ABSTRACT
The research examined the effect of television
commercials (adverts) on children with a particular focus on Kunike Nursery and
Primary School Osogbo, Osun State as a
case study. Television being an audiovisual medium that mirrors reality is
capable of influencing the psychological perspective of children and
adolescents because children tend to cultivate what they watch in television
according to Geoge Gerbner. Also
children are influenced by the advertiser’s promise that the product or service
will benefit them. Survey research method was adopted with 100 children as
sample size that are between the age of 5-15. The results revealed that
advertisements played a vital role in introducing a new product in the family
list and making better choice during shopping. Similarly, the larger percentage
of children watched Nestle advert with Milo, Magi and Golden Morn are the common
products that are frequently watched on television stations. The data were analyzed using table,
frequency and percentage method. The
major factors that influence children in watching advert on television are
graphic/image or illustration. It
is recommended that advert should
be structured in such a way that will not deceive children and it should
perform the same functions as advertised to children while APCON should be
mindful of the need to protect the public from deceitful and moral
advertisements i.e advertisers should have respect for the minors by telling
the truth in their message to avoid cheating under age.
