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Effects of television advertising on children in the Middle East

Effects of television advertising on children in the Middle East Purpose – The purpose of this paper is to describe exploratory work which investigated the negative effects of television commercials on children in the Middle East. Design/methodology/approach – The extant literature on issues relating to the effects of television advertising on children was critically reviewed. Data were collected by conducting a series of 15 projective techniques and a series of semi‐structured interviews with a sample of 12 parents and six psychology and marketing experts from the Middle East. Findings – The results indicate that negative impacts of advertising lead to major social and behavioral problems in children such as physical and verbal violence, materialism and other “values issues” identified by parents, and health problems such as low nutrition and obesity. The results also indicate that although many forms of advertisement affect children negatively, the effects of television commercials are particularly noticeable. Practical implications – The study provides a list of practical recommendations for marketers and policymakers to help mitigate the negative effects of television advertising on children in the Middle East. Originality/value – This research is one of very few studies to consider the effects of television advertising on children in the Middle East. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Education, Business and Society: Contemporary Middle Eastern Issues Emerald Publishing

Effects of television advertising on children in the Middle East

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Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1753-7983
DOI
10.1108/17537981211284443
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to describe exploratory work which investigated the negative effects of television commercials on children in the Middle East. Design/methodology/approach – The extant literature on issues relating to the effects of television advertising on children was critically reviewed. Data were collected by conducting a series of 15 projective techniques and a series of semi‐structured interviews with a sample of 12 parents and six psychology and marketing experts from the Middle East. Findings – The results indicate that negative impacts of advertising lead to major social and behavioral problems in children such as physical and verbal violence, materialism and other “values issues” identified by parents, and health problems such as low nutrition and obesity. The results also indicate that although many forms of advertisement affect children negatively, the effects of television commercials are particularly noticeable. Practical implications – The study provides a list of practical recommendations for marketers and policymakers to help mitigate the negative effects of television advertising on children in the Middle East. Originality/value – This research is one of very few studies to consider the effects of television advertising on children in the Middle East.

Journal

Education, Business and Society: Contemporary Middle Eastern IssuesEmerald Publishing

Published: Nov 2, 2012

Keywords: Middle East; Children (age groups); Television; Advertising; Commercials; Child psychology; Projective techniques

References