching DVDs and clicking remote controls and computer mice than reading books, according to a Kaiser Foundation study released yesterday
There are so many toys out there for children to play with, but how do you decide if it is a good toy or a bad toy? You can always read the box and try to get some idea what the toy does before giving it to your child. According to the American Heritage College Dictionary part of the definition of toys is an object for children to play with (1455).
According to The Parenting Network, they feel that homemade toys are the best for children because they feel it increases creativity among children under the age of five. Also you can observe your child playing with and making the toy. This way you know exactly what is in the toy and that nothing harmful can come from the product they produce.
The effect of such high-intensity media exposure is unclear, researchers said, but what is clear is that the under-6 set is becoming far more media savvy than anyone expected. “The last time we did a big study on kids and media, about 5 years ago, we didn’t think to go younger than two because they didn’t think there was anything there" said the study’s lead author, Vicky Rideout, vice president of the Kaiser foundation.
REFERENCES
ReplyDeleteWashington Post (October 29, 2003) Under-6 set tunes in tv’s not books Toledo Blade, 153(302), PA 1/5
National Association for the Education of Young
Children.(2003), Available online: http://www.naeyc.org
Kilbourne, Jean. (2003) “Own this Child” Available online:
www4.cord.edu/english/stevier/ho--feb17_sample_essay3_draft_outline.htm
Wesolowsky, Tuck (2003)“Advertisements target young children” Available online:
www.rferl.com/nca/features/2000/03/F.RU.000316151205.html
Horovitz, Bruce. (December 18, 1997). "Cashing in on kids Retailers in search of customers for life," USA Today, PA 1A.
Dumont, Pascaline. “Temptation-free Television for Children?” UNESCO Courier 54. 9 (2001) : 44
Friedman, Wayne and Goetzl, David. “Kids’ Upfront Outlook is Grim.” Advertising Age 72. 11 (2001) : 3
McDonald, Marci and Lavelle, Marianne. “Call it Kid-fluence.” U.S. News & World Report 131. 4 (2001) : 32
Pine, Karen J and Nash, Avril. “Dear Santa: The Effects of Television Advertising on Young Children.” International Journal of Behavioral Development 26. 6 (2002) : 529
The American Heritage College Dictionary. Boston: American Heritage, 2002
NYBOR,LLC (1996-2002) Available online:
http://www.robynsnest.com/toysafety.htm.
McNeal, James (2001). Quoted in McDonald M, Lavelle M.
Call it kid-fluence. U.s. News & World Report, July 30, 2001, p.32.Strasburger, Victor C. (2001, June).
Children and TV advertising: Nowhere to run, nowhere to hide. Journal of Developmental & Behavioral Pediatrics, 22, 185. Education Digest (2000, January).
Junk-food marketing goes elementary. p, 32.
REVIEWER: OLOWU OYINKANSOLA
ReplyDeleteMATRIC NO: 09BE08977
REFERENCES.
Adler R. P., Friedlander B. Z., Lesser G. S., Meringoff L., Robertson T. S., Rossiter J. R., and Ward S.(1977). Research on the Effects of Television Advertising on Children: A Review of the Literature and Recommendations for Future Research. Washington DC: US Government Printing Office.
Adler, R. P., Lesser, G. S., Meringoff, L. K., Robertson, T. S., Rossiter, J. R., and Ward, S. (1980). The Effects of Television Advertising on Children: Review and Recommendations. Lexington MA: D.C. Heath.
Appleton, E. (1990). Opening the floodgates. Marketing (Nov 1st), 28-29.
Astington, J. W. (1991). Intention in the child’s theory of mind. In, Children’s Theories of Mind.
Hillsdale NJ: Erlbaum.
Atkin, C. K. (1975a). Effects of television advertising on children: Report 7; parent-child
communication in supermarket breakfast selection. East Lansing MI: USDEW, Michigan State
University.
Atkin, C. K. (1975b). Effects of television advertising on children: Report 8; survey of children’s and
mother’s responses to television commercials. East Lansing MI: USDEW, Michigan State
University.
Atkin, C. K. and Heald, G. (1977). The content of children’s toy and food commercials. Journal of
Communication, 27(1), 107-114.
Balasubramanian, S. K. (1991). Beyond advertising and publicity; The domain of hybrid messages.
Working Paper. Report No.รบ91-131. Marketing Science Institute. Cambridge MA.
Barcus, F. E. (1971a). Description of children’s television advertising. Statement to Federal Trade
Commission Hearing on Modern Advertising.
Barcus, F. E. (1971b). Saturday Children’s Television: A Report on TV Programming and Advertising
on Boston Commercial Television. Newtonville, MA: Action for Children’s Television.
Barcus, F. E. (1980). The nature of television advertising to children. In E. L. Palmer and A. Dorr
(eds.), Children and the Faces of Television: Teaching, Violence, Selling. Pp.273-285. New York
NY: Academic Press.
Barcus, F. E. and McLaughlin, L. (1978). Food Advertising on Children’s Television: An Analysis of
Appeals and Nutritional Content. Newtonville MA: Action on Children’s Television.
Barcus, F. E. and Wolkin, R. (1977). Children’s Television: An Analysis of Programming and
Advertising. New York NY: Praeger.
