CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Television is incorporated within the child‟s experience as it becomes part of the

child‟s inner world.

In discussing about television and evolutional development of T.V some one may

wonder how television affects a child of ten to eighteen year. But it is apparent that the young

child is dominated by this TV. Children learn to read pictures they understand. In the watching of

television all the children see in “reality” and events do not follow the social order of the story.

It is by observation of social relationship and by minor reflections of self that the child is

socialized. Dumped mostly prematurely into the twentieth century it is hardly surprising that the

child still relies on what he see as the deception of reality.

As we accept that television and advertising affects the children‟s linearity in thought

starting with the onset prints since the young child is exclusively concerned with here and now

of the present which is sufficient by demanding of his intelligence.

Advertising through television presents awesome advantages they always make sure that

through television advertising each person‟s idea viewpoints and services are given equitable

space to express veritable information about their products for the wellbeing of the society in

general.

There are some advertisements of some products which are not good for the seeing of

children. In this study we will be looking at one of the products:

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Gold Circle:

Gold Circle “Condom” is manufactured in Nigeria for population services and packed in

Nigeria by the society for family health. Thrown into the mix is the crackdown on condom

advertisers by the Advertisement body charge with vetting and approving advertisement.

They are worried that advertising condoms could promote promiscuity. APCON had

tightened the screw with new requirements that condom advertisement may not be aired on

children‟s programme before 8pm on television or displayed on billboard.

HIV/AIDS activists argued that the measure is counterproductive to the success achieved

in promoting the use of condoms insisting that a large number of young people are finding it

difficult to abstain from sex. Advertisement of condom (Gold Circle) should not be aired on

children‟s programmes as this would affect the mental development of children the

advertisement should be aired at about 10pm in the late light.

1.2 Statement Of the Problem.

The general purpose of advertising is to create awareness and educate consumers on the

existing product‟s promotion in television and also new products.This pre-supposes that

advertisement is effect because people see how the product is advertised on television. Most kids

play into the world of television long before they enter school.NTA-Enugu is an existing and

prominent television station in the East and applied the use of advertisement to sell out product

and services.The question this study tends to resolve is how has advertising and advertisement

impacted the mental development of children?

1.3 Objectives of the Study

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The objectives of the study were:

1. To ascertain the influence of television advertisement on children.

2. To find out if children are guided when watching television.

3. To find out some anti-social behaviors children copy when exposed to television

advertisements.

1.4 Research Questions

The study had the following research questions.

1. To what extent are children influenced by television advertisements?

2. To what extent are children guided when watching television?

3. What anti social behaviours do children copy when exposed to advertisements?

1.5 Research Hypotheses

The following research questions were relevant to this study.

H1: Television Advertisements influences the mental development of children negatively.

H2: The television rights of children are not protected on TV watching.

1.6 SIGNIFICANCE OF THE STUDY

The study looked at the effect of television Advertisement on the mental development of

children in many ways; countries present how children learn from television advertisement. In a

nation like Nigeria efforts have to be put in place for effective growth and development.

Therefore this study is necessary in other to have a better understanding of this media of

communication as television on how it influences impacts and affects out behaviors mostly on

children and also to eradicate the ignorance that is common with administrators.

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1.7 Scope Of the Study.

The study of television advertisement on children is a topic that concern the moral

development of children. The research is de-limited to a product which is not very suitable for

the seeing of the children.

1.8 Definition of Terms

Operational definitions of the terms were used

Influence:

Influence is defined as an element believed to determine someone‟s character or

individual tendencies or the ability to change the development of fluctuating things such as

behaviours.

Advertising:

Advertising can be defined as a form of paid public announcement intended to promote

the sale of a product or service to bring out some other effect desired by the advertising agency

or is a form of communication through such diverse media as posters billboards newspapers

magazines radio etc.

Mental Development: It is basically the construction of mind activity such as thought process

memory problem solving and decision making as well as over all intelligence.

Television:

Television is a system of transmitting and reviewing of images over a great distance

which means seeing at a distance it contains both sound and visuals.

Children:

A child can be described as a young human being boy or girl newborn who has not

reached the age of discretion.

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We talk about a child‟s upbringing for his home of today does not go together with

counseling from parents that could lead the child to end up in a hard way. However the child is a

gift from God and parents are but caretakers.

Cultural factor:

The cultural background of the child also determines their intellectual growth.

Genetic Inheritance

Children can inherit quite a number of behaviours from parents for example intelligence

can be inherited so also gentleness meekness etc.

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