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Impact of food advertising on TV in Pakistan at the eating habits of children

Impact of advertising food TV Pakistan's eating habits in children

By Tariq Mahmood Malik

INTRODUCTION

The family-owned television through audio-visual. It is capable of transmitting sound and images with a message of various types and for a variety of purposes. He has a strong influence on people, culture and other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound at a distance anywhere in the world. The term can also be used to refer specifically to a television receiver or the television transmission. The Television commercials have become one of the most effective, most convincing and most popular methods of selling products of all kinds.

In Pakistani culture, we must look more closely at the role of television and advertising, to determine why an article dealing with so valuable. Pakistan Television is a permanent fixture in the lives of children. TV for children is as familiar as the faces of family members. TV is always there to entertain and give children to society, especially when no one else in the desire to play, chat or interact with them. They are increasingly exposed to different cultures, absorb new ideas and impressions of other cultures.

Many television commercials are catchy jingles or phrases that generate confirmed, that may remain in the minds of viewers long after the campaign period. dissemination of current advertising in our culture affects all in society and our fundamental ways of life. Advertising can be considered as one of the factors contributing lifestyle of people, their values and basic attitudes. But the real picture is different depending trimmer "The Advertising is the art of all the lies only half true. '1

The publicity has been observed in many ways: on television, newspapers, billboards, walls, video, Internet and many other forms. The protection of children against the disease is directly related to the question of which noted that affect more television. Criticism of television viewing on children relate what they see and for how long. Television advertising of foodstuffs causing concern to parents, parents try to control their children listening to television. Parental control of television should reduce the number of hours a child, leaving an impact on their health.1

Today's children are our future and unique in many aspects of the previous generation. But perhaps the factor importance affecting the health of children is television advertising. There is general concern of parents that TV advertising has a negative effect intentional or not the health of children.

Advertising is structured and composed non-personal communication, usually paid and often persuasive in nature on the products identified by the promoters through different media. Advertising Agencies, given the large number of people about their products. Not There is nothing wrong with that, because it allows ideas and innovative concepts to be shared with others. However, over the years have progressed, methods of advertising and techniques have become the advance design, configuration and even the creation of needs of consumers where there was none before, or turn luxury necessities.2

Mass advertising is not only a means of introduction and distribution of products, but it does. This is a major mechanism in the ability of a relatively small number of large corporations to have a disproportionate power over the economy. These companies need newspapers, magazines, and broadcast not only to sell their products but to maintain its economic and political influence. The media and agents are not neutral merchants, but essential gear in the machine company huge, and increasingly, they are not only necessary, but are owned by giants.3

History of Advertising

Advertising is as old as civilization itself. The beginnings of advertising, of course, are impossible to identify, but there are several examples dating back thousands of years. In the early days, signs were placed on the doors of shops and, later, the crier was an important advertising medium. The advertisement was an established part of social environment of early civilizations. However, until the advent of the sell-off in the 19th century, advertising has played a minor role in the realization of business.4

After the invention of the printing of brochures, posters and newspapers were used to increase the quantities of products advertising. The development of rail transport allowed the advertising industry to send their goods to consumers who live far from the factories manufacture. National advertising implies that entrepreneurs use television and newspapers to expand their markets.

THE PROBLEM

Food advertising on TV Pakistan impact on the health of children – food problems and become obese and inactive. The researcher interested in analyzing the impact of advertising of foodstuffs children's health.

OBJECTIVES

The work was done without losing sight of the following objectives:

i) To study habits Children listening to the Pakistan Television

ii) to ascertain the impact of advertising on children's health

Importance of the Study

Although there are many recipients in the study, but the main beneficiaries are the parents and agency staff. All parents want to offer good food for their children on healthy living. The study results show that parents on the impact of advertising on the health of their children and to help counteract these affects.

REVIEW OF THE LITERATURE

This chapter has been divided into five parts. The first part describes general things on television advertising. The second part of the chapter is to explain the theory of advertising, how the ads affect the health of children and their lives. The third part explains the role of advertising in society. The fourth section describes the health status of children and BMI. The fifth part of the study analyzes the negative ads on the health of children between 8 and 12 years.

