Effect of selected television advertisements on modeling behaviour among Preschoolers
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 E-mail: shilpashine9@gmail.com
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.
KEYWORDS: Extent of imitation, selected television advertisement and preschoolers.
INTRODUCTION:
Children do not think of difference amongst themselves. To have a definition of when you move from childhood to adulthood looks increasingly absurd, it is a much nuanced transition that place over three years (Professor Peter Jones, Cambridge University)1. The children in America spend almost 28 hours (on the average) per week in watching television (UNESCO's statement, 26th July 2000)2. Studies estimate that children are exposed to as many as 20,000commercials on a single year. (Moor, E.S.; Lutz, R.J (1 January 2000))3.
The characters portrayed in the TV advertisement are persuading in nature and they have a tremendous effect in modifying the thought process. This effect causes the child to show modeling towards those characters. Children can easily identify the advertising characters that appeared to be similar in age and lifestyle (Kinsey, 1987)4. The children attend to television programmes and commercials at very high rate and there were clear effect on the cognitive developmental process 5.
STATEMENT OF PROBLEM:
A study to assess the effect of selected television advertisements on modeling behaviour among preschoolers of selected anganwadis in Ponmala panchayat.
OBJECTIVES:
· To assess the effect of selected television advertisements on modeling behaviour among preschool children.
· To associate the effect of selected television advertisements on modeling behaviour among preschoolers with selected socio demographic variable.
· To plan and conduct a health teaching program to parents on wise use of television advertisement among preschoolers.
ASSUMPTIONS:
· Television advertisements have greater influence on preschoolers.
· The preschoolers have the tendency to imitate the ideas conveying through television advertisement.
· The magnitude of television advertisement varies from child to child.
METHODOLOGY:
A quantitative non-experimental descriptive exploratory research design was chosen for the study. The sample comprised of 30 preschoolers belonging to selected anganwadis in Ponmala Panchayath, Kerala, India. Non probability purposive sampling technique was used for the study. After taking the consent, socio-demographic data were assessed using socio demographic perfoma, effect of selected television advertisement using video assisted checklist and extent of imitation using 5 point Likert scale
ANALYSIS AND INTERPRETATION:
Section Ⅰ: Distribution of demographic characteristics of preschoolers
Table 1: Frequency and percentage distribution of preschoolers based on age (in years), gender, type of family and income of family (in rupees), Type of television advertisements child likes, Type of advertisement child attracted to, Violent behaviour exhibit, Good behaviour exhibit, Type of advertisement character child likes and Imitation (n=30)
|
Variable |
Category |
Frequency(f) |
Percentage (%) |
|
Age (in years) |
a. 3-3.5 years |
8 |
26.67 |
|
b. 3.5-4 years |
11 |
36.67 |
|
|
c. 4-4.5 years |
9 |
30.00 |
|
|
d. 4.5-5 years |
2 |
6.66 |
|
|
Gender |
a. Male |
15 |
50.00 |
|
b. Female |
15 |
50.00 |
|
|
Type of family |
a. Joint |
10 |
33.33 |
|
b. Extended |
1 |
3.33 |
|
|
c. Nuclear |
19 |
63.34 |
|
|
Income of family (In Rs.) |
a. <5000 |
3 |
10 |
|
b. 5001-10000 |
17 |
56.66 |
|
|
c. 10001-20000 |
8 |
26.67 |
|
|
d. 20000 and above |
2 |
6.67 |
|
|
Type of television Advertisements Child likes. |
a. Food advertisements |
|
|
|
-Chocolate advertisements |
8 |
26.67 |
|
|
-Biscuit advertisements |
9 |
30.00 |
|
|
b. school accessories |
|
|
|
|
-Bag advertisements |
8 |
26.67 |
|
|
-Shoe advertisements |
1 |
3.33 |
|
|
Others, if any specify |
1 |
3.33 |
|
|
c. soap advertisements |
|
|
|
|
-Bathing soaps |
2 |
6.67 |
|
|
-Hand washing liquid |
1 |
3.33 |
|
|
Type of advertisement child attracted to |
a. Musical advertisement |
3 |
10 |
|
b. Animation advertisements |
24 |
80 |
|
|
c. Colourful advertisements |
3 |
10 |
|
|
Violent behaviour exhibit |
a. Jumping |
2 |
6.67 |
|
b. Fighting |
13 |
43.33 |
|
|
c. Throwing objects |
9 |
30 |
|
|
d. Climbing heights |
1 |
3.33 |
|
|
e. Nothing |
5 |
16.67 |
|
|
Good behaviour Exhibit |
a. Helping in daily chores |
16 |
53.33 |
|
b. Sharing with peers |
11 |
36.67 |
|
|
c. Hand washing |
2 |
6.67 |
|
|
d. Others, if any specify |
1 |
3.33 |
|
|
Type of advertisement character child like |
a. Child characters |
6 |
20 |
|
b. Animation characters |
18 |
60 |
|
|
c. Animal characters |
6 |
20 |
|
|
Imitation |
d. Yes |
30 |
100 |
(n=30)
Figure 3: Frequency and distribution of preschoolers based on number of siblings.
