A Proposal On Modern Advertisement Effects on Children in Pakistan Proposed to: Prof. Nadeem Iqbal Proposed by: Muhammad Hussain MBA (B) ROLL NO.8361

Introduction Children are a key target for advertisers now a day. The potential of consumption is increasing day by day in the children. In Pakistan, mostly advertising companies are targeting the children and the use of children as model in the TV ad is also increasing. And that’s why children usually prefer to make attitude toward the advertised product and make decision about purchase based on this. Recent estimates suggest that, children between the ages of 6 and 14 watches about 25 hours of television per week and are exposed to as many as 20,000 commercials in a single year (Leonhardt and Kerwin) (2) . French advertisers have spent as much as 150 million a year on advertising to children under age of 12 and this figure is rising, particularly for food advertising. (M.S. Shabbir, 2008) The study of Erling Bjurström which was conducted in Sweden for the first time in 1994 and than review again in 2000 indicates that the Swedish Govt. has banned on advertisement targeting the children. The ban is laid down in Sweden’s broadcasting legislation with the following wording: “A commercial with advertising that is broadcast during commercial breaks on the television must not have the purpose of attracting the attention of children under 12 years of age.”

Children are a key target for advertisers now a day. The potential of consumption is increasing day by day in the children. In Pakistan, mostly advertising companies are targeting the children and the use of children as model in the TV ad is also increasing. And that’s why children usually prefer to make attitude toward the advertised product and make decision about purchase based on this.

Recent estimates suggest that, children between the ages of 6 and 14 watches about 25 hours of television per week and are exposed to as many as 20,000 commercials in a single year (Leonhardt and Kerwin) (2) .

French advertisers have spent as much as 150 million a year on advertising to children under age of 12 and this figure is rising, particularly for food advertising. (M.S. Shabbir, 2008)

The study of Erling Bjurström which was conducted in Sweden for the first time in 1994 and than review again in 2000 indicates that the Swedish Govt. has banned on advertisement targeting the children.

The ban is laid down in Sweden’s broadcasting legislation with the following wording: “A commercial with advertising that is broadcast during commercial breaks on the television must not have the purpose of attracting the attention of children under 12 years of age.”

Elements of Inquiry Alternative Knowledge Claims Children Attitude Towards TV Advertisements in Pakistan (Shahbaz, Shabana and Faiz) Children and television advertising (BY ERLING BJURSTRÖM) Strategies of Inquires Sequential Procedure Qualitative Quantitative Approaches to Research Mix Method Approach of Mix Method Convergence Model Design Process Of research Semi-structured Interview Questionnaire Personally visit (in data collection) The use of software SPSS+ NVIVO (data analysis ) Validity & Reliability Face validity test-retest Building a frame work for study 1 2 3

Elements of Inquiry

Alternative Knowledge

Claims

Children Attitude Towards

TV Advertisements in Pakistan

(Shahbaz, Shabana and Faiz)

Children and television

advertising

(BY ERLING BJURSTRÖM)

Strategies of Inquires

Sequential Procedure

Qualitative

Quantitative

Design Process

Of research

Semi-structured Interview

Questionnaire

Personally visit (in data collection)

The use of software

SPSS+ NVIVO

(data analysis )

Validity & Reliability

Face validity

test-retest

Modern Advertisement Effects on Children in Pakistan: The importance of children can be examined from the following Hadith of Prophet Hazrat Muhammad (PBUH). “One is not from Us, who do not care our children and who do not respect elders”. Islam gives very much importance to the children and children are the most important asset of out society. So, we must have to take steps to avoid out children from the bad impact of modern media. The currently booming media in the country is affecting our society in both quantitatively and qualitatively. With the advent of private media since 1995 the advertising practices has shown considerable effects on the growth of sales almost each and every organization. (Shahzad, superior) Research Problem

Modern Advertisement Effects on Children in Pakistan: The importance of children can be examined from the following Hadith of Prophet Hazrat Muhammad (PBUH). “One is not from Us, who do not care our children and who do not respect elders”. Islam gives very much importance to the children and children are the most important asset of out society. So, we must have to take steps to avoid out children from the bad impact of modern media.

The currently booming media in the country is affecting our society in both quantitatively and qualitatively. With the advent of private media since 1995 the advertising practices has shown considerable effects on the growth of sales almost each and every organization. (Shahzad, superior)

Research Question (Main Research) What are the effects of Advertisement on children in Pakistan? (Sub question) Is there any relationship between aggressive behavior of children with TV ads or not? How children react to advertisement? Are children responses positive or negative to the advertisement? What are the perceptions of teacher about the advertisement effects on their children?