Television is an important agent socialization, which is present in the lives of children. Many ads on TV are the creations of the great minds who want to encourage them to buy products announced. The proof that marketing is Assembly is harmful to children. Almost every aspect of life of children has been affected by recent trends in advertising. Search advertising links obesity has increased, and eating disorders in children because they are vulnerable to persuasive messages. According to media Communication at the University Throat "Television has become inevitable and constant factors that shape who we are and what we will." 1

Children under eight are unable to understand the critical messages of television advertising and are willing to accept advertiser messages as truthful, accurate and impartial. This can lead to bad eating habits as evidenced by today's youth. It is a major concern because the most common products that children are cereals, candies, sweets, soft drinks and snacks. The advertising of unhealthy foods to children contributes to poor eating habits that can last a lifetime and be a variable in the current obesity epidemic kids.2

TELEVISION ADVERTISING

A marketing messages consumers are exposed to hundreds all days. They may appear as billboards, newspapers, television commercials, etc. It is in fact a very structured communication applied, using both verbal and nonverbal elements that are composed to meet specific space and time formats specified by the sponsor. All First, the advertising is communication – A special type of communication. Traditionally, advertising has been primarily a one-way process, but with new interactive technologies of today, consumers can provide information to advertising messages in real time using the same channels as the sender. Most advertising is intended to be convincing – to win converts to a product, service or idea. Some listings, such as legal notices were intended merely to inform but not persuasive. But ads remain because they meet all other requirements of Definition.3

The issues surrounding advertising to children are related to certain advertising campaigns aimed primarily at children. promote cold drinks are often shown during sports events and seen by millions of children, creating brand familiarity and motivation for children to purchase. They were exposed to through television ads for a grocery 15 one-hour program and when watching TV four hours a day, meaning he saw an ad produces about 20 times in one session. This is called graph no. 15 on page 34.

Advertising is persuasive and informational influences public behavior. Advertising is also a marketing tool and can be used in combination with other marketing tools such as sales promotion tactics personal selling, or advertising. But the picture is different, depending edging "Advertising is the art of making whole lies half the truth."

The impact of advertising on television is the greatest among children. Both children and television advertising over age group, and are also more deeply influenced by the addictive aspect of the poster in their lives.

Advertising to children is based on three issues, first of all, we believe that advertising promote the values and based on superficial material possessions and consumption. Secondly, children are considered inexperienced users and easy prey for persuasion experienced advertisers. Third, advertising influences children to request all food.4 Toy Snack

The role of advertising

Advertising plays a vital role in the economic system of a country. Help to sell ideas, goods and services. Advertising reflects and affects our lifestyle, and therefore plays a social role important. Advertising has become so close to our life, therefore, is a multidimensional communication needs of society. businesses, unions, government agencies, and political leaders successfully used advertising to inform and convince people about its purpose.

Kapoor gives the four points of the function Advertising: First, the country's gross national product is higher and the standard of living is higher than otherwise. Advertising creates jobs with a greater variety products, and improve product quality and increase the country's economy. Second, Kapoor is the argument that advertising plays an important role in informing more consumers to make smart choices on the market. Thirdly, the reason for advertising is that the cost of production activity per unit of output is lower because advertising increases the demand for production of the company, then, advertising leads to more efficient use of resources in the economy. Finally, says the publicity is positive or negative impacts on the general masses as well as children. These impacts are modified according to culture and environment.5

The four points mentioned above is an overview of advertising that advertisers want to reach. The same situation exists in Pakistan. So we can not able to explore all aspects of advertising in this level, because the obstacles are many, such as lack of resources, lack of time.

Children's Health

All parents aware and deeply observe the health of your children in any society. But parents are more engaged with their children in Pakistani society, because Children are the future and help finance the parents when they retire. All parents to provide good food for their children to their health and give them a good education to be a good citizen. Both parents work, because they want to improve their standard of living, as referred to in paragraph no. 4. Sometimes, parents of more children's activities looked at what and when to eat? When and how to watch television? Why they become obese and lazy? 6

In fact, the researcher will study the response of all these questions because these questions are mainly related to the study.

