Attitude of Mothers Towards TV Ads: A Comparison of Working And Homemaker Mothers
Volume: 17 Number: 1 Year: 2017
Purpose: To study the attitude of working and homemaker mothers towards TV advertising and its effect on their children.
Methodology: Self structured questionnaire and convenience sampling technique was used for data collection. The Sample comprises of 400 mothers (age: 25 to 45 years) of children (age: 8 to 16 years). The response was generated regarding 32 statements related to different aspects of TV advertising measured on a five point Likert Scale.
Findings: Factor Analysis of working mothers revealed 8 dimensions while homemaker mothers revealed 7 dimensions. Both mothers find TV ads informative for their children. The attitude of working mothers is more liberal and favorable towards TV ads than homemaker mothers. While, working mothers are bothered about ads being persuasive and materialistic; homemakers find TV ads featuring adult content and unhealthy eating habits worrisome.
Research limitations: Although there is a possibility of applicability of the conclusions about attitude towards TV ads to other parts of the country, no such general applicability beyond the respondents of Punjab is claimed. The sample selected comprises of urban and economically stronger population.
Value of Paper: This study is useful for both ad-makers and policy-makers. TV ads have indelible influence on children as they are the most impressionable segment of the TV viewing population. So, ads should be such that they achieve higher sales but also leave a positive impact on young minds.