Dwindling Influences of Television Advertisements on the Consumption of Branded Snacks and Beverages
Jahirul Islam Shabuz1, Manual Selvaraj Bexci2
1Jahirul Islam Shabuz, Research Scholar, Department of Communication, Faculty of Social Science, Arts and Humanities, Lincoln University College, Malaysia.
2Manual Selvaraj Bexci, Associate Professor, Department of Communication, Faculty of Social Science, Arts and Humanities, Lincoln University College, Malaysia.
Manuscript received on 02 June 2019 | Revised Manuscript received on 10 June 2019 | Manuscript published on 30 June 2019 | PP: 686-690| Volume-8 Issue-8, June 2019 | Retrieval Number: H6780068819/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Consuming fast food is a global concern. Young people are more vulnerable, easily deceivable to understand the persuasive strategies used in television commercials given the enormous exposure in television programmes meant for children and general audience. Television provides one of the first information on commercial food promotion. Brands are positioned and sustained by constant advertising as commercials directly into the living homes of people. Therefore, unsurprisingly, the effects of television advertising on user’s brand preferences are well established. Yet, in growing economies, the effect of actual intake and the appeal created by innovative visual advertisements has only recently been characterised. Children in the Bangladesh are exposed to considerable numbers of fast food advertisements television. These are predominantly for foods high in carbohydrates, fat, salt and sugar, which are marketed to children using promotional icons, and themes of enactments and fun. Such advertisements have been proved to cause significant increases in consumption, particularly in very young and adolescent children. Therefore, given the huge concentration of television advertisements exposure in Bangladesh television networks, this study throws an insight into how the millennial urban senior school children who consume branded foods are influenced by such advertisements using quantitative method. The findings reveal that television fast food advertisements did not amply influence their daily consumption of branded snacks and beverages, yet the advertisements have ‘laid the basis’ for eating habits among the students and actively been essential to introduce the branded fast foods.
Keyword: Television Advertisements, Influences, Branded Snacks and Beverages, Television advertisements exposure, cues.
Scope of the Article: Social Sciences.