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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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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