Vol: 1, Issue: 1 2011

Page: 014-018

Study and Impact of Advertising on Children With Special Reference to Eating Habits in India

Naresh Kr. Sharma, Dr. Ramesh Agarwal

Advertisement is integral part of the industry which wants its product to be reached to the customer, and thereby converting them into consumers. Advertising is sole of everyone’s’ lifestyle, and the degree of impact of adverting on children is becoming devastating day by day. Advertisements showcase the ‘must haves’ for a kid making them a consumer even before they have reached the age of 3. on the contrary, advertisement are educating, updating and motivating the children to learn good thing as well. Thus the objectives of this research paper are to explore both the beneficial and harmful effects of media on children’s food habits, and to identify how the advertising industry can be regulated by formulating unified laws to prevent the over‐exposure of children to the ad world. I am also emphasizing on directing children’s towards imbibing healthy food habits in them by suggesting parents to be more aware & regulating the advertisement targeted on children. This research paper also take a review on what kind of regulations are implemented in some parts of world regarding advertisements targeting children’s & what kind of steps are being taken in India in this direction. Using ‘On the Spot’ sampling method 100 children between 5‐15 yrs age group and 50 parents are interviewed with the help of interview schedule and data collected is presented in the form of pie chart. The research paper concludes that advertising severely affect the eating habits of present generation children. The role of parents and legal system plays crucial role in preventing the anti‐health ads influencing the children’s eating habits.