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Running head: INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION
1 Final Project: Introduction, Review, and Methods Section
DeAuna Turner
Argosy University
August 8, 2017 INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION 2 Abstract
The purpose of this final research text is to provide clarity on whether young teenagers are
influenced. Studies have argued that children are especially vulnerable to advertising because
they lack the experience and knowledge to understand and evaluate critically the purpose of the
persuasive advertising appeal. Research will provide methods that will give more understanding
of the cause and effect. In, addition, the results from research will be from individuals of a
certain age, and gender.
Keywords: television advertisements, social media, INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION 3 Final Project: Introduction, Review, and Methods Section
There have been many assumptions that advertisements have a large influence on a
child’s behavior, that include self-esteem, love and hate today. However, I have found that
although television advertisement plays a role, studies have also shown that some individuals
suffer from low self-esteem and, loneliness and lack of parental supervision. And many other
psychological issues during adolescents (McClure, A., Tanski, S., Kingsbury, J., Gerrard, M., &
Sargent, J.2010).
Television is often associated with the influence of a child’s behavior and or social skills
or lack of social skills, understanding the effects that television has on a child and given the
exposure that they receive from the advertisements is a great concern. For example, research has
examined television advertising effects in a two-step flow of communication/influence; and more
recently, research on children and adolescents examined children's influence attempts as well as
parental mediating role of television advertising (e.g., Adler 1977; Moschis and Moore 1982).
Studies have shown that advertising plays an important role in a family as we live in age where
sometimes the television is the babysitter so in turn advertising is influencing the household
decision making. On the other hand, there are those who feel that advertising is a part of life and
children must learn to deal with it so that they can acquire the skills needed to function in
society. Some feel that parents should be involved in helping the child interpret advertising and
discuss how to interpret the advertisement. American life of teens is shaped by Television ads.
Results revealed that ninety percent of the daily television ads tend to influence the behaviors on
teens between the age of 14 and 17 (Coombs & Batchelor). While male teens would get so much
reactional to the world of music, movies and things to do with celebrities, female viewers would
be fascinated with fashion, beauty and affectionate issues. The article holds that television INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION 4 commercials have had a significant influence in the behavioral trends of these teens both
positively and negatively but somehow, the side effects of it outweigh positive gains. They strive
to ensure they really mimic the very characters used in the ad while holding on the fact that use
of a certain product or behaving in certain way is just prestigious.
Therefore, with this knowledge is it safe to say the television advertisement is the main
culprit of the child’s decision making?
Once the child leaves the house to attend school the peer influence plays a great role in the
development of the child’s social skills, alongside with the advertisements of television and
social media. Children are pressured from their peers each day of the does and don’ts, while this
can increase the child’s ability to become socially acceptable or to become socially deficient. The
fact remains that we can’t ignore that society has deemed image of what our peers see is highly
important. Society is constantly bombarding children with images of ‘attractiveness”
A research study was catered to females that suggested that females are under more influence
by advertisement wanting to be the perfect size, and this can be too due to low self -esteem and
anxiety. This suggest that all media advertisement is indeed a major influence one’s perception of
the right body, and is clearly sending a picture that this is what a young girl must look like to fit
into a certain group. (Williams, R., & Liciardello. (2014).
Methods
Participants
I would like to make sure that I have 12 female students and 12 male students from
several high schools in the Las Vegas area that will consist of freshman’s and seniors will be
asked to complete anonymous self-administered questionnaires. I would divide the 6 females INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION 5 that are freshman’s and 6 males that are freshman’s this would suggest the age difference and the
maturity level. My second group would consist of 6 females that are seniors and 6 males that are
seniors again the maturity level. Random schools were selected after careful review of the
demographics. Instruments
The design of the study will be a questionnaire. Therefore, the instruments that will be
implemented in this study would include a booklet, and survey form. Procedures
In this study, I would set a television set to infomercials and ask them to watch the
program for 40 minutes and to decide which of the ads were most appealing. After watching the
infomercials, I would call the first group of freshmen’s in and ask them which of the infomercial
appealed to them the most. Then I would administer the test questionnaire based on the
infomercials to the second group the seniors without asking them any questions. After the seniors
had finished the questionnaire I would asked them how did the infomercial affect their decision
making.
Ethical Issues
The ethical issue that could occur in this study is psychological. The television
advertisements are essentially capitalizing on the teenager’s insecurities, influences a poor diet,
impulse spending. The advertising market realizes it potential when advertising to teenagers that
can lead to a better sell of products however this has negative impact on society and the mental INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION 6 and physical health of teens. So, psychologist who are knowledgeable are encouraged to
communicate with parents and any professionals who work with children and youth. INTRODUCTION, LITERATURE REVIEW AND METHODS SECTION 7 References
Churchill, Gilbert A., Jr. and George P. Moschis (1979), Television and Interpersonal
Influences on Adolescent Consumer Learning, Journal of Consumer Research, 6
(issue). pp. 23-35.
Coombs, D. S., & In Batchelor, B. (2014). We are what we sell: How advertising shapes
American life ... and always has.
Dickens, C. (2010). Great expectations. Mineola, N.Y: Dover Publications.
Gabriel S (2006) The Impact of Television Advertisements on Youth: A Study. The IUP
Journal of Marketing Management 1-10.
Klass P (2013) How Advertising Targets Our Children. The New York Times.
Jamieson, P., & Romer, D. (2008). The Changing Portrayal of Adolescents in the Media
Since 1950. Oxford: Oxford University Press, US
Williams, R., & Ricciardelli, L. (2014). Social media and body image concerns: Further
considerations and broader perspectives.