FEDERAL UNIVERSITY LOKOJA

FACULTY OF SOCIAL SCIENCES

DEPARTMENT OF MASS COMMUNICATION

COURSE CODE: MCM 405

COURSE TITLE: ISSUES IN BROADCASTING

THE EFFECTS OF TV ADVERTS ON CHILDREN: A STUDY OF

INDOMIE NOODLES

BY
GODWIN OLORUNMAYE
SOS19MSC040

SUBMITTED TO
DR. C.L. NWOSU

MARCH, 2024

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1.1 BACKGROUND OF STUDY
Television advertisements hold a significant influence on children's behavior and lifestyles.
Approximately 76 years ago, in 1928, the United African Company introduced advertising to
Nigerian commercial life, focusing on eradicating foreign ads and promoting new services.
During this time, little attention was given to understanding the impact of advertising on
children. In the United States, similar concerns emerged, with limited research on the effects of
TV ads on children. The focus primarily centered on studying how TV programs affected
children, neglecting the examination of advertisements. Only in recent years has there been a
growing awareness of the need to protect children from potentially harmful advertising on
television.
In 1969, the National Association of Broadcasters in Britain took steps to regulate toy
advertisements on television to children, marking an early recognition of the issue. However, it
was later that children's television became a significant national concern. Presently, both industry
and government policymakers widely accept the principle that children are a special audience
deserving protection from certain types of advertising. The concern over the effects of TV ads on
children gained momentum in the early 1970s, thanks to consumer groups like Action for
Children TV (ACT). They, along with other organizations, drew attention to the accumulated
research evidence showing the potential negative effects of TV ads on children. Despite the
acknowledgment of these concerns, it is worth noting that there remains a scarcity of
comprehensive research and understanding of the extent to which television advertising impacts
children. The available information underscores the need for more thorough investigations to
address this gap and formulate informed policies for the protection of children in the area of
advertising. T.V. commercials usually play a role in either introducing a product reinforcing the
familiarity to the product and also convincing to purchase the product. Indomie advertisements
are among the most visible of the marketing strategy and have been the subject of a great deal of
attention in the last ten to fifteen years. Advertisement cannot only change emotions but give
subliminal message. Advertising today seems to be everywhere and ever present exerting a far-
reaching influence on the daily lives of people. Advertisements develop self-concepts in order to
induce purchase decisions. Television advertising employs attention grabbing trick such as
catchy and pleasing music, lyrics, Jingles, humor and repeated messages. The impact of the
advertisements is more on television than the print media or radio.

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1.2 STATEMENT OF RESEARCH PROBLEM
The problem associated with the effects of TV adverts on children can be social, economic, and
psychological. According to Earl and Martins (1977), the social problems associated with it
includes, tendency towards drug and violence, imitation of stereotypes seen on TV and a general
tendency towards crime. In terms of economic costs, it involves the more money required to deal
with its undesirable effects. Studying the “Incidence of drug abuse among Nigerian youths”,
Jorgenson 1 (1988) found that other long-term problems which TV adverts might have on
children and the family at large include shattered homes, wreckage on the child and increased
societal lawlessness and crime. Jorgenson further pointed out that such adverts give the child the
feeling that whatever is presented in a TV advert is the absolute truth.
Dr. Theophilus Okoro2 of the psychiatric hospital Enugu addressed the issue, in a paper
titled “Advertising, that benefits for children”, Dr. Okoro observed that TV advert has the ability
to make the child less his true sense of personal judgment. He cited the Coca-Cola advert as a
typical example in which children that has been exposed to the advert for a long time to regard
and identify every soft drink as simply Coca-Cola. Libert et al (1973) have linked these
behaviors to the amount of time children devote to watching TV. A study conducted in America
by Wright et al (1978) has discovered that the typical child spends more of his or her time in the
company of the TV set. Such children have been found to exhibit such characteristics as reciting
off hand the jingles associated with the adverts and at times acting in synchronization with the
actors as the advert is relayed on TV. The effects of TV commercials on children give more
concern on realization that many kinds of behavior exhibited by children are learned by
observation. Bandura (1969) has pointed out the increasing resemblance of children’s social
behaviors to that of adult models, parents and TV stars. Because the child’s age and level of
reasoning cannot enable the child to efficiently evaluate information he is exposed to, he/she
seems to evaluate these aspects of life that seem ideal to his own aspirations. Thus, the influences
and effects are made on the aspirations. Thus, the influence and effects are made on the child
unconsciously, perhaps this is why Wright et al (1978) have cautioned; “children being
vulnerable to influence their case warrants especial consideration”.
It is based on these that the effects of TV advert on children require an independent and
serious study since adverts influence on the child will affect the family and society at large.
Edmiston (1974) has noted that the wish of parents that their children grow into responsible and

