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A Comparative Analysis of Television Food Advertisements Aimed at Adults and Children in India T. Vijayapushpam,Mekam Maheshwar*,D.Raghunatha Rao Senior Scientists, Division of Extension & Training National Institute of Nutrition (Indian Council of Medical Research) Jamai-Osmania P.O., Hyderabad-500 007, Telangana State, INDIA

INTRODUCTION

Advertisement is one of the effective tools of integrated marketing communication to emotionally motivate consumers to buy the products . Content analyses of food advertisements reveal that most Television (TV)ads are for food items of minimal nutritional value . It also has strong linkage with entertainment and the proliferation of media has blurred the distinguishing lines between advertisements and entertainment. To affect dietary change it is important to understand factors that influence food purchasing behavior of consumer.

Despite the growing strength of social networks, television advertising is still the most influential medium in people’s purchase decisions. A report from the Television Bureau of Advertising and Knowledge Networks Inc reveals that 37 percent of television viewers make purchase decisions after watching advertisements on television compared to 7 percent for social networks. Impact and persuasion are two factors for a successful TV commercial that arouses viewer interest immediately and remains memorable. Television advertisements demonstrate their influence in a variety of ways.

MATERIALS AND METHOD

Television Rating Points (TRP) were used to select four television channels for this study. Accordingly, four most popular commercial channels were selected. Of which two channels, Cartoon Network and Disney were meant for children and two belongs to mainstreami.e.,STAR plus and Gemini channels.

‘Cartoon Network’ is the first kids channel in India available on all major satellite and cable television providers. Specifically for South Asian region, this channel primarily airs animated shows in...