Advertisements Targeting Children

Abstract

In this research paper, we are trying to touch upon the issue of rising consumerism in children by targeting them through advertisement. The study is carried out in Indian context to check the view of the people on advertisements targeting to the children. Through such advertisements, children are being made dutiful and tempted consumer, and they impact largely on the buying decisions of their parents. The advertisements play a very important role in impacting the social and cultural behavioural pattern of society [1]. The mind of the children is very raw and impressionable and can be easily manipulated by showing a very attractive advertisement. The children easily copy the acts which they see in the advertisements. The food habits of the children are mainly getting affected due to very attractive advertisements of fast food, cold drinks and chocolates leading to obesity and other health hazards [2]. The attempt is made here to understand the viewpoint of the Indian people on product placement by targeting children through advertisements. Whether such advertisements should be allowed or they should be controlled or restricted.