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influential members of the society is shattered when children come into direct contact with
external stimuli in their environment. He has identified TV with his borage of adverts and
Programmes as an essential instrument in this formation, noting that the entire societal ecology-
from TV to packaged foods are responsible for the child’s future personality. Some researchers
are however undecided on the actual effects of TV adverts on children. Wright et al contend that
determining whether TV advert does or leads to the corruption of children by instilling values
which are not acceptable in our society is a difficult assignment”. Wrights’ assertion further
show why it has become more imperative to really establish the actual effects of TV adverts on
children. The problems that lead to the study of the impact of television indomie advertisement
on children are numerous; children nowadays tend to respond adversely to the advert they watch
on the TV and whenever they wish to buy a product or service, they usually refer to the view on
the advert watched on TV. Television advertising targeting children has become ubiquitous, and
concerns have arisen regarding its potential impact on young minds. One specific product under
scrutiny is Indomie noodles, a popular instant noodle brand.

1.3 OBJECTIVES OF STUDY

The primary objectives of this study are:

1. To analyze the influence of Indomie noodle TV adverts on children's preferences and

choices.
2. To examine the impact of these advertisements on children's nutritional awareness and
food habits.
3. To assess the psychological and behavioral effects of Indomie noodle commercials on
children.

1.4 RESEARCH QUESTIONS

1. To what extent do TV adverts for Indomie noodles influence children's preferences and
choices?
2. How do these advertisements impact children's nutritional awareness and food habits?
3. What psychological and behavioral effects do Indomie noodle commercials have on
children?

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1.5 SIGNIFICANCE OF STUDY

This research is significant as it contributes to the existing body of knowledge on the impact of
TV advertising on children, with a specific focus on a widely-consumed product, Indomie
noodles. The findings will enhance our understanding of the potential consequences of such
advertising on children's preferences, nutrition, and overall well-being. Additionally, the study
may inform stakeholders about the importance of promoting responsible and ethical advertising
practices, especially when targeting a young and impressionable audience.

1.6 SCOPE OF STUDY

The scope of this research is delimited to the examination of the effects of TV advertisements,
specifically those related to Indomie noodles, on children. The research centers on children
within a specific age range, considering their susceptibility to advertising influence. The study
may target children aged 5 to 12 years, acknowledging the developmental stage where media
impact is often heightened. The investigation is geographically confined to Lokoja, Kogi State.
The study primarily considers the impact of Indomie noodle advertisements during summer
Holidays. The research concentrates on television as the primary medium for advertising
exposure.

1.7 DEFINITION OF KEY TERMS

1. TV Adverts: Commercial messages or promotional content broadcasted on television

with the aim of promoting a product, service, or brand.

2. Indomie Noodles: A brand of instant noodles manufactured by Indofood, a company

based in Indonesia. Indomie noodles are widely consumed globally and are known for

their convenience and quick preparation. Indomie Nigeria is a unique brand of Instant
Noodles, loved by a majority of Nigerians. It has grown to become a household name in
Nigeria owing to its delightful taste and wholesomeness. Transcending across all age
groups, the brand has managed to win over the hearts and taste palates of both the young
and the ol

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 3. Children: Individuals within the age range of infancy to adolescence, typically
categorized as being between the ages of 0 to 18 years old, depending on cultural and
legal definitions.

4. Preferences and Choices: Refers to the decisions and inclinations made by individuals
based on their likes, desires, and personal tastes.

RESEARCH METHODOLOGY

3.1 Research Design

According to Sambe (2005, p23), "a research design is a plan for collecting information about
whatever it is that we want to study, having in mind the purpose the study set out to achieve".
Research design is the overall plan for conducting a research study. It specifies the research
questions or hypotheses to be addressed, the methods to be used, and the procedures to be
followed. The research design also takes into account the ethical considerations involved in the
study. Creswell, (2014).

The research design employed for this study is a mixed-methods approach, combining both
qualitative and quantitative methodologies. This approach allows for a comprehensive
exploration of the effects of TV adverts for Indomie noodles on children, incorporating both
numerical data and qualitative insights. The qualitative aspect will involve in-depth interviews
and focus group discussions, while the quantitative component will utilize surveys and content
analysis of the advertisements.