Health experts have linked to watching too much television obesity – a major health problem today. While watching television, children are inactive for purchasing these products. They are also bombarded with advertising encouraging to buy and eat unhealthy foods like chips, burgers, cakes, etc. and empty calories of soft drinks, which often is preferred snack foods. Indirectly leaving too much advertising affects children's health. Even if children watch four hours of quality educational programs on television in a day, which means you are not exercising, reading, socializing, or spending time outdoors. But some studies have shown that reducing the amount of television viewed by children has led to less weight gain and a further increase in body mass index, and are not idle for more health.7

Body mass index (BMI)

Mass Index (BMI) is used to estimate the weight of the average population health. A BMI of 20-24 is desirable for most adults. A person with a BMI of 25 to 29.9 is considered overweight, and a person with a BMI of 30 or more is considered obese. Obesity is associated with an increased risk of heart disease, diabetes and other potentially fatal diseases.

The body mass index (BMI) is commonly used to determine the desirable body weight. BMI is a measure of weight in relation to adult height, and is calculated as the metric weight divided by height squared (kg/m2).

BMI provides only an estimate desirable weight about, but doctors agree that many other factors than the height on weight. Weight alone can not be an indicator of fat, as For a bodybuilder may have a high BMI because a high percentage of muscle tissue, which weighs more than fat. Similarly, a person with a sedentary lifestyle can be in a range of desirable weight, but excess adipose tissue. However, as BMI is greater than the risk of developing serious illness.

BMI Chart for Children

Body Mass Index (BMI) percentiles for children from two to twenty years, so you can track your child's growth curve and see if they are underweight, the or just overweight.

BMI Chart for Girls

Body mass index (BMI) percentiles for girls, from two to twenty years, so you can follow the growth curve and see if your child is underweight, overweight or just.

What is fat?

Fats or lipids are nutrients in foods that the child's body uses to build nerve tissue (like the brain) and hormones. The body also uses fat as fuel. If the fat that children have eaten are not burned as energy or used as building blocks, which are stored by the body into fat cells. It is your body's way of thinking ahead: By saving fat for future use, the body plans of the times when food might be scarce.

The fat adds flavor and texture of food, but also is rich in calories, and amounts of foods rich in fats and excessive amounts of any food can cause health risks for many. For children and adolescents, desserts and snacks such as chips, chocolate, cakes, donuts, cakes, and cookies are an important source of fat. Kids also get fat from whole milk and high-fat meat such as fried meat and spicy. Of course, fast food and take-aways tend to have more body fat than cooking at home and in restaurants, fried are high in fat. Fat also often "hides" in foods like cream, cheese, butter, sauces or dressings.

However, although fat is an important component of a healthy diet, when children eat the right kinds of fat, in particular those of fish species in the recommended amounts. As that carbohydrates in recent years, fats have been wrongly accused of "bad." While certainly better than others, some types of fat are good for young children and an important part of a healthy diet.

Obesity increases the risk of developing the disease. According to the National Institute of Diabetes and Digestive and Kidney Diseases, about 70 percent of cases of U.S. heart disease are related to excess body fat, and it is people obese more than twice as likely to develop high blood pressure. Risk medical complications, especially heart disease, increases when body fat is accumulated in the waist, especially in the abdomen. Such a distribution of upper body fat is more common in men than women.8

Causes of Obesity

A calorie is the unit used to measure the energy value of food and energy used by the body to maintain normal functions. When calories from food intake equal the calories of energy the body uses, weight remains constant. But when a person consumes more calories needed by the body, the body stores more calories as fat, causing the weight gain later.

Obesity, a disease characterized in storage of excess body fat. The human body naturally fat deposits under the skin and around organs and joints. Fat is essential for good health because it is a source of energy when the body lacks the energy necessary to sustain life processes, and provides insulation and protection of organs internal. But the accumulation of excess body fat is associated with a variety of health problems. Studies show that people who are overweight or obese have a increased risk of developing diabetes mellitus, hypertension, heart disease, stroke, arthritis and some forms of cancer.9

The causes of obesity are complex and include factors. Fundamentally, obesity occurs when a person eats more calories your body burns. Children have a 80 percent probability to be obese than their parents are obese. Obesity in childhood and adolescence may be related to:

i) poor eating habits
ii) patterns overeating
iii) the unnecessary use of cold drinks
iv) Nutrition not Eating
v) Eating on the side of the house

The percentage of children Overweight is increasing at an alarming rate. In general, children spent less time exercising and more time watching television and computer. And families busy nowadays have less time to prepare nutritious meals, cooked at home every day. From fast food electronics, quick and easy seems to be the mindset of many people, young and old, in the new millennium.