Figure 3 reveals that the majority of the preschoolers had only one sibling holding a percentage of 46.67, 40% of the preschool children have two siblings and 10% of the preschool children has 3 siblings, 3.33% of the study participants are single child with no siblings.
(n=30)
Figure 4: Frequency and percentage distribution of preschoolers based on the hours spend on television.
Figure 4 reveals that the majority of the study participants spend on television for 0-3 hours holding 93.33% and 6.67% of children spend on television for 3-6 hours.
Section Ⅱ: Assessment of the effect of selected television advertisements modeling behaviour among preschoolers.
Table 2: Frequency and percentage distribution of preschoolers based on the effect of selected television advertisements on modeling behaviour using video assisted checklistand extent of modeling behaviour using 5 point Likert scale. (n=30)
|
Variable |
Category |
Frequency(f) |
Percentage (%) |
|
Effect of selected television advertisements on Modeling behaviour using video assisted checklist. |
Pre exposure |
||
|
Very mild imitating |
11 |
36.67 |
|
|
No effect |
19 |
63.33 |
|
|
Post exposure |
|||
|
Strongly imitating |
7 |
23.33 |
|
|
Moderately imitating |
20 |
66.67 |
|
|
Mild imitating |
3 |
10 |
|
|
Extent of modeling behaviour using 5 point Likert scale. |
Strongly imitating |
22 |
73.33 |
|
Moderately imitating |
8 |
26.67 |
|
Section Ⅲ: Association between the effects of selected television advertisements on modeling behaviour among preschoolers with selected socio demographic variables by using video assisted checklist.
Table 3: Association between the effect of selected television advertisements on modeling behaviour among preschoolers with with selected socio demographic variables. Pre exposure (n=30)
|
Variable |
Category |
df |
Chisquare |
Pvalue |
|
|
Very mild |
No effect |
|
|
|
|
|
Age |
|
|
|
|
|
|
3-3.5 years |
3 |
5 |
1 |
0.134 |
0.714 |
|
3.5-4 years |
4 |
7 |
|||
|
4-4.5 years |
3 |
6 |
|||
|
4.5-5 years |
1 |
1 |
|||
|
Gender |
|
|
|
|
|
|
male |
3 |
12 |
1 |
2.296 |
0.129 |
|
female |
8 |
7 |
|||
|
Type of family |
|
|
|
|
|
|
Jointed |
6 |
4 |
1 |
1.329 |
0.248 |
|
extented |
0 |
1 |
|||
|
Nuclear |
5 |
14 |
|||
|
Income of family |
|
|
|
|
|
|
<5000 |
1 |
2 |
1 |
0.344 |
0.557 |
|
5000-10,000 |
8 |
9 |
|||
|
10,000-20,000 |
2 |
6 |
|||
|
20,000 and above |
0 |
2 |
|||
|
Number of siblings |
|
|
|
|
|
|
1 |
6 |
8 |
1 |
0.516 |
0.472 |
|
2 |
4 |
8 |
|||
|
3 |
0 |
3 |
|||
|
0 |
1 |
0 |
|||
|
