Pester Power Effect of Advertising

Abstract

The Paper touches upon a sensitive issue of rising consumerism in children owing to the flood of new TV programming presents gleaming images of a consumer culture at odds with the realities of most Indian children. Advertisers in India are frankly preparing children to become dutiful consumers in a society riddled not just with economic problems but also with social and cultural patterns that defy the entry of modern gadgets such as washing machines. There are several ads that could be detrimental to children either because they encourage them to act in an unsafe manner or because they propound questionable values. Some also misrepresent information. The second issue that the paper addresses is premature brand learning that plays an important role in future brand selection behavior. The third issue addresses the childrens’ culture, which is over dominated by technologically mediated entertainment and advertising. Indeed, in their culture advertising and entertainment are converging....