The effects of television advertisements on adolescents: An exploratory study

Pages: 887-889
Sapna Lal and Manju Kanwar Rathore (Department of Human Development and Family Studies, College of Home Science, Swami Keshwanand Rajasthan Agricultural University, Bikaner, Rajasthan)

Television advertisements prove to be the most effective form of promotion of goods and services. Advertisers have captured advanced communication systems and are rushing to get an access to adolescent consumers by approaching to every possible communication means available in the modern society. A television advertisement or television commercial is a span of television programming produced and paid for by an organization that conveys a message. Advertisement industry usually target the adolescents viewers as they are key the consumers and get easily influenced by captivating advertisements. The study was conducted in colleges of Delhi. A sample of 60 students (male & female) both was taken of age group 17 to 19 years. Exploratory research method used to study and data have been analysed both quantitatively and qualitatively. The results revealed that television advertisement has a positive influence on adolescence boys and girls helps them in their further development of understanding, rationalise and interpretation of different advertising messages. The finding should assist the educators how television advertisements influence adolescence television viewing preferences and helps them to construct the messages.