Barling, J. and Fullager, C. (1983). Children’s attitudes to television advertisements: a factorial
perspective. The Journal of Psychology, 113, 25-30.
aliu adeola oluwatosin
ReplyDelete09be08946
refernces
NARC was created in 1971 by an alliance between the Council of Better Business Bureaus (CBBB, the national organization for the Better Business Bureau system), the Association of National Advertisers (ANA), the American Association of Advertising Agencies (AAAA) and the American Advertising Federation (AAF).
According to CARU, their Guidelines “are deliberately subjective, going beyond the issues of truthfulness and accuracy to take into account the uniquely impressionable and vulnerable child audience.” The CARU Guidelines, as well as NARC’s 2004 “White Paper” (an exhaustive 92-page “historical overview of the investigation of food, nutrition and weight loss advertising”),
, www.commercialexploitation.org.
This comment has been removed by the author.
ReplyDeleteChildren Advertising on TV.
ReplyDeleteThe brain behind Advertising is to cajole, to persuade an audience, viewers or action. Most times, advertising is engineered towards driving customer behavior with respect to a commercial offering. Advertising is paid for mainly by an identified sponsor and seen or viewed through the different medium that there are such as: newspapers, magazines, radio, outdoor or direct mail. The particular medium that would be talked about would be the television advertising.
The television is the most medium that can easily discern messages to children and they understand easily because television combines both sounds and sight; no wonder children find it pretty easier to understand messages from the television than other medium.
Advertisements owing to the artificial lightening and still cameras create a pseudo environment for children. More so, research fished out the fact that an average child sees at least 40 000 (forty thousand) television commercials in a year despite the fact that the Children's Television Act of 1990 (Pub L No. 101–437) limits advertising on children's programming to 10.5 minutes/hour on weekends and 12 minutes/hour on weekdays. However, much of children's viewing occurs during prime time, which features nearly 16 minutes/hour of advertising. A 30-second ad during the Super Bowl now costs $2.3 million but reaches 80 million people.
Now researches over time have shown that children under the age of 8 are completely defenseless against these advertisements because they do not know why these advertisements are being showed to them. In some European countries, advertisements are banned from being shown to kids beneath the age of 12 and these countries include: Greece, Sweden and Norway because these children are being exposed to what they do not understand so they probably get confused and it affects them psychologically as it begins to show in their character.
Bello Abibat
ReplyDelete09be08951
THE INFLUENCE OF FOOD ADVERTISING ON CHILDREN’S BAHAVIOR
RESEARCH QUESTIONS
1. To what extent are children exposed to advertisement?
2. To what extent do adverts influence children’s patronage of the product?
3. How true is the assumption that children influence their parents to purchase noodles based on the advertisements already seen?
4. How well do advert promote the loyalty of children towards the advertised brand?
STATEMENT OF PROBLEM
In the case of food advertising, the target audiences are children because they have potential to market their product, also children tend to imitate what they see on adverts, they tend to be selective. Increased appetite for the food and such adverts can influence their bahavior.
However the influence on children’s behavior might be positive, negative or neutral, where the behavior is negative, it might lead to a drop or complete drought in sales for certain organization, as consumers go for competitive brand often similar benefits.
The problem being investigated is if food advertising can really influence children’s behavior that is if food advertising has positively or negatively influenced children‘s behavior
INTRODUCTION
The National Institute on Media and the Family has reported that advertisements target children as young as 3 years old. As an adult, it can be hard enough to resist these marketing ploys, but for a child to resist is almost unthinkable (Morley, 2008). Therefore, this study seeks to find out the influence of food advertising on children behavior using children as target audience since they are the major market force that would be able to market the product based on their spending power, purchasing influence and as future adult consumers, also the toddlers to foster brand building and influence food product purchase behavior.
LITERATURE REVIEW
Advertising has a long history; modern advertising began with the invention of printing in the sixteenth century. Early advertisements for foods, which were presented alongside those for books, medicines, cures, and remedies, tended to be for foods and drinks that were at first consumed by the upper classes (Barr, 1989).
Advertising literacy to refer to the child’s developing abilities to understand and process the information in advertising, from early childhood to adolescence. (Young, 1986). The analogy was drawn with television literacy which was a popular term at the time (Dorr and Graves and Pheleps, 1980) as cited in (Appleton, 1992)
Strachan and Latour, (2008), has reasoned that over the years, there has been health related concerns of advertising to children which are sex advertising, alcohol advertising, tobacco advertising, drug advertising, and the research focus is food advertising. ). Cuter (2006) observed that children have become an increasingly important target group for marketers in recent times largely because their buying power is expanding; they have become more capable of making their own purchase choices and can also strongly influence household purchases. This influence can even extend beyond the immediate household to influence others such as grandparents and peers.
Hastings (2003) observed that food advertising and eating in children have a complex relationship in the context of the physiological, psychological, and sociocultural domains of influence within the child’s eating world and each domain has contributed to the development of food choice patterns, food preferences, and eating style.
At a critical time in the child’s development, internal mechanisms of nutritional wisdom become less important than externally driven processes of dietary choice Birch (1984). Parents believe that food advertising adversely affects their children’s eating behavior; this is not to say that advertising may be particularly influential at certain stages of development. (Carlson, 1988).