The Impact of Television Advertising on Children
ISBN: , SKU: , AUTHOR: Unnikrishnan, Namita / Bajpai, Shailaja, PUBLISHER: Sage Publications (CA), "We all know ong>theong> box was not ong>theong> best invention for children. A recently released tome, ong>Theong> ong>Impactong> of Television Advertising on Children reinforces our trepidations. Written by Shailaja Bajpai ong>andong> Namita Unnikjrishnan ong>andong> published by Sage, ong>theong> researched work also alerts us to ong>theong> hazards of consumerism that TV exposes innocent minds to." --Metropolis on Saturday "Questions ong>theong> notion that children are mature enough to recognise ong>theong> commercial intent of advertising. ong>Theong> book concludes that a child 'instinctively trusts ong>theong> adult world1/4 consequently television, which is peopled by grown ups, inspires ong>theong>m with ong>theong> faith that whatever appears on TV is real ong>andong> not be doubted'." --Times of India "Meticulously researched, yes. Cogently argued, perhaps1/4. In many ways, this is a seminal book." --Business World "ong>Theong> ong>Impactong> of Television Advertising on Children is a book that deserves to be read by all adults responsible in any way in shaping ong>theong> life of children in ong>theong>ir charge." --Times of India "An important point of view in ong>theong> discussion about media responsibility. This research study is a welcome contribution to public discourse because it is calmly argued ong>andong> eschews ong>theong> fashionable tendency to bong>andong>y weaong>theong>r-beaten buzz words. ong>Theong> book will be valuable to anybody wanting to understong>andong> how television bends ong>theong> mind, because although Unnikrishnan ong>andong> Bajpai focus on children, ong>theong> scope of ong>theong> work includes ong>andong> informed analysis of ong>theong> medium itself." --Newstime "This is a timely book. Also a useful one. In fact, a given its capsule format ong>andong> its passion for facts, statistics ong>andong> tables, it is really more a book to be used by professionals of various kinds. Some kinds of data that ong>theong>y have chosen to elicit... would be of interest to advertisers.... Of interesting data ong>theong>re is plenty. In essence, this is a field study, ong>theong> first to be put out by a major publisher on ong>theong> specific topic of children ong>andong> television advertising in India." --Biblio "A seminal study.... ong>Theong> most complete analysis yet of ong>theong> child as consumer." --Business Today ong>Theong> manner in which ideas conveyed by television programs ong>andong> advertising shape our children's consciousness is of growing concern in India ong>andong> throughout ong>theong> world today. Children, ong>theong> most impressionable of any group, are continually targeted by ong>theong> media, ong>andong> despite ong>theong> rapid proliferation of television in India, ong>theong>re is little informed research on its effects on India's "littlest consumers." Based on in-depth interviews with over 730 children between ong>theong> ages of 5 ong>andong> 15, ong>Theong> ong>Impactong> of Television Advertising on Children highlights ong>theong> ong>impactong> that TV has on ong>theong> values, attitudes, ong>andong> aspirations of Indian children. ong>Theong> book provides an insight into ong>theong> lives of children from different social strata, ong>andong> ong>theong>ir respective ways of hong>andong>ling, negotiating, ong>andong> understong>andong>ing information made available to ong>theong>m over television. In parti Acheter Maintenant