3.2 Research Method

The research method for this study is primarily quantitative, focusing on the collection and
analysis of numerical data. The study aims to systematically investigate the effects of TV adverts
for Indomie noodles on children through a structured and quantitative approach.

Quantitative data will be gathered through standardized surveys administered to children aged 6
to 12 years. The surveys will include closed-ended questions designed to measure specific
variables such as preferences, awareness levels, and behavioral responses related to Indomie
noodle advertisements. The use of surveys ensures the collection of quantifiable and statistically
analyzable data. Secondary data will be obtained through a comprehensive review of existing

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literature. This will involve examining academic articles, reports, and relevant documents that
provide quantitative insights into the impact of food advertising on children. The goal is to
synthesize and analyze numerical data from previous studies to complement and contextualize
the findings of the current research.

3.3 Sampling Technique

To determine a sample is called sampling. Fridah (2012) argues that sampling is the act, process,
or technique of selecting a suitable sample, or a representative part of a population for the
purpose of determining parameters or characteristics of the whole population. Sampling
technique is a procedure used to select some elements of a population in such a way that it
represents actual characteristics of the total population (Cohen, 2022).

For the purpose of this research, a purposive sampling method will be used. The choice of
purposive sampling is based on the fact of selecting participants who best suit the specific
purposes associated with answering the research questions. Purposive sampling helps the
researcher to focus on key informants who are particularly knowledgeable of the phenomenon
for investigations, thus providing in-depth findings about the investigations Kawulich (2012).
Participants will be selected based on their experiences and familiarity with the effects of poor
Wi-Fi connection on their academic and extracurricular activities.

3.4 Population of the Study

The population of the study comprises children aged 6 to 12 years old, as they represent the
primary target audience of TV adverts for Indomie noodles. The study will focus on children
from diverse socio-economic backgrounds to capture a broad perspective.

3.5 Sample Size

A representative sample size of 300 children will be selected for the study. This sample size
allows for statistical significance and ensures an adequate representation of various demographic
factors, such as age, gender, and socio-economic status.

3.6 Sampling Technique

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The study will utilize a stratified random sampling technique to ensure a comprehensive and
unbiased representation of the population. This technique involves dividing the entire population
of children aged 6 to 12 into distinct strata based on key demographic variables such as age,
gender, and socio-economic status.

Once the population is stratified, random samples will be independently selected from each
stratum. This process helps to guarantee that every subgroup within the population has an equal
chance of being included in the study. By doing so, the sampling technique aims to capture the
diversity inherent in the population, enabling the study to draw more accurate and generalizable
conclusions.

3.7Instrument of Data Collection

The primary instrument for data collection will be structured questionnaires designed with a
quantitative focus. The questions will be carefully crafted to elicit numerical responses that can
be subjected to statistical analysis. The survey instrument will be pre-tested to ensure clarity and
validity in measuring the intended variables.

3.8Method of Data Presentation

Data collected from the questionnaires will be analyzed using the Statistical Package for Social
Sciences (SPSS) version 20. Quantitative analysis will be performed to transform raw data into
meaningful insights using numerical values and descriptive statistics. The findings will be
presented using tables, graphs, and in-text citations referencing relevant statistical analyses,
enabling a comprehensive exploration of the effect

Interpretation of Results

The interpretation of results will involve drawing conclusions based on statistical analyses,
identifying significant trends or correlations, and addressing the research questions. The
quantitative approach allows for a precise examination of the impact of TV adverts for Indomie
noodles on children, providing valuable insights into their preferences, awareness, and
behavioral responses in a quantifiable manner.

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 DISCUSSION

IMPACT ON PREFERENCES AND CHOICES

Analysis of how Indomie Noodle TV Adverts Influenced Children's Preferences and Choices

The influence of Indomie noodle TV adverts on children's preferences and choices is a crucial
aspect of this study, reflecting the power of advertising in shaping consumer behavior,
particularly among a young and impressionable audience. Scholars in the field of advertising and
child psychology provide valuable insights into the mechanisms through which such influence
occurs. Anderson et al. (2014) research emphasizes the role of advertising in shaping children's
preferences by creating positive associations. The study suggests that repeated exposure to
certain products, as facilitated by TV adverts, can lead to a preference formation, influencing
children's choices. McNeal (1992) underscores the idea that advertisements not only impact
immediate preferences but also contribute to the development of long-term brand loyalties. In the
context of Indomie noodle adverts, this may manifest in children developing a sustained
preference for the product.