Impact Advertising

Modern lifestyle has frozen family size in Pakistani society. nuclear family has taken the place of the joint family. Lifestyle trends in the urban areas of Pakistan (increased income, more working hours, more mothers working, and time-poor/cash-rich parents) tend to support their families, who take the child to watch television and the increased consumption unnecessary food. In addition, the ad industry is junk seems irresistible.

Children who watch too much TV have trouble concentrating in school because they are used to being given all the answers instead of being asked to think about issues. If children watch less television develop their imagination.

Unfortunately, children do not have the appropriate guidance on what to do. Media not playing its role in promoting the rights of children and the difficulties they face in society. Even in Pakistan Television authorities ignored on this side and they can design programs to the needs of children.

IMPACT Children's Health

Jacques suggests that obesity "child emerges from the foods that are high in fat and low in fiber. When children eat these foods, insulin increases not only the effects of the chemical dopamine in the pleasure (making the child feel like eating the same food), but also reduces the effects of the hormone leptons, which makes the child want to eat more and be less active "10

Television also has a negative impact establishing eye problems. Stops children out to play with friends. Your advertising makes buying things but not necessary. You can make tired and unable to concentrate on their lessons.

LEAVE bad habits

Gerbner said that experts from many media in western countries remain deeply concerned about the of advertising in television programming. They argue that leaving the television advertising impacts on society, especially the health of children and television advertising not going into the atmosphere without reason.11

The impact of television on children has received much attention. Research suggests that children see advertising as another form of television programming and react indiscriminately to their messages, which makes them particularly vulnerable to advertising. Also concerned by the way children respond to advertising. Research indicates that many children are affected by this level of health, are more satisfied with their bodies and may develop eating disorders in pursuit of a slim figure. Advertising in daily life and eating habits, etc. Children and adolescents are influenced, consciously or unconsciously by Pakistani television commercials.

Research Methodology

Every scientific discipline with a methodology to carry out specific research. This includes some assumptions and values that serve as justification (underlying reasons) for the research effort and standard criteria for the entire process. The basic objective of this study was to examine the negative effects of eating disorder in children's health. To do this, random sampling systematically used. The sample size was limited to 30 children 8-12 and their parents.

RESEARCH DESIGN

This study survey research was on "the impact of food advertising on television in Pakistan on the eating habits of children" in Satellite City (B-Block) from the city of Rawalpindi. The researcher used a questionnaire for parents and interviews with children as an instrument to collect data.

POPULATION

In this study, ages 8-12 and their parents in the city of Rawalpindi were the study population.

SAMPLE AND THE ART OF SAMPLING

Random and convenience sampling techniques have been applied in this research to select the sample. The frame was 30 children 8-12, and their parents in the city Satellite (B-Block) from the city of Rawalpindi.

DEMOGRAPHIC VARIABLES

There are three demographic variables in this study:

i) Gender
ii) Age
iii) Rating

RESEARCH TOOLS

To achieve the objective, a survey study has been achieved. Data were collected mainly from primary sources. A questionnaire was designed for parents. questionnaire for children has also been used for structured interview.

DATA COLLECTION

Data were collected through questionnaires and interviews. Questionnaire were distributed to parents and administered by the researcher. structured interview completed all respondents in the sample of children.

DATA ANALYSIS AND INTERPRETATION

In this chapter, the researcher analyzed data from the impact of advertising on children's health. Data on "Impact of food advertising on PTV health of the children were collected by a questionnaire that was designed especially for this study. Mainly statistical cross-tabulation procedure was used to study the relationship between that demographic variables (gender, age and qualification, and is presented in data tables Graphics alongwith interpretation.

As is evident form Figure 1, most male respondents (34% fall in the 30-45 age group and women interviewed in the same group is 23%. Results showed that the majority of respondents both groups were small.

As is evident from Figure 2, the majority of men surveyed (20%) was the doctor, while 20% owned their own businesses, 10% of women surveyed were Govt. employees and 10% were housewives.

