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.
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