Examination of Specific Elements in the Adverts that Attracted Children

Understanding the specific elements within Indomie noodle TV adverts that attract children is
pivotal for discerning the underlying mechanisms of influence. Elements such as visuals,
storytelling, characters, and jingles play a significant role in capturing a child's attention and
influencing their preferences. Valkenburg and Cantor (2011) highlights the impact of visual
elements and characters in advertisements on children's attention and preferences. The presence
of colorful and engaging visuals in Indomie noodle adverts may contribute to their attractiveness
among children. Calvert (2018) emphasizes the importance of storytelling in advertising and its
effect on children's engagement. Analyzing the narratives within Indomie noodle adverts can
provide insights into how storytelling techniques contribute to influencing children's choices. In
light of the scholarly insights and considering the specific elements in Indomie noodle TV
adverts, it is evident that a multifaceted approach is at play. Visual appeal, relatable characters,
and persuasive storytelling collectively contribute to shaping children's preferences and choices.
Recognizing these elements provides a foundation for developing informed strategies aimed at

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mitigating potentially undesirable impacts and promoting responsible advertising practices
targeted at children.

EXPLORATION OF THE PSYCHOLOGICAL EFFECTS OF INDOMIE NOODLE TV

ADVERTS ON CHILDREN

Understanding the psychological effects of Indomie noodle TV adverts on children is crucial for
unraveling the intricate ways in which advertising shapes cognitive and emotional responses in
young minds. Scholarly research in the fields of child psychology and advertising sheds light on
the nuanced psychological impacts. Vygotsky (2021) sociocultural theory posits that cognitive
development is influenced by social interactions and cultural contexts. In the context of Indomie
noodle adverts, the persuasive and emotionally resonant nature of commercials may contribute to
the internalization of brand associations, influencing children's cognitive perceptions. Bandura
(1977) Bandura’s Social Learning Theory suggests that individuals learn by observing and
imitating others. In the context of advertising, especially for food products like Indomie noodles,
children might observe behaviors, attitudes, and positive emotions associated with the
consumption of the product, influencing their own preferences and choices.

Indomie noodle TV adverts often employ emotional appeals and storytelling techniques to create
a positive association with the brand. These emotional associations can influence children's
perceptions and attitudes toward the product. For instance, a cheerful jingle or a relatable
storyline may evoke positive emotions, contributing to the development of a favorable brand
image. Repeated exposure to Indomie noodle commercials may lead to increased brand
recognition among children. This is supported by research indicating that familiarity with a brand
is often associated with positive attitudes. Brand recognition can influence future behavior, such
as the likelihood of choosing Indomie noodles over other similar products.

The psychological effects of Indomie noodle TV adverts on children are multifaceted, involving
cognitive processes, emotional responses, and observational learning. Understanding these
effects is crucial for educators, parents, and policymakers in shaping responsible advertising
practices and promoting media literacy among children. By acknowledging the psychological
mechanisms at play, stakeholders can work towards fostering a media environment that
positively contributes to children's development without unduly influencing their preferences and
behaviors.

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FINDINGS BASED ON RESEARCH OBJECTIVES

Objective 1: To analyze the influence of Indomie noodle TV adverts on children's

preferences and choices.

Findings: The study revealed a significant impact of Indomie noodle TV adverts on children's
preferences and choices. The majority of works expressed a heightened interest in Indomie
noodles after exposure to the advertisements. This influence was particularly pronounced in the
choice of flavors and the frequency of requesting Indomie noodles as part of their meals.

Objective 2: To examine the impact of these advertisements on children's nutritional

awareness and food habits.

Findings: The study uncovered a noteworthy impact on children's nutritional awareness. While
the advertisements increased familiarity with Indomie noodles, there was a minimal
improvement in overall nutritional awareness. Additionally, there was a notable shift in food
habits, with an increased preference for convenient, instant meals.

Objective 3: To assess the psychological and behavioral effects of Indomie noodle

commercials on children.

Findings: The psychological and behavioral effects of Indomie noodle commercials were evident
in the respondents' responses. A considerable number of children exhibited heightened brand
recognition, associating positive emotions with the product. Behavioral changes, including
requests to parents for Indomie noodles and an increased willingness to try new food items, were
also observed.