Figure 3 showed that 57% of males and 30% of women surveyed were highly qualified. Thus, the male respondents were more qualified than women.

Figure 4 documents the monthly income of parents surveyed. As the table shows that the defendant is male ownership families earn much compared to women responded.

As shown in Figure 5 shows the family composition of respondents, the majority responded with four family members.

As shown in Figure 6, all parents looked PTV regularly.

As evident in Figure 7 that the majority (13%) of the men interviewed, PTV watched the evening and late at night as compared to the women interviewed who loved to watch Pakistani television, morning and afternoon.

Figure 8 shows that most parents hits Pakistan TV 2-3 hours per day.

Figure 9 reflects the fact that all respondents were children of the viewers Pakistan regular television.

The results of Figure 10 shows that children like watching TV at night, but most respondents like to see in the afternoon.

As shown in Figure 11, the majority (30%) of respondents have children PTV watches for more than four hours per day. In accordance to data collection for children 8-12 are heavy viewers of PTV. In fact, the problem area, because people watch TV to say more than five hours and does not create negative effects health, especially children of 8-12 years.

The results of Figure 12 shows that the majority (33%) of respondents have children to watch programs as children's shows, quiz / guided by their parents.

Figure 13 reflects the fact that parents allow their children to watch PTV to obtain information updated and entertainment.

Figure 14 is clear that male respondents feel tired when looking PTV more than 3-4 hours, but it means the women interviewed bored wife loved watching more than four hours.

As shown in Figure 15, most respondents (40%) ads, seen in about 15 to 20 and 20% had more than 25 ads in one hour. This means that during a one-hour program lots of food products have been announced at PTV launches children to buy these products on your own or ask their parents to buy the same for them.

As shown in Figure 16 that most parents and respondents with children general and for some refreshments, some students said they also liked to buy chips and product type. These products increase fats in the body, especially children 8-12 years of age because they are the toilet and they need good nutrition and a nutritionist for your health.

As evidenced in Figure 17 that answered the parents responded that the attitude of children has changed if not buy or buy these food products. They behave aggressively with their elders or their parents.

The results of Figure 18 shows the impact of ads on Pakistan Television on Children. Parents reported that their children have tried to emulate when they saw ads, but some parents said they felt a certain aggressiveness during and after viewing the ads, as illustrated poster super stock rights.

Since the results of Figure 19 shows that parents continue to buy food for their children because their demand was well deserved (see figure no. 4). Have completed all the requirements of their children everything they asked for food. This habit of eating established eating disorders among children of 8-12 years.

As shown in Figure 20, the parents felt that the announcements made by PTV feeding their children because their children have enough money to buy belong to class families high (see Chart 4).

As shown in Figure 21, the parents responded that these ads have increased and decreased eating disorders on the health of their children.

RESULTS

The purpose of this investigation was to determine the impact of food ads on Pakistan TV on the eating habits of children. Home these variables can have a significant impact on TV ads in Pakistan on the health of children.

In Pakistan, almost all children were watching television regularly. Information on costs of children's time watching television was to estimate their exposure to the variety of ads. Variation of the influence of advertising was viewed differently in different children, and day after day by the same son. However, some influence of advertising on children have been observed, which was introduced in Chapter 4 in Figure 9.

According to Chart 11, all the children were watching TV every day. Children 23% watched television for a maximum of 3 hours and 30% watched television until 4:00 every day. Thus, viewers were heavy and regular. Most children spend much time sitting in front of a television screen watching programs different.

Thus children from 8 to 10 years were more attracted by the advertisements on television and saw with great interest, but encourage increasing age, the child's preferences moved to television programs.

Most children All age groups watched ads on television with the Great. This means that many techniques TV audiovisual advertising was simply designed to gain and retain the attention of children, who impressed to buy different products. So TV commercials really could have an enormous impact on children. The researcher found that:

A) Children ages 8-12 and their parents regularly watch television Pakistani television. Most fathers liked to watch late at night but he liked the female parent to see in the morning and at night and enjoyed watching his children at night. The duration of the parents watch was 2-3 hours, but has revealed that see their children 4-5 hours per day.

2) The children loved the kids see test programs programs / but his parents were allowed to search for information PTV and entertainment.

