IMPACT OF ANNOUNCEMENTS

food Pakistani television on children’s eating habits

by Malik Tariq Mahmood

INTRODUCTION means of audio-owned television family visual communication. It is capable of transmitting audio and video with a message from different species and for a variety of purposes. He has a strong influence on people, culture and other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance of around the world. The term can also be used explicitly to a television programming or television transmission. TV commercials have become one of the most effective and convincing, and most popular methods of selling products of all kinds.

In Pakistani culture, we need a deeper insight into the role of television and advertising to determine why they keep such a valuable object. Pakistan Television is a fixture in the nursery? S life, television is too well known to the children of family members faces. TV is always there to entertain the children and society, to talk, especially when no one else in the mood to play, or interact with them. They are increasingly exposed to different cultures, absorb new ideas and impressions about other cultures.

Many TV commercials are catchy jingles or phrases that appeal, which in the minds of viewers can live long after the duration of the campaign to generate sustainable. Today proliferation of advertising in our culture influence in society and our basic forms of life. Advertising can be one of the factors that contribute to shaping people be considered? Lives, their basic values and attitudes. But the real picture is different, depending Edger Advertising is the art of it all is about half truth.â

Advertising has in many ways observed :? ???? ? On television, newspapers, billboards, wall, video, Internet and other forms. The protection of children against the claim directly with the question of what effect akin observed on television. See the criticism of children’s television are you, what do you see for how long. Television advertising of food concern from parents, parents try to control the viewing habits of their children. Parental control of television, the number of hours a child, so that an impact on their health .1 todayâ

? s children are our future and unique in many respects from the previous generation. But perhaps the most important factor for children? S Health is television advertising. There are general concerns of the parents that television advertising has a negative influence, intentionally or not children’s pool? S health.

advertising is structured and paid for the participation of non-personal information, usually, and often convincing nature of the products identified by project sponsors through various media. Advertising agencies in a natural way to communicate a large number of people on their products. There is nothing wrong with that, because it allows ideas and innovative concepts will be shared with others. But have progressed over the years, advertising has become methods and techniques advance, drawing, design and even the creation of a consumer? S must, where it never previously had, or luxury necessities.2

mass advertising is not only a means to introduce and distribute products, but he does. It is an important mechanism in the ability of a relatively small number of giant corporations hold disproportionate power over the economy. These companies need to sell newspapers, magazines, radio, and not only their goods but to maintain their economic and political influence. The media are no longer neutral agents, merchants, but most of the gears in the mechanism of corporate gigantism, and they are not only necessary, but they are from the company’s history giants.3
held ADVERTISING

Advertising is as old as civilization itself. The beginnings of advertising are, of course, impossible to detect, but there are several examples of thousands of years. In the early days, signs were placed above the doors of commercial establishments, and later, the caller is an important advertising medium. Advertising is an integral part of the social environment of the early civilizations. But until the advent of mass marketing in the 19 Century, advertising played a minor role in the implementation of business.4

After the invention of the printing of flyers, posters and newspapers were used to increase the amount of product advertising. The development of rail transport should the advertising industry, its products to consumers who send away from the factories. Advertising is the national character, business television and newspapers are used to expand their markets.



food advertising effects on Pakistan Television children? A health system? Eating disorder and are obese and inactive. . The researchers in analyzing the impact of advertising food products on children’s health

interested OBJECTIVES The study was conducted, taking into account the following objectives:

i) to study children? s television viewing habits of Pakistani

ii) To know the effects of advertising on children’s pool? s Health

THE IMPORTANCE OF THE STUDY

While there are many recipients of the study, but the biggest beneficiaries are ????, parentsA personnel and advertising agencies. All parents want food vouchers for their children make for a healthy life. The results of the study show that parents help the effects of advertising on their children’s health and offset these effects.

literature review

This chapter is divided into five parts. The first section describes general issues relating to television advertising. The second part of the chapter is the theory of advertising to explain how the ads on children’s health and lives. The third part explains the role of advertising in society. The fourth section describes the health status of children and their BMI. The fifth part of the study examines the negative ads on the health of children aged 8 to 12.