RECOMMENDATION
The insights gained from the study on the effects of Indomie noodle TV adverts on children's
preferences, choices, and psychological responses necessitate the formulation of policy
recommendations. These recommendations aim to address the potential impact of food
advertising on children and promote ethical marketing practices to safeguard their well-being.
1. Regulation of Food Advertising Targeting Children
Recognizing the influential role of advertising on children's preferences and choices, it is
imperative to enact and enforce policies specifically regulating food advertising directed at this
demographic. This could involve:

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  Time Restrictions: Imposing time restrictions on the airing of food advertisements
during children's programming hours to minimize exposure.
 Nutritional Standards: Establishing stringent nutritional standards for foods
advertised to children, ensuring that promoted products contribute positively to
their health.
2. Educational Programs on Media Literacy
Implementing comprehensive educational programs within school curricula to enhance children's
media literacy. These programs should focus on:
 Critical Analysis: Teaching children to critically analyze and evaluate the
persuasive techniques employed in advertising, fostering a discerning approach to
media messages.
 Healthy Eating Education: Integrating education on healthy eating habits to
empower children to make informed dietary choices independently.
3. Parental Guidance and Control
Empowering parents with information and tools to navigate and control their children's exposure
to advertising. This could involve:
 Parental Advisory Tools: Providing parents with tools, such as content filters or
parental control settings, to manage and restrict children's exposure to specific
types of advertisements.
 Parental Education: Offering resources and educational materials to assist parents
in understanding the potential impact of advertising on children and promoting
discussions about healthy consumption habits.
4. Collaboration with Advertisers for Ethical Practices
Encouraging collaboration between regulatory bodies, child advocacy groups, and advertisers to
promote ethical marketing practices. This involves:
 Transparent Advertising Practices: Encouraging advertisers to be transparent
about their marketing strategies, especially those targeting children, and to adhere
to ethical guidelines.
 Corporate Social Responsibility: Promoting corporate social responsibility
initiatives within the advertising industry, encouraging responsible messaging and
consideration of the potential impact on children's well-being.
5. Periodic Review and Adaptation
Establishing a mechanism for periodic review and adaptation of policies to stay abreast of
evolving advertising trends and emerging concerns. This involves:

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 Research-Based Policy Updates: Using ongoing research to inform updates to
existing policies, ensuring that regulations remain effective in addressing new
challenges in the ever-changing landscape of advertising to children.

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CONCLUSION
In conclusion, this study has delved into the effects of Indomie noodle TV adverts on children,
examining various dimensions such as preferences, choices, nutritional awareness, and
psychological responses. The findings underscore the significant impact of advertising on the
target demographic and provide valuable insights for educators, parents, marketers, and
policymakers.

The analysis of preferences and choices revealed a noteworthy influence of Indomie noodle TV
adverts, with children displaying heightened interest and inclinations toward the product. The
specific elements within the adverts, such as vibrant visuals and engaging storytelling, played a
pivotal role in attracting the attention and favor of the young audience. Drawing on insights from
scholars such as Anderson, McNeal, Valkenburg, and Cantor, we've gained a deeper
understanding of the mechanisms through which advertising shapes children's preferences.

Exploring the psychological effects illuminated the intricate interplay between Indomie noodle
adverts and children's cognitive and emotional responses. Scholars like Vygotsky, Bandura, and
Huston and Wright provided frameworks for comprehending how advertising contributes to
cognitive development, observational learning, and emotional associations. The emotional appeal
and storytelling techniques employed in the adverts contribute to positive emotional associations
and brand recognition among children. As we consider the implications of this research, it is
evident that responsible advertising practices targeting children are imperative. Educators can
leverage these findings to enhance media literacy programs, empowering children to critically
evaluate and understand the persuasive nature of advertisements. Parents are encouraged to be
vigilant in monitoring and guiding their children's exposure to advertising, fostering a healthy
and informed media environment.

Moreover, policymakers may find value in considering the study's recommendations for
regulations that safeguard children from potentially adverse effects of advertising. By
collaboratively addressing the findings, stakeholders can contribute to the well-being and
development of children while promoting ethical and responsible marketing practices. In
essence, this study serves as a stepping stone for further research and a call to action for
stakeholders to collectively create an environment where children can engage with media
content.

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Bandura, A. (1977). Social learning theory. Prentice Hall.
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Huston, A. C., & Wright, J. C. (1998). Mass media and children's development. In W. Damon
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