CHAPTER ONE

                        INTRODUCTION

1.1  Background to the Study

It will be safe to say that advertising has become an integral part of our life and society such that we cannot imagine any event, newspaper, magazine, TV serial, Cinema, etc. without advertising. Due to the powerful influence of advertising, companies spend lots of capital on the advertisement to stimulate sales and influence consumer’s buying behavior. The term advertising is derived from the original Latin word ‘advertere’ which means ‘to turn’ the attention. Every piece of advertising turns the attention of the readers, listeners, the viewers or the onlookers towards a product or a service or an idea. According to Dilogini and Shivany (2015), advertising is a form of communication intended to promote the sale of a product or service to appreciate

lic opinion, gain political support or to advance a particular cause. Bovee and Arens (1982) as cited by Sambe (2013) defined Advertising as a non- personal communication of information paid for and usually identified with the sponsor through the various media.

  Television advertisement remains the primary medium of food and beverage promotion to youths (Landon, 2013) and constitutes the greatest child-targeted food advertising expenditure in many countries (WHO, 2017). The strength of television advertisement is attributed to its high reach, ability to demonstrate, high impact medium and prestigiousness. As a result, television advertisement attracts its viewers with images and graphics. When taking children into consideration, children are more interested in advertisements and their music, they identify the advertisement when the music starts to play. Indomie noodles advertisement is so powerful that children are able to sing along.

According to Bryman and Bell (2011), television advertising is the most influential media even when there is no acting of purchase, the product still remains in our consciousness. Similarly, television advertisement impacts attitude, values, customs, norms, ethnicity, culture, religion and some other behaviors. According to Belk and Pollay (1985) and Kumaran (1987) cited in Dilogini and Shivany (2015), sometimes television advertisements may change our lifestyle; especially children's attitudes. Television advertising exposure is positively related to children’s purchase requests which lead to an increased number of product denials from parents and may cause conflict between parents and children (Buijzen & Valkenburg, 2003).

  On the other hand, children’s food choice is defined in terms of food knowledge, preferences and behavior. Food promotion is having an effect on children’s preferences, purchase behavior, and consumption pattern. Hastings et al, (2003) suggest that such an effect is independent of other factors and operates at both a brand and category level. The study of Lewis and Hill (1998) cited in Haroon, Qureshi, Zia-ur-Rehman, and Nisar (2011) showed that food is the most advertised product category on children’s television. This explains why advertising creators are using child actors in their advertising strategy. Children react very positively to this. Children can easily identify the advertising character that appears to be similar to them in age and lifestyle (Kinsey, 1987 cited in Dilogini & Shivany, 2015).

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