Television is an important means of socialization and in the lives of children s pool ????. Many television commercials are the creations of the most brilliant minds, to encourage them to want to buy the advertised products. Evidence that is marketer for children assembly harmful. Almost every aspect of children’s pool? His life has been influenced by recent trends in advertising. Search advertising links to obesity and eating disorders increased in children because they are vulnerable to persuasive messages. According to media scholar Throat? Television has become inevitable and constant factor in the development of what we are and what we become.â? 1

children under eight years are unable to understand the messages critical of television advertising and are prone to accept advertiser messages as truthful, accurate and impartial. This can lead to bad eating habits by todayâ occupied? S Young. This is an important concern, as the most popular products for children’s cereals, sweets, drinks and snacks. The advertising for these products unhealthy food to young children contributes to poor eating habits that can last a lifetime and a variable in the current epidemic of obesity in kids.2

A TELEVISION ADVERTISING consumers exposed to advertising hundreds per day. You can take the form of posters, newspapers, TV commercials, etc. It actually appears is a very structured form of communication used, with both verbal and nonverbal elements from the filling space and format specific time determined by the sponsor. First, advertising is a message? a special kind of communication. Traditional advertising has been primarily a one-way street, but with todayâ? S of new interactive technologies that give consumers their views on advertisements in real time via the same channels as the sender. Most advertising will be a compelling? to win converts to a product, service or idea. Some offers, such as legal advice, shall be able to inform only, not convincing. But they are still ads because they are all the other requirements of the

definition.3 questions about advertising to children with certain advertising campaigns primarily related to children’s needs. Advertising cold drinks are usually represented at sports events and seen by millions of children, create the brand awareness and motivating children to buy. They were exposed to TV ads by more than 15 edible during a one-hour program, and when they watch television four hours a day, they have seen a production mean? S ad about 20 times in one session. This is not a graph. 15 on page 34

Advertising is the influence of persuasion and information about the behavior of the audience. Advertising is a marketing tool and can be used in combination with other marketing tools as sales promotion, personal selling tactics, or advertising. But the reality is different, depending Edger â? Advertising is the art of it all is about half ????

The impact of television advertising is the largest among the children. Both children and television advertising more senior group, and they are also deeply concerned about the addictive aspect of advertiser influence on their lives.

advertising to children is based on three concerns: first, we believe that advertising to promote the values and the surface is based on material possessions and consumption. Secondly, children are inexperienced consumers and considered easy prey for experienced customer advocacy. Third, advertising influences children’s demand for everything from toys, to nibble food.4

role of advertising

advertising plays an important role in the economy of a country. It helps sell ideas, goods and services. Advertising both reflects and affects our lifestyle, and thus plays an important social role. Advertising has to be so close to our lives, so it multi-dimensional communication needs of society. Businesses, unions, government agencies and politicians have used advertising to inform and convince people about its purpose.

Kapoor, the four points available for the role of advertising: First, country A’s gross national product is greater and the standard of living is higher than it otherwise? ?. Advertising creates jobs with a wider variety of products, and improve product quality and enhance the country’s economy. Secondly, the argument that advertising Kapoor an important role in informing consumers so that more intelligent decisions does exist on the market. Third, the basic principle that advertising company? S production costs per unit of production is lower because advertising increases demand for the company? S output, perform the advertising to a more efficient use of resources in the economy. Finally she said that advertising the positive or negative impact on the masses of leaves in general and on children. This impact must be changed after culture and environment.5

The above four points is an overview of advertising that advertisers want to reach. The same situation in Pakistan. No one can be able to explore all aspects of advertising on this level because of the obstacles, so many are, as the lack of resources, lack of time.

children? S HEALTH

all parents to observe and deeply aware of the health of their children in every society. But the parents are more to their children in the Pakistani society, because children are the future and they will help you to finance, when the parents retire. All parents want good food make for their children for their health and give them a good education to make a good citizen. Both parents work, because their standard of living, not wanting to improve within the meaning of the paragraph. 4. Some parents see children’s pool time? Activities to say what and when to eat? When and how they watch TV? Why did they obese and inactive? 6

In fact, the researchers examined the response of all these questions because these questions is primarily related to the study.

