Impact of food advertising on television in Pakistan in their eating habits CHILDRENBy Tariq Malik MAHMOODINTRODUCTIONTelevision belongs to the family of audio-visual communication. It is capable of sounds and images of different nature and implementation of message transmitted by a variety of purposes. It has a strong influence on people, culture and other media. This is a telecommunication system used for transmission and reception of moving images and sound at a distance around the world. The term can also be used to refer specifically to a television set, programming or television transmission. Television commercials are one of the most effective, most persuasive and most popular methods of selling products of many kinds. In Pakistani culture, we must look more deeply into the role of television ads, and to assess why they have a value position. Pakistan Television is an integral part of the press conference of the children? S life. Television is as familiar as the faces of the children of members of the family. The television is always there to entertain and for companies that provide children, especially when no one else in the mood to play, talk or interact with them. They are increasingly exposed to different cultures are included, new ideas and impressions about other cultures. Many catchy commercial jingles or slogans that sustainable resource, which remains in the minds of viewers may well after the duration of the campaign to generate publicity. Today, dissemination of advertisements across our cultural influence on society and our basic patterns of life. Advertising can be one of the factors that peoplee way too? S are considered to contribute quality of life, values and basic attitudes. But the real picture is different, depending on Edger â? Advertising is the art of this process is half true. â? 1 Advertising is in many ways, he saw on television, newspapers, posters, walls, video, Internet and in many other ways. The protection of children from harm is directly related to the question of what impact associated observed by watching television. The criticism on television of children are, what they see and how long connected. Television advertising of food sources of parental authority, parents try to control the viewing habits of their children. Parental control of television is expected that the number of hours a child, the impact on their health is deeper. 1Todayâ? S Children are our future and unique in many aspects of the previous generation. But perhaps the most influential factor in the press conference of the children? S Health is advertising on television. There is general concern of parents that advertising on television has a negative influence on the press conference for children, intentional or not? Health S. Advertising is communication structured and composed non-personal information, usually for and usually persuasive in nature are charged to identify the products of the sponsors through various media. Advertising companies communicate naturally to a large number of people about their products. There is nothing wrong with that, because it allows ideas and innovative concepts to be shared with others. But over the years, advertising methods and techniques have progressed very well in advance, consumere design and creation? S needs, where previously there was no turning or luxury needs. 2mass advertising is no longer just a means of introduction and distribution of products, but it does. It is an important mechanism in the ability of a relatively small number of giant companies disproportionate power over the economy to keep. These companies need newspapers, magazines, radio, and not just sell products, but to preserve its economic and political influence. The representative of the media are no longer neutral merchants, but essential gears of the machine of corporate gigantism, and increasingly they are not only necessary, but are heard by the corporate giants. 3HISTORY OF ADVERTISING Advertising is as old as civilization itself. The early beginnings of advertising, of course, impossible to determine, but there are few examples of thousands of years. In the early days of shields were placed on the doors of establishments, and later the crier was an important advertising medium. Advertising is an integral part of the social environment of early civilizations. However, until the advent of the selloff in the 19 century advertising played a minor role in the implementation of business processes. 4 According to the invention of the printing of brochures, posters and newspapers were used in increasing amounts of advertising. The development of railway advertising allowed the industry to send their products to consumers, living far from centers of production. Advertising used and accepted as a national business people both in newspapers and television to expand their markets. STATEMENT PROBLEMTHE advertising of foodstuffs from Pakistan TV impact of the press conference of the children? S the health of a? Eating disorder and are obese and at idle. Researchers are interested in studying the impact of food advertising for the products in the health of children. OBJECTIVESThe study was conducted while pursuing the following objectives: i) Press Conference for children? S Televisionii viewing habits Pakistan) investigate to determine the impact of advertising in the press conference of the children? S OF STUDYAlthough healthSIGNIFICANCE study there are many receivers, but the biggest beneficiaries are ????, parents and agency staff. All parents want a good meal, they offer their children for healthy living. The survey results show parents about the impact of advertising on the health of their children and help them to offset this influence. LITERATURE REVIEWThis chapter is divided into five parts. The first part describes some general issues concerning television advertising. The second part of the chapter is to explain the theory of advertising, like advertising on children’s health and their lives. The third part explains the role of advertising in society. The fourth section describes the health of children and their BMI. The fifth part of the study examines the effects of negative ads on the health of children aged 8 to 12. Television is an important agent of socialization, which is present at the press conference of children? S life. Many ads are broadcast on television to convince the creations of brilliant minds, they are the ones who want to buy the advertised