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    The Influences of Advertising on the Behavior and Values of Children; A Research Proposal

    Number of Pages: 3


    Summary of the research paper:

    This 3 page paper is a research proposal to study the impact that advertising has on the behavior and values of children under the age of 8. The proposal gives an introduction, hypothesis, justification for the research briefly outlines a methodology. The bibliography cites 3 sources.

    Name of Research Paper File: TS14_TEadchildren.rtf

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    Unformatted Sample Text from the Research Paper:
    only as adults that were are exposed to the potential manipulation. Adults are usually aware of the differences between marketing activities and entertainment, so have a level of resistance to  the messages, but children do not have the same built in resistance. It appears that there is a change in the way children are growing up, anecdotal evidence indicates that  children, specifically children between the ages of 2 and 8 are becoming the youngest consumer group and are seeing a shift in judgments with a greater propensity to consumerism and  martial values. The aim of this research is to assess the impact that advertising is having form a sociological perceptive to determine if the current wave of media advertising aimed  at children is creating and then perpetuating the development of a new consumer class. 2. Hypothesis The hypothesis of the study is that H1 = Media advertising  is having a significant direct impact on children under the age of 8 years due to the way that the advertising is perceived with a high level of belief in  all of the messages that are communicated to them, which will then impact on their behavior and values. H0 = Media advertising is not have any significant impact on  children and the way they perceive brand, as such it does not have any impact on their behavior. 3. Rationale for the Study There is little doubt that children  are being exposed to increasing amounts of media and high levels of advertising. In the United states it has been estimated that children will view between 20,000 and 40,000 television  commercials every year and that by gradation they will have watched 360,000 (Story and French, 2004). There is also a belief that the way children perceived brands and develop long 

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