health experts are watching too much television to obesity – a health problem today. In television, children are very active in buying these products. They are also with advertising, to buy and eat unhealthy foods like chips bombed encourage, burgers, cakes etc and empty calories from soft drinks, which are often preferred snacks. Indirect advertising to let too much influence on the health of children. Even if children receive four hours of high quality educational programs on television in one day, they do not exercise, reading, socializing, or spending time outdoors means. But some studies have shown that reducing the amount of TV consumption by children has less weight gain and increased out lower body mass index, and make them inactive is not the best for their care7

Body Mass Index (BMI )

mass index (BMI) is used to estimate the weight of human health on average. A BMI of 20-24 is desirable for most adults. A person with a BMI 25 to 29.9 is considered overweight and a person with a BMI of 30 or higher is considered obese. Obesity is associated with an increased risk of heart disease, diabetes and other deadly diseases.

mass index (BMI) is often used to determine the desired body weight. BMI is a measure of an adult? S, based on height and weight as a metric is divided by height squared (kg/m2) calculated.

Body Mass Index is only a rough estimation of desirable weight, but the doctors recognize that many factors other than the altitude effect on weight. Weight can not solely as an indicator of fat, as in the case of a bodybuilder, a high BMI may have because of a high proportion of muscle, which weighs more than fat. Likewise, a person to be a sedentary lifestyle is a desirable weight range, but have excess fat. However, as the BMI is greater than the risk of developing a serious illness.

BMI Chart for Boys

mass index (BMI) percentiles for boys 2:00 to 20:00 years, so you can track your child? Growth curve and see if they are underweight, overweight, or simply.

BMI chart for girls

mass index (BMI) percentiles for girls 2:00 to 20:00 years, so you can follow your child’s growth curve and see if they underweight, overweight, or simply are.

What is Fat?

fats, or lipids, are nutrients in food, children’s pool? Body uses to build nerve tissue (like brain) and hormones. The body also uses fat as fuel. When fats, the children have eaten are not burned as energy or as building blocks, they are stored by the body in fat cells. It is a way of thinking about the body until after. By saving fat for future use, setting up times of food scarcity is planning just be

Fat gives flavor and texture of food could be, but it is also rich in calories, and excess amounts of fatty foods as surpluses of food business may cause health risks for many. For children and young people, desserts and snacks such as potato chips, chocolate, cakes, donuts, pastries and cookies are an important source of fat. Even the children of full-fat milk and meat are high in fat, such as meat fried and spicy. Of course, fast food and takeaways have more fat than home cooking and in restaurants tend to be deep-fried dishes of the highest in fat. Fat also often “hidden” in foods in cream, cheese, butter or sauces or dressings.

Although fat is an important part of a healthy diet, when the children eat the right kinds of fats, particularly from certain species of fish in the recommended amounts. Like carbohydrates in recent years, fat has wrongly accused of a? Bada ????. While some certainly better than others, some types of fat good for small children and an important part of a healthy diet.

Obesity increases the risk of developing the disease. According to the National Institute of Diabetes and Digestive and Kidney Diseases, nearly 70 percent of cases of heart disease in the United States, linked excess body fat and obese people more than twice as likely to develop hypertension. The risk of medical complications, especially heart disease, increases when body fat is distributed around the waist, especially in the abdomen. This type of distribution of upper body fat is more common in men than in women.8



A calorie is a unit for measuring the energy content of food and energy for usable to the body to maintain normal functions. If the calories from the food calories the body expends energy equal weight remains constant. But if a person consumes more calories than the body needs, the body stores these extra calories as fat, so that subsequent weight gain.

Obesity, a condition characterized by storage of excess body fat. The human body stores of course under the skin and fat around organs and joints. Fat is important for good health because they are a source of energy if the body does not have the energy to support the process of life, and it provides insulation and protection of internal organs. But the accumulation of too much body fat is associated with a variety of health problems. Studies show that people who are overweight or obese at greater risk, diabetes mellitus, hypertension, coronary heart disease, stroke, arthritis and certain forms of cancer.9

The causes of obesity are complex and just to name a few factors. Basically, obesity occurs when a person burns more calories than your body eats. Children have a probability of 80 percent obese overweight than their parents. Obesity in childhood and adolescence may be linked:

i) Poor eating habits
ii) over-eating habits
iii) the unnecessary use of cold drinks
iv) Non Food -Food and Nutrition />