products. The growing evidence that marketing to children is harmful. Almost every aspect of the press conference of the children? S life was negatively affected by recent trends in advertising. Advertising Research more links to obesity and eating disorders in children, persuasive messages because they are at risk. According to media scholar Gorge â? The factor of television is inevitable and persistent in shaping who we are and what we are. â? 1The children under eight years are not able to capture a critical television advertising messages and are prone to accept as a news provider truthful, accurate and impartial. This can lead to poor eating habits, for example, Today? Youth S. This is a critical issue because the most common products marketed to children’s cereals, candies, sweets, sodas and snacks. The advertising of these unhealthy foods to children contributes to poor eating habits that will last a lifetime and can be a variable in the current epidemic of obesity in children. 2 TV ADVERTISING exposed consumers hundreds of advertisements each day. You can take the form of posters, newspapers, television ads, etc. There seems to be in reality a highly structured form of communication used, employs two verbal and nonverbal elements, which are assembled in space and time to fill specific format determined by the sponsor. First and foremost, communication is advertising? of a special type of communication. Traditional advertising is mainly a one way street, but with today? S interactive technology to consumer feedback in order to provide advertisements in real time through the same channels as the sender. Most advertising is designed to be persuasive? To win becomes a product, service or idea. Some displays, such as legal notices, only to inform, not persuade. But there are advertisements, they are all the other requirements of the definition. 3 The issues on advertising aimed at children, associated with certain commercial campaigns primarily targeting children. Cold drinks ads are commonly shown during sports events and seen by millions of children, create brand awareness and motivating children to purchase. Were exposed to more than 15 food television ads for a one-hour program and if it is 4 hours a day watching television he saw a product? AD S 20 times in one session. This is the graphical representation of which are not mentioned. 15 34. On the advertising is persuasive and informational influence on the conduct of the hearing. Advertising is also a marketing tool and as a sales promotion, personal selling tactics are used, or advertising, in combination with other marketing tools. But the real picture is different, depending on Edger â? Advertising is the art of this process is half true. â? The impact of television advertising is the greatest among children. Children, like TV commercials more than older age groups, and are also deeply concerned about the description of the poster catchy influence in their lives. Advertising to children is based on three concerns: first, it assumes that founded the advertising support only superficially and values material goods and consumption. Secondly, children are the consumers’ experience and an easy prey for the conviction to demand from advertisers. Third, the demand for advertising to children affects everything from toys, refreshments. 4 The role of advertising Advertising plays an important role in the economy of a country. It helps in the sale of ideas, goods and services. The advertising reflects and affects our lifestyle, and therefore plays an important social role. Advertising is so close to our life, therefore, is multi-dimensional communication needs of society. Business enterprises, trade unions, government agencies and political leaders to recruit successful advertising to inform and convince people about its purpose. Kapoor are the four points of the function of advertising: First, the countries? S Gross national product is higher and living standards are higher than otherwise. Advertising creates jobs with a wide variety of products and improve product quality and increase the country’s economy. Second, Kapoor argument that advertising plays an important role in informing consumers that the smartest decisions are made in the market. The third reason is that advertising is the company? The production cost per unit of product s is lower, as advertising increases demand for the company? S output, yes, advertising leads to more efficient use of resources in the economy. Finally, says that advertising can positively or negatively affect the masses in general and to children. These effects change depending on the culture and environment. 5The above four points are complete picture of advertising that advertisers want to reach. The same situation is in Pakistan. So no one may be able to explore all aspects of advertising at this level, because there are many obstacles, including lack of resources, lack of time. Children’s Press Conference? S HEALTH All parents and acutely aware of the health of their children seen in the whole society. But parents are connected with their children in Pakistani society, because children are the future, and they will help with finances, when parents go into retirement. All parents like good food, their children look after their health and proper education, where he was a good citizen. Both parents work, because they want to improve their standard of living, which is the graphics are not mentioned. 4. Sometimes parents see the press conference about children? The activities of S i. e. what and when to eat? When and how to watch television? Why are all lazy and overweight? 6 In effect, the researchers studied the response to all these questions, because these issues are mainly related to the study in context. Health experts have linked excessive television before obesity – a major health problem today. While television are not allowed to children to buy these products. Moreover, they are bombarded with messages advertising is bought and to promote unhealthy foods like potato chips, hamburgers, cakes, etc., and empty calories to eat refreshments, snacks often preferred. Advertising can be a lot of indirect influence on the health of children. Even if children up to 4 hours depending on the quality of educational programs on television in a day, ie not exercising, reading, socializing, or spending time outdoors. However, some studies have shown that a reduction in the amount of TV children less weight gain and increased body mass index was lower, and expected, that is no better for your health. 