Parent Child Interaction and Parental Attitudes on Child Development Print Advertisements

Abstract

Advertising plays a vital role in the Indian society. It is observed carefully that the needs and desires of people have been influenced and manipulated directly or indirectly by the advertisements. Advertising is one of the Chief sources of child development. It influence on how children think, socialize and become self aware. In a developing country like India, which is still struggling with a large section of poor and uneducated the child development advertisements provide an opportunity to the parents to avail information for their child's growth and development. Hence, this study is undertaken extensively on the Government sponsored print advertisements that emphasized on childhood care and development focusing on health and education particularly in the greater Guwahati area of Kamrup District of Assam. The proposed study makes an endeavor to the parents in making healthy decisions about their child through parent child interaction. Based on the aims and objectives of the study and review of related literature, exploratory method of research are adopted which involves the following methods of data collection: (a) survey (For an in-depth study, a survey would be conducted among randomly selected parents located within the greater Guwahati area of Assam) (b) in-depth interviews of the heads of the concerned departments (c) personal observation (d) secondary quantitative and qualitative data available in related literatures. This study would be confined to children of age 6–12 years. Various statistical tools like frequency, percentage, pie diagram etc. are used for analysis of survey data collected through questionnaires. The data is based on the responses to the questionnaire by the parents.