(Main Research)

What are the effects of Advertisement on children in Pakistan?

(Sub question)

Is there any relationship between aggressive behavior of children with TV ads or not?

How children react to advertisement?

Are children responses positive or negative to the advertisement?

What are the perceptions of teacher about the advertisement effects on their children?

Purpose Statement One of the most important scenarios of this study is to measure the relationship between TV advertisement and aggressive behavior of children as well as the role of media in awareness of children and the bad effects of media on children of Pakistan. Critics claim that the aggressiveness and rudely behavior among children is because of the media effect on children. That’s why the purpose of this sequential mix method study is to explorer and understand the effects of advertisement on the children of Pakistan.

One of the most important scenarios of this study is to measure the relationship between TV advertisement and aggressive behavior of children as well as the role of media in awareness of children and the bad effects of media on children of Pakistan. Critics claim that the aggressiveness and rudely behavior among children is because of the media effect on children. That’s why the purpose of this sequential mix method study is to explorer and understand the effects of advertisement on the children of Pakistan.

Literature Review No doubt the modern advertisement makes a deep influence on children’s attitudes and behavior. Many studies have been conducted on that topic in all our the world but theirs aims are some how different. In Pakistani context there are very few studies that I found related with this topic, in this way the present study will also increase the body of knowledge. The study of Shahbaz, Shabana and Faiz which Children Attitude Towards TV Advertisements in Pakistan specifically measure the attitude of children but the present study is to explore and understand the effects of advertisement on children in Pakistan as BJURSTRÖM has don in his study in Sweden for the first time in 1994 and than review again in 2000 , which indicates that Swedish Govt. has banned all commercials directly targeting the children. Marketing activities has been increased with the advent of MNC in Pakistan. Now both multinational and local companies are investing a huge amount on the advertisement. Defiantly the effects of these activities are significance on our society specially on the children. Mostly advertising is being don by T.V and other medias like web and magazines are also used for this purpose.

No doubt the modern advertisement makes a deep influence on children’s attitudes and behavior. Many studies have been conducted on that topic in all our the world but theirs aims are some how different. In Pakistani context there are very few studies that I found related with this topic, in this way the present study will also increase the body of knowledge. The study of Shahbaz, Shabana and Faiz which Children Attitude Towards TV Advertisements in Pakistan specifically measure the attitude of children but the present study is to explore and understand the effects of advertisement on children in Pakistan as BJURSTRÖM has don in his study in Sweden for the first time in 1994 and than review again in 2000 , which indicates that Swedish Govt. has banned all commercials directly targeting the children.

Marketing activities has been increased with the advent of MNC in Pakistan. Now both multinational and local companies are investing a huge amount on the advertisement. Defiantly the effects of these activities are significance on our society specially on the children. Mostly advertising is being don by T.V and other medias like web and magazines are also used for this purpose.

Advertisement & Children (International Journal of Behavioral Nutrition and Physical Activity 2004) Food Advertising and Marketing Directed at Children and Adolescents in the US (Walter, Nancy, James, Victoria) Television Food Advertising to Children in the United States ( ELIZABETH S. MOORE RICHARD J. LUTZ*) Children, Advertising, and Product Experiences: A Multimethod Inquiry (BY ERLING BJURSTRÖM) Children and television advertising (Shahbaz, Shabana and Faiz) Children Attitude Towards TV Advertisements in Pakistan Researchers Studies Children Elders Youth Society Advertisement TV Web Others medias

Methodology I will use the pragmatism approach to purify the results. In sampling I will select the school children as population and defiantly those children will be selected who used to watch TV or listen Radio or use internet etc. The sample size for the purpose of data collection that I have selected is, 10 schools will be visited from which 20 students from each schools will be asked to fill questionnaire in this way the total number of population will be of 200 children. In sampling procedure I will apply the both probability and non probability procedures in my study in which the stratify random sampling and quota sampling will be applied.

I will use the pragmatism approach to purify the results. In sampling I will select the school children as population and defiantly those children will be selected who used to watch TV or listen Radio or use internet etc.

The sample size for the purpose of data collection that I have selected is, 10 schools will be visited from which 20 students from each schools will be asked to fill questionnaire in this way the total number of population will be of 200 children.

In sampling procedure I will apply the both probability and non probability procedures in my study in which the stratify random sampling and quota sampling will be applied.

