The Impact of television advertisementon children (Advertisement impact on consumption)

The aim of this survey is to find out the influence of television advertisements on children attitudes and behaviours in primary education period (age group 8-11). Independent variables are; the frequency of watching television, and socio-economic level of the families. In this study children demografic characteristics are taken into account. According to the questionnaire results, as much as the frequency of watching television is increase, children demands of buying these products which was noticed on television advertisement is getting increase. The most enjoyable advertisement programs for children are food and beverage advertisements as they choose these products during shopping. It means that; food and beverages products are attractive for children. Also there is a relationships in same sense that mentioned above between the frequency of watching television advertisements and to buying the "mark"which was noticed on television advertisements. So that, as the frequency of watching television is increase the tendency of selection titled distinquised trade mark products is getting increase. If we look the relationships between families economic level and buying famous trade mark products, we will able to see that, children who comes from high economic level family give importance to buy mark products. Since their families have enough economic power for buying. Primary reason of not buying the advertisements products by children is that, they thing that these products not being good for their health. It means that, children behave consciously and selectively. Most of the children want these advertisement products from their mothers and fathers. The ratio of saying that " I can buy my by self'is very 98low. When their families not buying these products which was seen on television advertisements, children reflect these attitudes and behaviours; first; saving up the pocket-money to buy products, second; giving up to buy products; third; straining for having products; fourth; getting angry and crying. When children expend their pocket-money, they give priority food and beverage products. The amount of children pocket-money depend on their families income level. As much as family income is increase, the amount of children pocket-money is getting increase. There is a very interesting result which was drawn from survey, as father education level is increase the frequency of watching television by children is getting increase. So that, there is no relationships between family education level and effection from television programs. Television advertisements have more influence on children who comes from low income family than children who comes from high economic level family. Since, these families have enough money to buy what their children wants then, these children gets satisfied. if survey results are evaluated generally, It will be found that, education and economic variables have not effective power only by themselves on children attitudes and behaviours in terms of effection from television advertisements. However television advertisements continue to create unconsciousness consumers by its persuasive power. 99