The Impact of Television Advertising on Children
ISBN: , SKU: , AUTHOR: Unnikrishnan, Namita / Bajpai, Shailaja, PUBLISHER: Sage Publicong>atong>ions (CA), "We all know ong>theong> box was not ong>theong> best invention for ong>childrenong>. A recently released tome, ong>Theong> Impact of Television Advertising on ong>Childrenong> reinforces our trepidong>atong>ions. Written by Shailaja Bajpai and Namita Unnikjrishnan and published by Sage, ong>theong> researched work also alerts us to ong>theong> hazards of consumerism thong>atong> TV exposes innocent minds to." --Metropolis on Song>atong>urday "Questions ong>theong> notion thong>atong> ong>childrenong> are mong>atong>ure enough to recognise ong>theong> commercial intent of advertising. ong>Theong> book concludes thong>atong> 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 thong>atong> whong>atong>ever appears on TV is real and 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> Impact of Television Advertising on ong>Childrenong> is a book thong>atong> deserves to be read by all adults responsible in any way in shaping ong>theong> life of ong>childrenong> 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 and eschews ong>theong> fashionable tendency to bandy weaong>theong>r-beong>atong>en buzz words. ong>Theong> book will be valuable to anybody wanting to understand how television bends ong>theong> mind, because although Unnikrishnan and Bajpai focus on ong>childrenong>, ong>theong> scope of ong>theong> work includes and informed analysis of ong>theong> medium itself." --Newstime "This is a timely book. Also a useful one. In fact, a given its capsule formong>atong> and its passion for facts, stong>atong>istics and tables, it is really ong>moreong> a book to be used by professionals of various kinds. Some kinds of dong>atong>a thong>atong> ong>theong>y have chosen to elicit... would be of interest to advertisers.... Of interesting dong>atong>a 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 ong>childrenong> and 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 and advertising shape our ong>childrenong>'s consciousness is of growing concern in India and throughout ong>theong> world today. ong>Childrenong>, ong>theong> most impressionable of any group, are continually targeted by ong>theong> media, and despite ong>theong> rapid proliferong>atong>ion 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 ong>childrenong> between ong>theong> ages of 5 and 15, ong>Theong> Impact of Television Advertising on ong>Childrenong> highlights ong>theong> impact thong>atong> TV has on ong>theong> values, ong>atong>titudes, and aspirong>atong>ions of Indian ong>childrenong>. ong>Theong> book provides an insight into ong>theong> lives of ong>childrenong> from different social strong>atong>a, and ong>theong>ir respective ways of handling, negotiong>atong>ing, and understanding informong>atong>ion made available to ong>theong>m over television. In parti Acheter Maintenant