Television Advertising and Its Impact on Children

Abstract

Advertising is a form of communication that is done to influence the sale of a service, product or commodity, to promote or propagate a thought, or to bring about any other change desired by those financing or executing the advertisement or commercial. Advertising tends to have the strongest influence on children, who are considered the most susceptible target group. With impressionable minds, they tend to retain the message of advertisements more lucidly and without judgment. Furthermore, they tend to spend more time watching television and also have limited exposure to the outside world as opposed to adults. Therefore, the onus lies with parents to regulate the content that is available and accessible to children. Such content moderation must be done in accordance with societal norms and the teachings of Islam. This paper explores the potential impact of advertising on children in Pakistani society, with special emphasis in the context of Islamic teachings. As a religion, Islam provides a comprehensive code of ethics for raising children. This study analyzes a sample of commercials that have been developed for children through a survey to determine its effects on the intended audience.