International Journal of Social Science & Economic Research
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Title:
TARGET CHILD MARKETING AND MENTAL HEALTH- A RELATIONSHIP

Authors:
Nidhi Kalro and Vijayendra Khannah

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Nidhi Kalro1 and Vijayendra Khannah2
1. Seaspeed Container Lines Pvt. Ltd. ,Mumbai, India
2. Kolkata, West Bengal

MLA 8
Kalro, Nidhi, and Vijayendra Khannah. "TARGET CHILD MARKETING AND MENTAL HEALTH- A RELATIONSHIP." Int. j. of Social Science and Economic Research, vol. 7, no. 11, Nov. 2022, pp. 3655-3682, doi.org/10.46609/IJSSER.2022.v07i11.008. Accessed Nov. 2022.
APA 6
Kalro, N., & Khannah, V. (2022, November). TARGET CHILD MARKETING AND MENTAL HEALTH- A RELATIONSHIP. Int. j. of Social Science and Economic Research, 7(11), 3655-3682. Retrieved from https://doi.org/10.46609/IJSSER.2022.v07i11.008
Chicago
Kalro, Nidhi, and Vijayendra Khannah. "TARGET CHILD MARKETING AND MENTAL HEALTH- A RELATIONSHIP." Int. j. of Social Science and Economic Research 7, no. 11 (November 2022), 3655-3682. Accessed November, 2022. https://doi.org/10.46609/IJSSER.2022.v07i11.008.

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ABSTRACT:
Children and adults are averse to the detrimental effects that advertising has on them. Advertising to children is an ethical conundrum for marketers as well. Even though the corporation hopes to boost sales with the advertising campaign, it is really only deceiving vulnerable, young youngsters. By instilling in the child the craving for the comfort and status that come with possessing many possessions, advertising may help mould his values. Children are told by the commercials that they must have certain items in order to be happy and accepted. Long-term, this could encourage materialistic behaviour. Children pick up on the notion that having certain things makes them more attractive, popular, or able to make new friends. This paper claims to identify the types of themes and appeals utilised in children's advertising in India. In TV commercials, marketers employ a variety of themes andappeals to sway children's consumption patterns. Additionally, it has been shown that kids choose things like food more based on these appeals than on their nutritious content. It talks about the lasting impact these commercials have on children’s holistic development and howtheir purchasing patterns change from time to time, due to advertising. Laws that are against advertising towards children in India and other countries, have also been mentioned, providing a comparison for the same. As a part of the research methodology, a secondary data content analysis has been carried out, by critically analysing past literature on the topic and providing citations where necessary.

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