7BODY body mass index (BMI), body mass index (BMI) is used to estimate the average weight of healthy people. A BMI of 20 to 24 is suitable for most adults. A person with a BMI of 25 to 29 9 applies as overweight, and a person with a BMI of 30 or more is considered obese. Obesity is associated with an increased risk of heart disease, diabetes and other life threatening diseases. Body Mass Index (BMI) is often used to determine the desirable body weight. The BMI is a measure of an adult? S weight relative to height and is calculated as the metric weight divided by height squared (kg/m2). Body mass index is only a rough estimate of weight is desirable, but doctors recognize that there are many other factors influence weight in addition to height. Weight alone is not an indicator of fat, as in the case of bodybuilders who may have a high BMI because a high percentage of muscle tissue, which weighs more than fat. Similarly, a person may be desirable, with a sedentary lifestyle, in a weight range, but have more fat tissue. However, higher BMI is greater than the risk of serious disease. BMI chart BoysBody mass index (BMI) percentiles of children between two and twenty years, so their entitled Child? S growth curve and see if they were underweight, overweight or just right. BMI chart GirlsBody mass index (BMI) percentiles of girls between two and twenty years, so you can control your child grow and see if underweight, overweight or just right. What is fat? Fats, or lipids, are nutrients in food, the press conference to children? S body uses to build nerve tissue such as brain hormones () y. The body also uses fat as fuel. If fats that children have not eaten, burned for energy or for use as building blocks, which are stored by the body into fat cells. This body of thinking ahead: By saving fat for future use of the body for times when food may be scarce plans. Fat gives flavor and texture of food, but also high in calories, and excess amounts of fatty foods, as with excessive amounts of food can cause health risks. For children and teens, desserts and snacks such as crisps, chocolate, cakes, donuts, cakes and biscuits are an important source of fat. Children are also the fat of whole milk products and fat-rich foods like meat fried and spicy. Of course, fast food and takeaway meals tend more fat than home cooking and in restaurants, fried dishes are the highest in fat content. Fat also often “hides” in foods as cream sauces, cheese, butter or dressing. However, however, fat is an important component of a healthy diet, when children eat the right kinds of fats, especially certain kinds of fish in the recommended amounts. Like carbohydrates in recent years, fat, accused of a misdemeanor? Bada ????. Although some are definitely better than others, certain kinds of fat is very good for teenagers and children is an important component of a healthy diet. Obesity increases the risk of developing diseases. According to the National Institute of Diabetes and Digestive and Kidney Diseases, nearly 70 percent of cases of heart disease in the United States, excess body fat and obese people development partners more than twice the risk of hypertension. The risk of complications, especially heart disease, increases when body fat is distributed around the waist, especially in the stomach. This type of distribution of upper body fat is more common in men than in women. The calorie is 8CAUSES OBESITY use the device to measure the caloric value of foods and maintain usable energy for the body for normal functions. When the calories from food intake equal the calories your body uses, weight remains constant. But if a person consumes more calories than your body needs, the body stores these extra calories as fat, resulting in additional weight gain. Obesity, disease, based on stored body fat. The human body naturally stores fat under the skin and around organs and joints. Fat is essential for good health because it is a source of energy when the body lacks the necessary energy for life processes, and provides insulation and protection of internal organs. But the accumulation of excess body fat with a variety of health problems. Studies show that people who are overweight or obese are at greater risk of diabetes mellitus, hypertension, heart disease, stroke, arthritis and some cancers. 9 The causes of obesity are complex and involve several factors. Basically, obesity occurs when a person eats more calories than your body burns. Children have a 80 percent chance of being overweight if their parents are obese. Obesity in childhood and adolescence may relate to: growing i) poor eating habits ii) the habits of overeating iii) The unnecessary use of the Cold drinksiv) Food Non-Food Foodvest) Food Homepage The proportion of children overweight at an alarming rate. By and large, children spent less time exercising and more time watching television and computers. And today’s busy families have fewer free moments to prepare nutritious meals and home every day. From fast food to electronics, quick and easy seems to be the thinking of many people, whether young or old, in the new millennium. THE IMPACT OF ADVERTISING modern lifestyle has frozen family size in Pakistani society. The nuclear family has taken place in the extended family. Urban lifestyles in Pakistan (rising incomes, longer working hours, more working mothers and fathers time-poor/cash-rich) tend to their families keep the child unnecessarily in front of the television and increased consumption of food support. In addition, the advertising industry makes junk food seem irresistible. Children who watch too much TV have trouble concentrating in school because they used to give answers to questions instead of thinking about issues. When children less television, their imaginations grow. Unfortunately, children do not belong to the head, what to do. The media does not play its own role in promoting the press conference of the children? The rights and the difficulties they face in society. The authorities in Pakistan Television ignore this page and you can design programs for children from press conferences? The requirements of S. IMPACT Children Press Conference? S HEALTHJames proposed that one? Childhood obesity comes from the foods that are high in fat and low in fiber. When children eat these foods, insulin not only increases the effect of the pleasure chemical dopamine (when the child wants to eat the same food), but also reduces the effects of hormone leptons, so that the child wants more and eat less activée ????. 