IMPACT OF TELEVISION ADVERTISEMENTS ON ADOLESCENTS A Study of Silchar

Abstract

Advertisements certainly inform the people and make them aware of different products and services and their usage in daily life. TV advertising plays a significant role in changing the consumer behavior. Advertisers target the vulnerable adolescents and make use of various appeals so as to persuade them to buy and acquire certain products. This exerts tremendous influence on the audience and this effect may vary from one person to another. Advertisements attract the young people and give a constant reminder about different products and thereby motivate them to buy those. Some of the advertised products are such that they are not actually needed but are only used for luxury. The ideas, as well as the visuals that advertisements spread, holds a great strength towards the social norms of a society. With the ever-increasing role of advertising in the society, it is essential to have an understanding of the positive as well as negative impact of advertisements among the adolescents. This research,therefore,tries to dig out the impact of Television advertisements on adolescents of Silchar town of Assam. A survey was conducted among 100 respondents to figure out how the advertisements influence the adolescents both positively and negatively. The research reveals that television advertisements persuade and motivate the adolescents to buy products that may not be of actual necessity. Alluring images, catchy taglines, and featured celebrities influence them to buy certain products in addition to provoking their purchase decisions. On a positive note, advertisements help them to adopt healthy habits and have brought changes in their thought process and life.