IMPACT OF TELEVISION ADVERTISEMENT ON CHILDREN IN NIGERIA (A case study of Nestle products)

Abstract

The research examined the impact of television advertisement on children with a particular focus on Nestle, Enugu state as a case study. Television being an audiovisual medium that mirrors reality is capable of influencing the psychological perspective of children and adolescents because children tend to cultivate what they watch on television according to George Gerbner.  Also, children are influenced by the advertiser’s promise that the product or service will benefit them. Survey research method was adopted with 100 children as sample size that are between the age of 5-15. The results revealed that advertisements played a vital role in introducing a new product in the family list and making a better choice during shopping. Similarly, the larger percentage of children watched Nestle advert with Milo, Magi and Golden Morn are the common products that are frequently watched on television stations. The data were analysed using table, frequency and percentage method. The major factors that influence children in watching the advert on television are graphic/image or illustration. It is recommended that advert should be structured in such a way that will not deceive children and it should perform the same functions as advertised to children while APCON should be mindful of the need to protect the public from deceitful and moral advertisements i.e advertisers should have respect for the minors by telling the truth in their message to avoid cheating under age.