A STUDY OF OPINION AND SKEPTICISM OF ADOLESCENTS TOWARDS T.V. ADVERTISING
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Date
2013
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Punjab Agricultural University
Abstract
he present study was conducted to study the opinion and skepticism of adolescents towards
T.V. advertising. Opinion and skepticism of selected adolescents towards T.V. advertising was
studied with the help of two structured questionnaires. The opinion of the respondents was studied
with the help of scale developed by Pollay and Mittal in 1993. It is a thirty item scale which studies
the three Personal use factors i.e. product information, social role and image, and hedonic/pleasure
and four societal effects i.e. good for the economy, materialism, value corruption, and falsity/no
sense. Skepticism of adolescents towards T.V. advertising was studied with the help of a 9 item scale
developed by Obermiller and Spangenberg in 1998. The total sample size of 200 adolescents was
selected taking 40 students each of class 8th to 12th from 4 schools in Ludhiana City. It was found that
the opinion of adolescents towards advertising was quite favourable. Not much skepticism prevailed.
They consider advertising to be informative keeping them up to date and entertaining. Although they
did believe that advertisements make the society materialistic and corrupts their values
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Keywords
advertising, materialistic