Hours spend on television |
|
|
|
|
|
|
0-3 hour |
11 |
17 |
1 |
0.125 |
0.723 |
|
3-6 hour |
0 |
2 |
|||
|
Type of advertisements child likes |
|
|
|
|
|
|
a) Food advertisements |
|
|
1 |
0.937
|
0.33 |
|
-Chocolateadvertisements |
4 |
4 |
|||
|
-Biscuit advertisements |
4 |
5 |
|||
|
b) School accessories |
|
|
|||
|
-Bag advertisements |
2 |
6 |
|||
|
-Shoe advertisements |
|
1 |
|||
|
Type of advertisements child attracted to |
|
|
|
|
|
|
Musical |
1 |
2 |
1 |
0.255 |
0.613 |
|
Animation |
9 |
15 |
|||
|
Colourful |
1 |
2 |
|||
|
Violent behaviour exhibit |
|
|
|
|
|
|
Jumping |
0 |
2 |
1 |
0.00 |
|
|
Fighting |
5 |
8 |
|||
|
Throwing objects |
4 |
5 |
|||
|
climbing heights |
1 |
0 |
|||
|
Nothing |
1 |
4 |
|||
|
Good behaviour exhibit |
|
|
|
|
|
|
Helping indaily chores |
4 |
12 |
1 |
1.025 |
0.311 |
|
Sharing with peers |
5 |
6 |
|||
|
Hand washing |
1 |
1 |
|||
|
Others, if any specify |
1 |
0 |
|||
|
Type of advertisement characters child likes |
|
|
|
|
|
|
Child character |
3 |
3 |
1 |
0.807 |
0.369 |
|
Animationcharacters |
7 |
11 |
|||
|
Animalcharacters |
1 |
5 |
|||
Table 3 reveals thatthere is no significant association between the effect of selected television advertisements on modeling behaviour among preschoolers with the selected socio demographic variables such as age and gender of the child, type and income of family, number of siblings, hours spend on television, type of advertisements child likes, type of advertisements child attracted to, violent behavior, good behaviour exhibited, type of advertisement characters child likes.
Table 4: Association between the effect of selected television advertisements on modeling behaviour among preschoolers with with selected socio demographic variables. Post exposure (n=30)
|
Variable |
Category |
df |
Chisquare |
Pvalue |
||||
|
Strong |
Moderate |
Mild |
Very mild |
No effect |
||||
|
Age |
|
|
|
|
|
|
|
|
|
3-3.5 years |
1 |
7 |
0 |
|
|
1 |
0.255 |
0.6135 |
|
3.5-4 years |
2 |
8 |
1 |
|
|
|||
|
4-4.5 years |
3 |
4 |
2 |
|
|
|||
|
4.5-5 years |
1 |
1 |
0 |
|
|
|||
|
Gender |
|
|
|
|
|
|
|
|
|
Male |
2 |
12 |
1 |
|
|
1 |
0.0016 |
0.968 |
|
Female |
5 |
8 |
2 |
|
|
|||
|
Type of family |
|
|
|
|
|
|
|
|
|
Jointed |
4 |
5 |
1 |
|
|
1 |
0.334 |
0.563 |
|
Extented |
0 |
1 |
0 |
|
|
|
|
|
|
Nuclear |
3 |
14 |
2 |
|
|
|||
|
Income of family |
|
|
|
|
|
|
|
|
|
<5000 |
1 |
2 |
0 |
|
|
1 |
0.416 |
0.518 |
|
5000-10,000 |
4 |
11 |
2 |
|
|
|||
|
10,000-20,000 |
2 |
6 |
0 |
|
|
|||
|
20,000 and above |
0 |
1 |
1 |
|
|
|||
