Author(s): Shilpa S., Shifana Poomadathil, Mohamed Shadil P., Anittamol Xavier, Harshamol P., Hareena P. V., Asritha S., Hima E. K., Jais Jo

Email(s): shilpashine9@gmail.com

DOI: 10.5958/2454-2652.2021.00017.2   

Address: Shilpa S.1, Shifana Poomadathil2, Mohamed Shadil P.2, Anittamol Xavier2, Harshamol P.2, Hareena P. V.2, Asritha S.2, Hima E. K.2, Jais Jo2
1Lecturer, Almas College of Nursing, Kottakkal Kanjirapally Rd, Valiyaparambu, Kerala 676503.
2Third Year B. Sc. Nursing Students, Almas College of Nursing, Kottakkal Kanjirapally Rd, Valiyaparambu, Kerala 676503.
*Corresponding Author

Published In:   Volume - 9,      Issue - 1,     Year - 2021


ABSTRACT:
A quantitative approach, non-experimental descriptive exploratory research designwas used for the study. 30 samples from selected anganwadies of Ponmala panchayath were selected by non- probability purposive sampling technique. Socio demographic data were assessed using socio-demographic performa, effect of selected television advertisement using video assisted checklist and extent of imitation using 5 point Likert scale. Data were analysed and interpreted by descriptive and inferential statistics. Data collection tools included were socio demographic Performa, video assisted checklist and 5 point Likert scale. Results and conclusion: The analysis revealed that, 73.33% of the participants exhibited strong imitating behaviour and 26.67% exhibited moderate imitation behaviour. There is a significant association between the type of character portrayed in the advertisement and extent of imitation behaviour. The present study concluded that there is a significant effect of television advertising on modeling behaviour among preschoolers.


Cite this article:
Shilpa S., Shifana Poomadathil, Mohamed Shadil P., Anittamol Xavier, Harshamol P., Hareena P. V., Asritha S., Hima E. K., Jais Jo. Effect of selected television advertisements on modeling behaviour among Preschoolers. Int. J. of Advances in Nur. Management. 2021; 9(1):62-67. doi: 10.5958/2454-2652.2021.00017.2


REFERENCE:
1.    Professor Peter Jonas, Cambridge University on “People don’t become adults until their 30s”. Available at https:// www.psychiatry.com.ac.uk/blog/2019/03/21/
2.    Ali hassan, Muhammad Daniyal, Islamia University of Bahawalpur, PAKISTAN, Impact of television programs and advertisements on school going adolescents: a case study of Bahawalpur city, Pakistan, Bulgarian Journal of Science and Education Policy (BJSEP), Volume 7, Number 1, 2013.
3.    Moor, E. S, Lutz, R. J (1 January 2000) Children advertising and product experience; a multi method enquiry: Journal of consumer research, volume 27, issue 1 June 2000, pages 31-48. Available at https://doi.org/10.1086/314307.
4.    Dilogini. K and Shilvany. S. University of Jaffna, Sri Lanka- Television advertisement and children’s behaviour- Parent's experience base study in the post war context. Global journal of management and research E marketing. Vol 15, Issue 4, version 1.0, year 2013.
5.    D. Balfour Jeffrey, Robert W. McLellarn and Daniel T. Fox, the development of children's eating habits. The role of television commercial SAGE Journal, vol 9, No 2/3 special issue: children health and beliefs and health behaviour. (summer/fall 1982) pageno:78-93.

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