Television advertisements and children's behavior: Parents' experience base study in the post-war context

Abstract

This paper examines how television advertisement is linked with children's behavior in Jaffna district in the post-war market situation. Researchers examine whether these children paying attention on television advertisements are influenced by the characteristics of the child's early home environment and parental behaviors. In Sri Lanka, Parent - Children conflict is one of the most vital issues. Especially, in the post-war Jaffna market situation, the Parent-Children conflict' created by television advertisement is most considerable problems for Jaffna district parents and marketers. Therefore, there is a need for accomplish various researches concerning the outcomes of parent-children conflict derived by television advertisement. This research explored methodological implications by using qualitative approach; data were collected via purposive sampling method as of 10 parents from Jaffna district by using preset questions based on a primary interview questions as open-ended question format. Researchers found that the children's behaviors of purchasing request to buy particular advertised product from their parents. Until the end of time, emotions in the television advertisements attract the children very much. This paper is a key resource for marketing practitioners wanting to focus on future quandary regarding unconstructive children's behaviors shaped by television advertisement and outcomes of parent-children conflicts created by television advertisement. The researchers have found that numerous negative outcomes are there in Jaffna district regarding parent-children conflicts derived by television advertisements. Especially there are negative outcomes of conflict over a request to buy particular advertised product among Jaffna children.