Impact of TV advertisements on school going children of Kullu district Himachal Pradesh

Abstract

The present study captures the impact of TV advertisements on school going children by mapping the perception of 152 children of class IV to VIII and 151 parents of Kullu district in Himachal Pradesh. The children do like TV advertisements but critique it as well. The balance of arguments tilts in favour of critiques. The combined direct and indirect effects of the children s attitude toward TV advertisements , and materialism on conflict with parents and disappointment through mediation analysis are positive and significant. Regulated co-viewing and guidance on content and intent by the parents have emerged as two factors. newline