A comparative Study about the Negative Impact of Television Advertising on Nepalese Children: Gender Perspective

1. A Comparative Study About the
Negative Impact of Television
Advertising on Nepalese Children:
Gender Perspective
Dr. Gopal Thapa
Tribhuvan University
Nepal Commerce Campus
thapazee@gmail.com

2. Statement of Problem
• Do children try to copy the ads?
• Is TV ads responsible for negative behavior of
children?
• Is there parent-child conflicts in the family due to
television advertising?
• Is there any relationship between advertising and
adverse education of children?
• Do children insist on buying advertised product?
• Does TV ad affect vision power of children?
• Is there any relationship between television and eating
habit of children?

3. Objectives of the Study
• To examine the negative impact of television
advertising on Nepalese children
• To compare the perception of male and female
regarding negative impact of television
advertising on Nepalese children

4. Methodology
• Research based on market survey
• 500 closed ended questionnaires were
distributed to urban educated people of
Kathmandu Valley
• 470 questionnaires returned and usable
• Response rate94%
• Reliability statistics: Alpha value 0.872
• Questionnaire was based on 5 point likert scale

5. Methodology
• Chi square test was used by SPSS 18 version
• Strongly agree and agree are grouped into Yes
and disagree and strongly disagree are grouped
into No

6. Children try to copy the
advertisements

7. Children try to copy the
advertisements
Opinion
Frequency Percent Valid Percent Cumulative Percent
No 33 7.0 7.0 7.0
Neutral 81 17.2 17.2 24.3
Yes 356 75.7 75.7 100.0
Total 470 100.0 100.0
Pearson Chi-Square Value =3 87.783 , df = 2 , P Value = 0.000

8. Children try to copy the
advertisements
Gender
Children try to copy the advertisements
Total
significant
difference
No % Neutral % Yes %
Male 26
10.78
45
18.67
170
70.53
241
Female 7
3.05
36
15.72
186
81.22
229
Total 33
7.02
81
17.23
356
75.74
470
Pearson Chi-square Value = 12.360, df = 2, P Value = 0.002

9. Advertisements and negative
behavior of your children

10. Advertisements impact negatively to
behavior of your children
Advertisements impact negatively to behavior of your children
Frequency Percent Valid Percent Cumulative Percent
No 122 26.0 26.0 26.0
Neutral 213 45.3 45.4 71.4
Yes 134 28.5 28.6 100.0
Total 469 99.8 100.0
Missing System 1 .2
Total 470 100.0
Pearson Chi-Square Value =31.271 , df = 2 , P Value = 0.000

11. Advertisements impact negatively to
behavior of your children
Gender
Advertisements impact negatively to behavior of your children
TotalNo % Neutral % Yes %
Male 83 34.58 90 37.5 67 27.91 240
Female 39 17.03 123 53.51 67 29.25 229
Total 122 26.01 213 45.41 134 28.57 469
Pearson Chi-square Value = 20.735, df = 2, P Value = 0.000 Significant difference

12. There is parent-child conflict due to
TV ads

13. There is parent-child conflict due to
TV ads
There is parent-child conflict due to TV ads
Frequency Percent Valid Percent Cumulative Percent
No 112 23.8 23.9 23.9
Neutral 105 22.3 22.4 46.3
Yes 252 53.6 53.7 100.0
Total 469 99.8 100.0
Pearson Chi-Square Value=87.970 , df =2 , P Value = 0.000

14. There is parent-child conflict due to
TV ads
Gender
There is parent-child conflict due to TV ads
Total
Total
%No % Neutral % Yes %
Male 73 30.41 48 20 119 49.58 240 51.17
Female 39 17.03 57 24.89 133 58.07 229 48.83
Total 112 23.88 105 22.38 252 53.73 469 100
Pearson Chi-square Value = 11.619, df = 2, P Value = 0.003

15. Advertisements Influence Children's
Education Adversely

16. Advertisements Influence Children's
Education Adversely
Frequency Percent Valid Percent Cumulative Percent
No 128 27.2 27.3 27.3
Neutral 126 26.8 26.9 54.2
Yes 215 45.7 45.8 100.0
Total 469 99.8 100.0
Missing System 1 .2
Total 470 100.0
Pearson Chi-Square Value =33.036 , df =2 , P Value = 0.000