|
Number of siblings |
|
|
|
|
|
|
|
|
|
1 |
4 |
10 |
0 |
|
|
1 |
0.4112 |
0.521 |
|
2 |
3 |
7 |
2 |
|
|
|||
|
3 |
0 |
2 |
1 |
|
|
|||
|
0 |
0 |
1 |
0 |
|
|
|||
|
Hours spend on television |
|
|
|
|
|
|
|
|
|
0-3 hour |
7 |
18 |
3 |
|
|
1 |
1.397 |
0.237 |
|
3-6 hour |
0 |
2 |
0 |
|
|
|||
|
Type of advertisements child likes |
|
|
|
|
|
|
|
|
|
a) Food advertisements |
|
|
|
|
|
1 |
0.165 |
0.684 |
|
Chocolateadvertisements |
1 |
6 |
1 |
|
|
|||
|
Biscuitsadvertisements |
2 |
6 |
1 |
|
|
|||
|
b) School accessories |
|
|
|
|
|
|||
|
Bag advertisements |
2 |
6 |
|
|
|
|||
|
Shoe advertisements |
0 |
1 |
|
|
|
|||
|
Others, if any specify |
0 |
1 |
|
|
|
|||
|
c)Soaps and detergents |
|
|
|
|
|
|||
|
Bathing soap |
1 |
0 |
1 |
|
|
|||
|
Hand washing liquid |
1 |
|
|
|
|
|||
|
Type of advertisements child attracted to |
|
|
|
|
|
|
|
|
|
Musical |
2 |
2 |
0 |
|
|
1 |
0.496 |
0.481 |
|
Animation |
5 |
16 |
2 |
|
|
|||
|
Colourful |
0 |
2 |
1 |
|
|
|||
|
Violent behaviour exhibit |
|
|
|
|
|
|
|
|
|
Jumping |
|
2 |
|
|
|
1 |
0.00082 |
0.977 |
|
Fighting |
3 |
10 |
|
|
|
|||
|
Throwing objects |
3 |
9 |
2 |
|
|
|||
|
climbing heights |
1 |
|
|
|
|
|||
|
Others, if any specify |
|
4 |
1 |
|
|
|||
|
Nothing |
|
|
|
1 |
4 |
|||
|
Good behaviour exhibit |
|
|
|
|
|
|
|
|
|
Helping indaily chores |
2 |
11 |
3 |
|
|
1 |
1.138 |
0.286 |
|
Sharing with peers |
2 |
9 |
|
|
|
|||
|
Hand washing |
2 |
|
|
|
|
|||
|
Trying to wash clothes |
|
|
|
|
|
|||
|
Others, if any specify |
1 |
|
|
|
|
|||
|
Type of advertisement characters child likes |
|
|
|
|
|
|
|
|
|
Child character |
2 |
4 |
|
|
|
1 |
13.728 |
0.0021* |
|
Animationcharacters |
4 |
13 |
21 |
|
|
|||
|
Animalcharacters |
1 |
3 |
2 |
|
|
|||
*significant at 0.05 level
Table 4 reveals that there is significant association between the effect of selected television advertisement on modeling behaviour among preschoolers with the advertisement characters the child like (p value <0.05).There is no significant association between the effect of selected television advertisements on modeling behaviour among preschoolers with the selected socio demographic variables such as age and gender of the child, type and income of family, number of siblings, hours spend on television, type of advertisements child likes, type of advertisements child attracted to, violent behavior and good behaviour exhibited as p value > 0.05.
Section Ⅳ: Association between the extent of modeling behaviour among preschoolers with selected socio demographic variables.
