The Effects Of Tv Adverts On Children
[A CASE STUDY OF ENUGU URBAN]

1.2 STATEMENT OF RESEARCH PROBLEM

The problem associated with the effects of TV adverts on children can be social, economic, and psychological. According to Earl and Martins (1977), the social problems associated with it includes, tendency towards drug and violence, imitation of stereotypes seen on TV and a general tendency towards crime. In terms of economic costs, it involves the more money required to deal with its undesirable effects.

Studying the “Incidence of drug abuse among Nigerian youths”, Jorgenson 1 (1988) found that other long-term problems which TV adverts might have on children and the family at large include shattered homes, wreckage on the child and increased societal lawlessness and crime. Jorgenson further pointed out that such adverts give the child the feeling that whatever is presented in a TV advert is the absolute truth.

Dr. Theophilus Okoro2 of the psychiatric hospital Enugu addressed the issue, in a paper titled “Advertising, that benefits for children”, Dr. Okoro observed that TV advert has the ability to make the child less his true sense of personal judgment. He cited the coca-cola advert as a typical example in which children that has been exposed to the advert for a long time to regard and identify every soft drink as simply coca-cola. Libert et al (1973) have linked this behaviour to the amount of time children devote to watching TV.

A study conducted in America by Wright et al (1978) has discovered that the typical child spends more of his or her time in the company of the TV set. Such children have been found to exhibit such characteristics as reciting off hand the jingles associated with the adverts and at times acting in synchronization with the actors as the advert is relayed on TV. The effects of TV commercials on children give more concern on realization that many kinds of bejaviour exhibited by children are learned by observation.

Bendura (1969) has pointes out the increasing resemblance of children’s social behaviour to that of adult models, parents and TV stars. Because the child’s age and level of reasoning cannot enable the child to efficiently evaluate information he is exposed to, he/she seems to evaluate these aspects of life that seem ideal to his own aspirations. Thus, the influences and effects are made on the aspirations. Thus, the influence and effects are made on the child unconsciously, perhaps this is why Wright et al (1978 ) have cautioned; “children being vulnerable to influence their case warrants especial consideration”.

It is based on these that the effects of TV advert on children require an independent and serious study since adverts influence on the child will affect the family and society at large. Kemiston (1974) has noted that the wish of parents that their children grow into responsible and influential members of the society is shattered when children come into direct contact with external stimuli in their environment. He has identified TV with his borage of adverts and programmes as an essential instrument in this formation, noting that the entire societal ecology-from TV to packaged foods are responsible for the childÂ’s future personality.

Some researchers are however undecided on the actual effects of TV adverts on children. Wright et al contend that determining whether TV advert does or leads to the corruption of children by instilling values which are not acceptable in our society is a difficult assignment”. Wrights assertion further show why it has become more imperative to really establish the actual effects of TV adverts on children.

This research therefore, examines the followings:

1. The extent to which children rely on stereotypes presented on TV.

2. The various control measures aimed at reducing the negative effects of TV adverts.

3. The role which a childÂ’s sex, age and other independent variables play on the childÂ’s belief and attitude towards the TV adverts.