10Television and negative effects, creates an eye disease. He stops the children out to play with friends. The publicity, buying things, but not necessary. It is tired and can not concentrate on teaching. LEAVE continue unhealthy HABITSGerbner said many media professionals in Western countries who have deep concern over the trade of television programs. They argue that TV advertising to make an impact in society is, especially in the health of children and television advertising is not in the air for no reason. 11The influence of television on children has received much attention. Research suggests that children see on television advertising as another form of programming and critical response to their messages, which makes them particularly susceptible to advertising. Also concerned about how children respond to advertising. Research shows that many children are not unduly influenced by this standard of health, have become dissatisfied with their bodies and eating disorders may, in search of a slim figure. Receive adverts in daily life and eating habits, etc. Children and young people influenced, consciously or unconsciously, by advertising on television in Pakistan. RESEARCH METHODOLOGYEvery scientific discipline that uses a particular method in conducting research. This includes some of the assumptions and values that serve as justification (reasons) for the efforts of research criteria and standards for the entire process. The main objective of this study was to investigate the negative effects of eating habits / disruption of children’s health. To this end, using the systematic sampling method. The sample size was limited to 30 children aged 8, one? 12 years and their parents. RESEARCH DESIGNThis study was survey research on? Impact of food advertising product of Pakistan Television on the eating habits of children press conference? Ciudad Satellite (B-block) from the city of Rawalpindi. The researchers used questionnaires to the parents and interviews with children as a tool to collect data. POPULATIONIn this study, children 8 years? 12, and his parents were in Rawalpindi, the study population. SAMPLE AND sampling technique of random sampling techniques and comfort in this study were used for sample selection. The selection was based on 30 children aged 8 years? 12 and their parents in a satellite city (Block B) in the city of Rawalpindi. VARIABLESThere population in this study, three demographic variables: i) Genderii) Ageiii) QualificationRESEARCH INSTRUMENTSIn to realize that the goal of a survey study was conducted. Data were collected mainly from primary sources. It has developed a questionnaire for parents. Children’s Press Conference? S questionnaire was also used for structured interviews. DATA COLLECTION Data were collected through questionnaires and interviews. The questionnaires were distributed to parents and managed by scientists themselves. The structured interview was conducted for all children of respondents in the sample. Data analysis and INTERPRETATIONIn this chapter, researchers analyzed data on the impact of advertising on children’s health. Data on the â? Impact of food advertising product of the PTV for the health of children were using a questionnaire that was developed specifically for this study, collected. Mainly crosstab statistical method is applied to the relationship between demographic variables, i. e. to investigate (sex, age and ability levels, and the graphics data tables submitted alongwith the interpretation. As shown in Figure 1 form the majority of men surveyed (34% fall in the age group of 30 to 45 and of women surveyed in the same groups of 23%. The results showed that most respondents in both groups were young. As shown in Figure 2, the majority of men surveyed (20%) was a doctor while 20% of their business, 10% of women surveyed were Govt. employees and 10% were housewives. Figure 3, showed that 57% were male and female respondents 30% highly qualified. So , respondents were males with higher qualifications, compared with women. Figure 4 documents the monthly income of the parent respondents. As is clear from the graph that male respondents include low-income families, compared with women surveyed. As shown in Figure 5, this shows the family composition of respondents, the majority of respondents, the four members of his family. As shown in Figure 6, all parents interviewed regularly PTV. As shown in Figure 7, most (13%) of the men interviewed saw PTV in the afternoon and evening compared to the women surveyed, which shows to see in the morning on Pakistan Television and liked the afternoon. Figure 8, which most parents watch television in Pakistan for 2 to 3 hours. Figure 9 that all children surveyed were regular visitors to the Pakistan Television. The results of Table 10 shows that children as the television at night usually, but reflects some respondents like to see in the afternoon too. As in Figure 11, the majority (30%) of respondents for children PTV watches more than four hours a day. According to data collected were children between 8-12 years of heavy viewers of PTV. Actually, this issue, because the TV for a long time, which creates more than five hours on adverse health effects, especially children have between 8-12 years. The results in figure 12 shows that the majority (33%) of children who are respondents to see how children and parents competitions. Exhibit 13-run shows that parents take their children to PTV see the latest information purposes and entertainment. Figure 14 clearly allows men interviewed felt tired when they see PTV by more than 3 to 4 hours, but got bored surveyed, this means that women wanted more than four hours to see . As shown in Figure 15, the majority of respondents (40%), and saw the ads about 15-20 and 20% over 25 ads in one hour. This means that during a one-hour program, a lot of food products advertised on PTV, encouraged children to buy these products on their own, or ask their parents to buy the same for them. As shown in Figure 16, most parents and the children of respondents in general, liked to buy cold drinks, but some children said they also like to chip-type products, and buy to increase. These products are fats in the body, especially in children, because age is
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