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Family, Community and Consumer Research Use of Stimulus by Advertisers on Food Products for Children

Author Affiliations

  • 1Department of Family and Community Resource Management, Faculty of Family and Community Sciences, The Maharaja Sayajirao University of Baroda, Vadodara, Gujarat, INDIA

Res. J. Recent Sci., Volume 3, Issue (IVC-2014), Pages 108-111,(2014)


Advertising is a multi-billion dollar industry with one main goal: persuading people to buy products.Advertisers present their products in the most appealing way by using celebrities to endorse a product. This increases children's liking for a product children are targeted just as any other market, and, like adults, are subject to particular techniques used by advertisers to enhance their brands. Thus, to identify the stimulus utilized in advertisements enforcing the purchases made for the child into the family, the present study was undertaken. The unit of enquiry were the mothers and their children, 144 each in number belonging to different families. the data was collected through interview schedule which concerned information on the stimulus utilized in the advertisements targeted on children. Stimulus for the present study were the elements used in the advertisements to attract children such as cartoon characters, celebrity endorsements, emotional appeals etc. The findings revealed that majority of children liked the advertisement of “Health Drink A” because of the qualitative aspects. Similarly the advertisement of “Milk Product A” appealed because of the qualitative aspects used in the advertisement. the advertisements for biscuits also appealed to the children because of the “Qualitative aspect” used as a stimulus in the advertisement. Amongst the advertisements related to chocolates i.e. “Choc I” and “Choc D” was found to induce demand for purchase because of “Qualitative aspects”. “Qualitative aspects” was the stimulus which influenced the demand for the purchase of most of the products. The findings of the study will help the parents and school authorities to create awareness amongst the children for avoiding the negative persuasion of advertisements.


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