Persuading the Vulnerable: A Study of the Influence of Advertising on Children in Southern Nigeria

Chima, Onyebuchi Alexander and Anorue, L. I. and Obayi, Paul Martins (2017) Persuading the Vulnerable: A Study of the Influence of Advertising on Children in Southern Nigeria. IMSU Journal of Communication Studies., 1. pp. 1-12. ISSN 2682-6321

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Abstract

In today’s world of advertising, children and youths seem to have more decision-making powers as they represent a significant market to advertisers. Modern advertisers no longer rely on persuading parents to buy products for their kids; rather they target their adverts directly on children/youths. Based on this, the study investigates the influence of advertising on children/youths buying decision in southern Nigeria, using cultivation theory as the bases of its argument. The study employed survey research design, with questionnaire as its instrument. Findings revealed that pictures, graphics and sound effects are the major factors that attract children in advertisements. It was also revealed that, to a large extent, children are influenced by advert messages and they in turn influence the buying behaviour of their parents. The study recommended that parents should monitor and explain the intent of advertisement to their children, in order to reduce some of these influences.

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Management and Social Sciences
Depositing User: mrs chioma hannah
Date Deposited: 29 Sep 2019 11:27
Last Modified: 29 Sep 2019 11:27
URI: http://eprints.gouni.edu.ng/id/eprint/2196

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