EXPOSURE TO TELEVISION ADVERTISEMENT AND PRODUCT PREFERENCE AMONGST PRIMARY SCHOOL PUPILS: A STUDY OF COWBELL TELEVISION ADVERTISEMENT

CHAPTER ONE

1.0 INTRODUCTION

1.1 BACKGROUND TO THE STUDY

Exposure to television (TV) programme can influence children not only cognitively but also behaviourally. Most researches have focused on the extent to which children are persuaded by advertisement studies on the impact of advertisement on children’s behaviour indicates that TV plays an important role in the selection of the advertisement products by children.

Furthermore, TV advertisement can create misconceptions among children about nutritional values of foods and how to maintain good health. A survey on 450 students aged 7 to 12 years old was carried out to determine how the TV commercials would affect children choice of food in fars province of Iran.

Findings showed more than 80% of advertisements had been related to food products. The most frequently advertised food products consisted of fat and salty snacks and different types of beverages and juices.

In Nigeria for example, primary school pupils are ardent viewers or audience of the television. They are usually attracted to TV commercials relating to food and beverages of which Cowbell Milk is in forms. Cowell milk is a household named in Nigeria Adverts on television now and in times past on cowbell milk have really gone a long way in dominating the minds and desires of primary school pupils. Children by nature are easily captivated by exposure to the television screen, let alone the advertisements of food and beverages products which they can safely consume.

Furthermore, a negative and high correlations was found to exist between mother’s educational level and students influence by TV advertising for brand preference and choices, food purchases and intake. Current study suggested some modifications to the legislation on TV advertisements and recommended broadcasting of healthy nutritional messages.

According to Zywicki (2004), nowadays children are spending more time watching TV and consequently, they are viewing more commercials. As several researchers argue (Hesketch; 2006); (Almone, 2006; Groat, 2009). In the United States more time is spend on watching TV by children than on doing any other daily activity except sleeping, and in a same line, an adolescent spends more time watching TV each year than going to school (Clancy, 2002; Heller, 2011). Although, there is not a general consensus on the impact of commercials on children and adolescents.

As story and French (2004) assert, there is an extensive body of research to show that food marketing influences children’s food preferences, short- and- long term dietary consumption as well as purchases requests. It is based on the above that the researcher has deemed it fit to carry out a study on “exposure to television advertisement and product preferences amongst primary school pupils in Delta State with focus on Cowbell milk.

1.2 STATEMENT OF THE PROBLEM

It has been observed that there is an increase or upsurge in the attitude of primary school pupils towards product preference. Many factors may have necessitated this. On of such problems is the intermittent exposure to television adverts of all sorts most especially those dealing with foods and beverages.

Another problems is that this attitude leads that children to consume both wanted and unhealthy food. For instance, it leads some of them to engage in eating foods full of calories thereby leaving them obsessed. And at the end getting less nutritional value.

One other problem is lack of positive media awareness. The media knows that some of these advertised products or brands are dangerous and harmful to the built and weight of the children, yet do not play down on their consumption. They should have at least told the public the dangers or health hazards involved in the consumption of such calories filled foods.

1.3 RATIONAL OF THE STUDY

This study will assist in finding out the following:

i. If pupils are negatively or positively influenced by the exposure to television adverts.

ii. Whether their exposure to television advertisement affects their sense of product preference.

iii. Whether TV commercials create in them misconceptions about nutritional values of food and how to maintain good health.

iv. If the frequency of Cowbell milk advertisement influence pupils attitude favourably towards its consumption.

1.4 RESEARCH QUESTIONS

The following research questions will be answered at the end of the study:

i. Are you negatively or positively influenced by exposure to television advertisement?

ii. How does the exposure to television affect your sense of product preference?

iii. What kind of information does TV commercials create in you about nutritional values of food?

iv. Are you influenced favourably by the frequency of Cowbell milk advertisement and the consumption?

1.5 SCOPE OF THE STUDY

This study covers cowbell milk. Cowbell milk is a product of promasidor. The promasidor brand was founded in 1979 by Robert Rose. It started operations in Nigeria in 1993. The head office is located at plot 3A and B cowbell Way Isolo Industrial Estate, Oshodi – Isolo, Lagos.

1.6 SIGNIFICANCE OF THE STUDY

This study is significant because of the following reasons. The first reason is that it will enable pupils know the importance of knowing the nutritional content of whatever they consume. This will help the avoid foods and other items of food that can pose as a challenge to their health.

The study will help to investigate the exposure  of children to TV food advertisements and the impact on their food choice, food preferences and food intake or purchase requests.

This study will also help advertisers or practitioners know how they are to fashion their adverts to reflect the true picture of the foods and beverage they advertise. This will go a long way in informing pupils and the public on the nutritional values of what they consume and how to make them know the choice of what to consume.

The study again will help to government make laws that will guide advert practitioners on how to make their advert messages match the nutritional value of their products.

1.7 DEFINITION OF TERMS

Below are the meanings of some of the key words used for this study.

i. Advertisement: This is a commercial solicitation designed to sell some commodity, service or someone.

ii. Children: More than ones son or daughter. Another word for children is offspring.

iii. Choice: This is an option for a devision or an opportunity to choose or select something.

iv. Food: Food any substance that is eaten or consumed by living organisms in order to sustain life.

v. Television: This is an electronic communication media that allows the transmission of real-time visual images, and often sound.

Buyers has the right to create dispute within seven (7) days of purchase for 100% refund request when you experience issue with the file received. 

Dispute can only be created when you receive a corrupt file, a wrong file or irregularities in the table of contents and content of the file you received. 

ProjectShelve.com shall either provide the appropriate file within 48hrs or send refund excluding your bank transaction charges. Term and Conditions are applied.

Buyers are expected to confirm that the material you are paying for is available on our website ProjectShelve.com and you have selected the right material, you have also gone through the preliminary pages and it interests you before payment. DO NOT MAKE BANK PAYMENT IF YOUR TOPIC IS NOT ON THE WEBSITE.

In case of payment for a material not available on ProjectShelve.com, the management of ProjectShelve.com has the right to keep your money until you send a topic that is available on our website within 48 hours.

You cannot change topic after receiving material of the topic you ordered and paid for.