Table 5: Association between the extent of imitation among preschoolers with selected socio demographic variables. (n=30)
|
Variable |
Category |
df |
Chisquare |
Pvalue |
|
|
Strong |
Moderate |
|
|
|
|
|
Age |
|
|
|
|
|
|
3-3.5 years |
6 |
2 |
1 |
0.235 |
0.627 |
|
3.5-4 years |
9 |
2 |
|||
|
4-4.5 years |
6 |
3 |
|||
|
4.5-5 years |
1 |
1 |
|||
|
Gender |
|
|
|
|
|
|
Male |
9 |
6 |
1 |
0.0613 |
0.804 |
|
Female |
13 |
2 |
|||
|
Type of family |
|
|
|
|
|
|
Jointed |
6 |
4 |
1 |
0.532 |
0.465 |
|
Extented |
1 |
|
|||
|
Nuclear |
15 |
4 |
|||
|
Income of family |
|
|
|
|
|
|
<5000 |
2 |
1 |
1 |
0.1704 |
0.679 |
|
5000-10,000 |
14 |
3 |
|||
|
10,000-20,000 |
6 |
2 |
|||
|
20,000 and above |
0 |
2 |
|||
|
Number of siblings |
|
|
|
|
|
|
1 |
11 |
3 |
1 |
0.0372 |
0.847 |
|
2 |
8 |
4 |
|||
|
3 |
2 |
1 |
|||
|
0 |
1 |
0 |
|||
|
Hours spend on television |
|
|
|
|
|
|
0-3 hour |
20 |
8 |
1 |
0.0030 |
0.956 |
|
3-6 hour |
2 |
0 |
|||
|
Type of advertisements child likes |
|
|
|
|
|
|
Food advertisements |
|
|
1 |
0.648 |
0.420 |
|
Chocolateadvertisements |
5 |
3 |
|||
|
Biscuitsadvertisements |
6 |
3 |
|||
|
b)School accessories |
|
|
|||
|
Bag advertisements |
6 |
2 |
|||
|
Shoe advertisements |
1 |
0 |
|||
|
Others,if any specify |
1 |
0 |
|||
|
c)Soaps and detergents |
|
|
|||
|
Bathing soap |
2 |
0 |
|||
|
Hand washing liquid |
1 |
0 |
|||
|
Type of advertisements child attracted to |
|
|
|
|
|
|
Musical |
2 |
1 |
1 |
0.1704 |
0.679 |
|
Animation |
18 |
6 |
|||
|
Colourful |
2 |
0 |
|||
|
Violent behaviour exhibit |
|
|
|
|
|
|
Jumping |
2 |
0 |
1 |
0.01104 |
0.739 |
|
Fighting |
8 |
3 |
|||
|
Throwing objects |
8 |
1 |
|||
|
Climbing heights |
1 |
0 |
|||
|
Nothing |
3 |
2 |
|||
|
Good behaviour exhibit |
|
|
|
|
|
|
Helping indaily chores |
12 |
4 |
|
|
|
|
Sharing with peers |
8 |
3 |
|||
|
Hand washing |
1 |
1 |
|||
|
Others, if any specify |
1 |
0 |
|||
|
Type of advertisement characters child likes |
|
|
|
|
|
|
Child character |
6 |
0 |
1 |
0.0106 |
0.917 |
|
Animationcharacters |
12 |
6 |
|||
|
Animalcharacters |
4 |
2 |
|||
Table 5 reveals There is no significant association between the effect of selected television advertisements on modeling behaviour among preschoolers with the selected socio demographic variables such as age and gender of the child, type and income of family, number of siblings, hours spend on television, type of advertisements child likes, type of advertisements child attracted to, violent behavior, good behaviour exhibited, type of advertisement characters child likes.
CONCLUSION:
63.33% of participants exhibited no imitating behavior before exposure to selected advertisements. 66.67%of participants exhibited moderate imitating behavior after exposure to selected advertisements. 23.33% of participants exhibited strong imitating behavior after exposure to selected advertisements.73.33% of participants exhibited great modeling behavior. 26.67% of participants exhibited moderate imitation tendency and there is a significant association between type of advertisement character and modeling behaviour in preschoolers as P value is <0.05.
REFERENCE:
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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.
Received on 16.09.2020 Modified on 17.10.2020
Accepted on 14.11.2020 ©A&V Publications All right reserved
Int. J. of Advances in Nur. Management. 2021; 9(1):62-67.
DOI: 10.5958/2454-2652.2021.00017.2