3) Male respondents felt tired when they saw PTV for more than 3-4 hours, but it bothers me that means the women interviewed wife liked to watch more than four hours.

4) Most of the parents and children in general and for some refreshments, but some children also wanted to buy chips and product type. Researchers know that these fats increase the body, especially in children because aged 8-12 years is the toilet and need good nutrition and a nutritionist for your health.

5) the attitude of children has changed if not buy or buy these food products. They are aggressive with their elders or parents.

6) Children have tried to emulate when he saw the ads, but some parents said they felt a certain aggressiveness during and after to see ads, as illustrated poster super human actions.

7) Parents have always bought food prepared at the request of their children because they were well deserved (see Figure No. 4.). They made all the requests of their children everything they asked for food. This habit of eating established eating disorders among children 8-12 years.

PTV announcement diet of children because their children have enough money to buy these belong to families edible top class (see Figure 4).

9) Pakistan Television ads disorder higher food and health of children has decreased from 8-12 years.

CONCLUSION

More children are addicted to their viewers average is over 60% which means that more than watching TV five hours a day who are strong spectators. After / during watching the TV ads for the majority of children requires learning to drink Coca-Cola, Pepsi these unhealthy develops habits of children. Some children are between 10-12 years, trying to imitate the action itself that was during the commercials, that are dangerous to their lives.

The data in this study, the research shows that increased body fat of people, especially children, regularly drink products. The increase Body fat is not good sign because that creates obesity in fat, and hear disease. Children are more weight by age and height, because regular use these cold drinks and eating fried meat outside the house with their parents or elders.

Children have less weight according to body mass index is due to their eating disorder. They think that if they eat and drink more than others have good muscles, but their stomachs are not properly digest these foods, As eating disorders increased and after a few months, his weight is down. It is only because of their eating disorder. They saw that performer lists performer milk powder is healthier because he / she take the milk after it comes to buying and drinking the milk power, but I do not know the actual image.

RECOMMENDATIONS

After having concluded the data results, the researchers give the following recommendations:

i) Policy makers should take steps to better protect children from exposure to advertising because of the inherent unfairness of advertising to audiences that do not have the ability to assess erroneous information in television advertising.

Ii) Parents should try to limit TV time for their children.

iii) Teachers and parents can help children decide what to watch on television.

iv) Adults need to see things their children do not understand television.

v) Parents should also keep an eye on the negative effects of watching television on the Pakistani child health, eating disorders and problems sight.

Children vi) will be encouraged as well in their schools and at home to discuss the television advertising.

Parents vii) / teachers should help children to research health-related programs and has some positive effects on the health of the Pakistan Television.

Literature Cited

Edger A. Shoaff. http://thinkexist.com/quotation/advertising_is_the_art_making_whole_lies/204323.html

Evra, Judith van: Television and Child Development. (Hillsdale, NJ: Lawrence Erlbaum 1990).

Kunkel, D., Wilson, B., Donnerstein, E., & Blumenthal, E.: Measuring violence on television: the importance of context. (Journal of Broadcasting and Electronic Media, 1995).

Ibid.

Ibid

Namita Unnikrishnan, Shailaja and Pajpai: The impact of television advertising on children. (Sage Publications India Private India Limited, 1996)

Namita Unnikrishnan, Shailaja and Pajpai: The impact of television advertising on children. (Sage Publications India Private India Limited, 1996)

Neeru Kapoor: Advertising The television and consumer response. (Mittal Publication, New Delhi, India 2003)

http://weightloss.about.com/od/obesityhealth/a/blwhatsbmi.htm

http://en.wikipedia.org/wiki/Obesity

James Shanahan and Michael Morgan: Television and its viewers: Cultural Theory and Research. (Cambridge University Press, UK1999)

Advertisement Syed Abdul Siraj. Islamabad: Allama Iqbal Open University) 6-8

Microsoft ® Encarta ® 2005 Library reference. © 1993-2004 Microsoft Corporation. All rights reserved.

William F. Arens. Contemporary advertising (10th edition). (Irwin McGraw-Hill, USA 2006)

About the Author

I have done my Master of Sciences and PGD in ELT with Thesis and Dissertation. Now I’m studying M.Phil.

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