The proportion of overweight children at an alarming rate. Overall, children spent less time exercising and more time with television and computers. And families now employs less free time to cook nutritious meals at home, prepare every day. From fast food to electronics, quick and easy seems to be the mentality of many people, young and old, are in the new millennium.



modern lifestyle has frozen the size of the family in the Pakistani society. The nuclear family is the place of the joint family. Lifestyle trends in the urban areas of Pakistan (rising incomes, more working, more working mothers and parents time-poor/cash-rich) tend to support their families, the guide children watching TV and eating more food unnecessary. In addition, the advertising industry makes junk food seem irresistible.

children, much of the Clock TV have trouble concentrating in school because they are accustomed, with all answers and instead invited to examine these questions. When children watch TV less, develops their imagination.

Unfortunately children are not adequate advice on what to do about it given. The media are not playing its role in the promotion of children? The rights and the difficulties they face in society. The authorities of Pakistan Television ignored on this side, and they can design programs based children? S requirements.

IMPACT children? S HEALTH

James suggests that â? Obesity in children comes from foods high in fat and low in fiber are. If the children eat, insulin not only increases the effects of dopamine pleasure chemicals (what the child wants to eat the same food), but also reduces the effects of the hormone leptons, these do what a child to eat, and less active? ?. 10

The TV also has negative effects, it creates problems for the eyes. It stops children from going out and playing with friends. This makes advertising buy things, even if they do not need. It can be tired and not concentrate on teaching.

LEAVE bad habits

Gerbner said that experts from many media in western countries, which continue to be deeply concerned about the commercial context of television. They argue that TV advertising is in effect on society, especially on the health of children and TV advertising is not on the air without reason.11

The impact of television on children has received much attention. Research suggests that children see television advertising as another form of programming and react blindly to his messages, which makes them particularly susceptible to advertising. He is also concerned about how children react advertising. Research shows that many children are wrongly influenced by this standard of health, are more satisfied with their bodies and eating disorders can in the pursuit of a slim figure to be developed. Advertise on daily life and eating habits, etc. Children and young people are influenced, consciously or unconsciously, by television commercials in Pakistan.

methodology

Every scientific discipline uses a special method in conducting research. This includes some assumptions and values that serve as justification (reasons) for the effort in search criteria and standards for the entire process. The basic aim of this study was to examine the negative effects of eating / disorder on the health of children. was used for this purpose, systematic sampling method. The sample size was limited to 30 children from 8? 12 years and their parents.

RESEARCH DESIGN

This study was based on a survey research? Impact of food advertising on television Pakistani children’s eating habits? Satellites in the city (B block) of the city Rawalpindi. The researchers used questionnaires and interviews for parents with children as a tool to collect data.

POPULATION

In this study, the age of 8 â? 12, and their parents in the city of Rawalpindi, the study population.

sampling technique and SAMPLE

random and convenience sampling in this research area to select the sample were applied. The frame was 30 children aged 8 to? 12, and their parents at the satellite town (B block) of the city Rawalpindi.

demographic variables are three demographic variables in this study are:

i) sex
ii) iii age
) Qualification

FIND

To achieve the objective has been carried out a study survey. The data were collected mainly from primary sources. It was designed a questionnaire for parents. Children’s Menu? S questionnaire was also used a structured interview.

DATA COLLECTION Data were collected by questionnaire and interview. Questionnaires were distributed to parents and managed personally by the researchers. Structured interview was conducted with all respondents in the sample of children.

data analysis and interpretation

In this chapter, the researcher analyzed data from the impact of advertising on children’s health. Data on the â? Impact of food advertisements on PTV children’s health were collected through a questionnaire that was specifically for this study. First and foremost, the procedure for passing statistics used to determine the relationship between knowledge and demographic variables (gender, age and qualification, and in the tables of the graphical data presented along with the interpretation.

Study appears in Figure 1, the majority of male respondents (34% was interviewed in the age group of 30 to 45 and women in the same group is 23%. The results showed that the majority of respondents both groups were young.

As shown in Figure 2, the majority of male respondents (20%) of the doctor, while 20% were their business, 10% of women surveyed were Govt. workers and 10% were housewives.

Figure 3 shows that 57% were male respondents and 30% of women are highly qualified. This