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@article{168410,
        author = {Dr. Vikas Jain and Dr. Sanjay Payasi},
        title = {Analyzing the Role of TV Advertising in Shaping Children's Attitudes towards Materialism},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {5},
        pages = {904-908},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=168410},
        abstract = {Television advertising plays a significant role in shaping children's attitudes and behaviors, often promoting materialistic values. This study investigates how TV advertising influences children’s attitudes towards materialism, examining the extent to which exposure to commercial content fosters materialistic tendencies among young viewers. The research involved a sample of 200 children aged 8 to 13 years from various schools in Bhopal, India. A mixed-method approach was used, combining structured questionnaires with focus group discussions to gain a comprehensive understanding of children's perceptions of materialism as influenced by TV ads. The findings reveal a strong correlation between the frequency of exposure to advertisements and heightened materialistic attitudes in children, driven by the desire to acquire advertised products and the perception that owning such items equates to social status and happiness. The study highlights the need for parents and educators to mitigate the impact of TV advertising on children's values by fostering critical thinking skills and promoting non-materialistic values. Future research should explore the long-term effects of advertising on children's materialism and the role of media literacy programs in reducing the susceptibility of children to commercial messages.},
        keywords = {TV Advertising, Materialism, Children’s Attitudes, Consumer Socialization, Media Influence.},
        month = {October},
        }