Methodology I will personally visit the schools, before the survey I will contact with school principles via telephone using reference of somebody else related with that schools so I can get permission to collect the data. Questionnaire forms will be used as instrument to collect the data from the children and these forms will also be translated in Urdu language so the children can easily understand. During the surveys the teacher will also be asked some question for better understanding the behavior of children. So, the interviews of teacher will be recorded via tape recorder and than these interviews will utilized in purifying the result. Analysis tools: I will use the most efficient and popular software to analyze the data which are explained below. SPSS (quantitative data) QSR NVivo 7 (quantitative data)

I will personally visit the schools, before the survey I will contact with school principles via telephone using reference of somebody else related with that schools so I can get permission to collect the data.

Questionnaire forms will be used as instrument to collect the data from the children and these forms will also be translated in Urdu language so the children can easily understand. During the surveys the teacher will also be asked some question for better understanding the behavior of children. So, the interviews of teacher will be recorded via tape recorder and than these interviews will utilized in purifying the result.

Analysis tools:

I will use the most efficient and popular software to analyze the data which are explained below.

SPSS (quantitative data)

QSR NVivo 7 (quantitative data)

Methodology Data analysis I will use the sequential data analysis procedures in which supported data will be collected before of after the primary dataset. In the first phase quantitative data will be analyzed and in the second phase qualitative data will be analyzed and in the third phase both results will be compared with each other for the final conclusion. Design of the study: My study will use the Convergence model as research design in which both Qualitative and Quantitative data will be analyzed in different procedures and in the end results will be generated with the comparison of the two types of data.

Data analysis

I will use the sequential data analysis procedures in which supported data will be collected before of after the primary dataset. In the first phase quantitative data will be analyzed and in the second phase qualitative data will be analyzed and in the third phase both results will be compared with each other for the final conclusion.

Design of the study:

My study will use the Convergence model as research design in which both Qualitative and Quantitative data will be analyzed in different procedures and in the end results will be generated with the comparison of the two types of data.

Validity and Reliability The study will use different methods to ensure the validity and reliability of data which are listed below. Validity: Face validity: In which I will ask the expert personality to identify if there is any error. Reliability: The reliability of data will be measured with the help of Stability and Consistency of data. Stability will be measured with test-retest method. Consistency will be measured with interterm consistency method.

The study will use different methods to ensure the validity and reliability of data which are listed below.

Validity:

Face validity: In which I will ask the expert personality to identify if there is any error.

Reliability:

The reliability of data will be measured with the help of Stability and Consistency of data.

Stability will be measured with test-retest method.

Consistency will be measured with interterm consistency method.

Issues in Research problem and Purpose: The children will be inquired that the purpose of this study is to avoid them from the bad effects on media which is very beneficial for them. Issues in data collection: Children are not serous in these kind of activities so it is looking difficult fill the form correctly. During the data collection children will be asked to participate if they are willing. I will make it sure to the schools teachers that the privacy and information of all children will be kept in secret After the certain time of period I will delete all data of children in order to avoid from misuse of information. During the questionnaire filling process there would be no pressure on children Ethical Issues

Issues in Research problem and Purpose:

The children will be inquired that the purpose of this study is to avoid them from the bad effects on media which is very beneficial for them.

Issues in data collection:

Children are not serous in these kind of activities so it is looking difficult fill the form correctly.

During the data collection children will be asked to participate if they are willing.

I will make it sure to the schools teachers that the privacy and information of all children will be kept in secret

After the certain time of period I will delete all data of children in order to avoid from misuse of information.

During the questionnaire filling process there would be no pressure on children

References The National Swedish Board for Consumer Policies October 1994 Children Attitude Towards TV Advertisements in Pakistan (Shahbaz, Shabana and Faiz) Leonhardt, David and Kathleen Kerwin (1997), “Hey Kid, Buy This!” Business Week (June 30), 62–67. Wartella, E., and Alexander, A (1979), “The Young child as consumer,” in Children Communication: Media and Development of Thought, Speech, and Understanding E.Wartella, ed.Beverl Hills,CA:Sage Publications.

The National Swedish Board for Consumer Policies October 1994

Children Attitude Towards TV Advertisements in Pakistan (Shahbaz, Shabana and Faiz)

Leonhardt, David and Kathleen Kerwin (1997), “Hey Kid, Buy This!” Business Week (June 30), 62–67.

Wartella, E., and Alexander, A (1979), “The Young child as consumer,” in Children Communication: Media and Development of Thought, Speech, and Understanding E.Wartella, ed.Beverl Hills,CA:Sage Publications.

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