17. Advertisements Influence Children's
Education Adversely
Gender
Advertisements influence children's education adversely
Total
Total
%No % Neutral % Yes %
Male 74 30.83 59 24.58 107 44.58 240 51.17
Female 54 23.58 67 29.25 108 47.16 229 48.83
Total 128 27.29 126 26.86 215 45.84 469
100
Pearson Chi-square Value = 3.381, df = 2, P Value = 0.184

18. Children insist on buying advertised
products

19. Children insist on buying advertised
products
Frequency Percent Valid Percent
Cumulative
Percent
No 37 7.9 7.9 7.9
Neutral 39 8.3 8.3 16.2
Yes 393 83.6 83.8 100.0
Total 469 99.8 100.0
Missing System 1 .2
Total 470 100.0
Pearson Chi-Square Value = , df 537.433 = 2 , P Value = 0.000

20. Children insist on buying advertised
products
Gender
Children insist on buying advertised products
Total
Total
%No % Neutral % Yes %
Male 30 81.08 23 58.97 187 47.58 240 51.17
Female 7 18.92 16 41.03 206 52.42 229 48.83
Total 37 7.88 39 8.31 393 83.79 469 100
Pearson Chi-square Value = 16.223, df = 2, P Value = 0.000

21. TV ads affect vision power of children

22. TV ads affect vision power of children
Frequenc
y Percent Valid Percent Cumulative Percent
No 81 17.2 17.2 17.2
Neutral 84 17.9 17.9 35.1
Yes 305 64.9 64.9 100.0
Total 470 100.0 100.0
Pearson Chi-Square Value = 210.694, df = 2 , P Value = 0.000

23. TV ads affect vision power of children
Gender
TV ads affect vision power of children
Total
Total
%No % Neutral % Yes %
Male 49 20.33 41 17.01 151 62.65 241 51.28
Female 32 13.97 43 18.77 154 67.24 229 48.72
Total 81 17.23 84 17.87 305 64.89 470
100
Pearson Chi-square Value = 3.341, df = 2, P Value = 0.188

24. Children prefer to watch TV while
eating

25. Children prefer to watch TV while
eating
Frequency Percent Valid Percent Cumulative Percent
Negative 25 5.3 5.3 5.3
Neutral 48 10.2 10.2 15.5
Positive 397 84.5 84.5 100.0
Total 470 100.0 100.0
Pearson Chi-Square Value= 554.711, df = 10 , P Value = 0.000

26. Children prefer to watch TV while
eating
Gender
Children prefer to watch TV while eating
Total
Total
%No % Neutral % Yes %
Male 18 7.46 33 13.69 190 78.83 241 51.28
Female 7 3.56 15 6.55 207 90.39 229 48.72
Total 25 5.32 48 10.21 397 84.47 470
100
Chi-square Value = 12.019, df = 2, P Value = 0.002 Significant difference

27. Major Findings
• Majority of the respondents (75.7%) agreed that
Children try to copy the advertisements
• There is significant difference about the
perception of male and female regarding the
statement that children try to copy the ads.
• There is association between advertising and
negative behavior of children.
• There is significant difference about the
perception of male and female regarding
advertising and negative behavior of children.

28. Major Findings
• There is association between advertising and
parent child conflicts.
• There is significant difference about the
perception of male and female regarding
advertising and parent child conflicts
• There is association between advertising
children’s adverse education.
• There is no significant difference about the
perception of male and female regarding
advertising and children’s adverse education.
• .

29. Major Findings
• There is association between advertising
children’s insisting behavior on purchase.
• There is significant difference about the
perception of male and female regarding
advertising and children insist buying
products.

30. Major Findings
• There is association between advertising and
vision power of children.
• There is no significant difference about the
perception of male and female regarding
advertising and vision power of children.
• There is association between advertising and
watching TV by children.
• There is significant difference about the
perception of male and female regarding
watching television while eating.

31. Conclusion
• Negative perception towards the impact of
television advertising on Nepalese children by
female is higher than male.

32. Application
• To minimize the negative perception towards
the impact of advertising , Marketer ,
government and media should reformulate
their message and media strategy to increase
the effectiveness of advertising and children
related policy and program

33. Thank you