THE EFFECTS OF TV ADVERTS ON CHILDREN
(A CASE STUDY OF ENUGU URBAN)
By
UGWU MAUREEN N. AND GROUP MEMBERS
Presented To
Department of
Mass Communication
ABSTRACT
Research has shown that children are susceptible to the many activities, objectives and stimuli within and around their environment. TV adverts constitute one of such stimuli to which they are susceptible. This research study has therefore sought to examine the effects, which the exposure of children to TV adverts does have on them. The study however has some limitations in doing this.
It did not examine or try to determine the extent or to what degree TV advert affect children.
Among other considerations, the study also did not associate itself with examining the effects, which other communication media such as radio and newspapers do have on children.
To achieve the aim of this study, four hypotheses relating to the study were formulated and subjected to empirical examination. Consequently, a sample of 200 was selected from Enugu and with this sample the study sought to investigate what actually obtains in the real world; the extent to which the child responds or practices behaviours acquired from watching TV adverts and role of TV adverts in the child’s socialization.
T o accomplish these onerous task, we adopted the survey research method, with the questionnaire as the measuring instrument with the following procedures guiding.
TABLE OF CONTENTS
Cover page I
Title page II
Approval page III
Dedication IV
Acknowledgement V
Table of contents VI
Chapter one – Introduction 11.1 Background of study 1
1.2 Statement of research problems 4
1.3 Objectives of study 8
1.4 Significance of the study 9
1.5 Research Questions 10
1.6 Research Hypothesis 11
1.7 Concept ional and Operational Definition 11
1.8 Assumptions 14
1.9 Delimitation of study (sample) 15
Chapter two – Literature Review 182.1 Source of literature 18
2.2 The Review 19
2.3 Summary of the literature 33
Chapter three3.1 Research method 34
3.2 Research design 34
3.3 Research sample 35
3.4 Measuring instrument 36
3.5 Data collection 36
3.6 Data analysis 37
3.7 Expected result 38
Chapter four – Data Analysis and Results 394.1 Data analysis 39
4.2 Results 51
4.3 Discussion 53
Chapter five – Summary, conclusion and recommendations5.1 Summary 61
5.2 Conclusions 63
5.3 Recommendations 64
Bibliography 68
Appendix 73
