Content and impact of Tv advertising on children and Its regulation: the case of Jimma university community school
| dc.contributor.advisor | Asnake, Mulat (Ato) | |
| dc.contributor.author | Mulatu, Antonio | |
| dc.date.accessioned | 2018-06-29T11:34:08Z | |
| dc.date.accessioned | 2023-11-10T12:25:08Z | |
| dc.date.available | 2018-06-29T11:34:08Z | |
| dc.date.available | 2023-11-10T12:25:08Z | |
| dc.date.issued | 2010-06 | |
| dc.description.abstract | Everyday children are exposed to the selling message of advertisers via the television. There is some debate in the literature over the age at which young children can distinguish television advertisement from programs, when they can remember and what they see and when they are able to understand that the advertiser's motive is to sell a product. Resolution of the debate has been hampered by methodological difficulties and paradigms which fail to fully capture and explain children's response to advertisement. Objectives of the study was to assess the content and impact of TV advertising on children's behavioral, attitudinal and social development and its regulation at Jimma University Community School. Mixed research approach was employed. Structured and semi-structured questionnaires and interview were used to collected data from the children, Ethiopian Radio and Television Agency and three selected advertising agencies in Addis Ababa. In this study 295 children were participated with the mean age of 12. The study shows that children under study are very much aware about TV commercials features like: truthfulness, annoyingness and injluencing characteristics of the advertising. Most advertising agencies do not carry out their works with the help of professionals this may lead advertisings to have information that may have unintended side effects that are not part of the selling intent. And there are national and international regulations and code of practice that are not still functional by advertising agencies and broadcasting Medias. Beside, there is a significant amount of advertising uniquely designed for and specifically directed to audiences of young children. Such advertising efforts are fundamentally unfair because of young children's limited comprehension of the nature and purpose of television advertising. Therefore, integrated and disciplinary approach is needed to protect children from the misleading message of TVadvertisings | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/12345678/5022 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa Universty | en_US |
| dc.subject | Education | en_US |
| dc.title | Content and impact of Tv advertising on children and Its regulation: the case of Jimma university community school | en_US |
| dc.type | Thesis | en_US |