CONFLUENCE JOURNAL
OF
MANAGEMENT
Vol. 1 no. 1 January – June 2001
A biennial Journal of the faculty of Management Sciences
Kogi State University, Anyigba.
ADVISORY BOARD
1.
2.
3.
4.
5.
6.
7.
Professor P. C. A. Daodu
Dr. Tom Miachi
Professor A. D. Yahaya
Professor Aminu D. Sheidu
Dr. J. Jackson
Professor N. I. Ikpeze
Mrs. Sabina Attah
EDITORIAL BOARD
1.
Dr. I. Omale
2.
Mr. I. Alege
3.
Mrs. M. S. Tenuche
4.
Elder S.Afolabi
5.
Mr. John Alabi
Editor-in-chief
Secretary
GOODWILL MESSAGE BY THE VICE-CHANCELLOR PROFESSOR
SIMON KOMA OKWUTE
One of the things I enjoy most as a pioneer Vice-Chancellor of the Kogi
State University is the challenge of being part of the making and shaping of
history.
I am therefore very happy to be part of the history in the establishment of
this first academic journal in this university. I know, having painstakingly been
involved in the writing of journal papers, their assessments, and the editing of
journals, that the production of an academic journal is not an easy task.
I also wish to emphasize that without journal articles which help to widen
the boundaries of knowledge, the world becomes stagnant and may decay. This is
why I am extremely happy at the birth of this Journal. I therefore seize this
opportunity to thank very profoundly the Dean and members of the Faculty of
Management Sciences for the establishment of this academic journal, the
Confluence Journal of Management.
Browsing through the contributions in it I see papers from Zaria in the far
north, Ilorin and Anyigba in the middle-belt, and Lagos, p the South. Thus the
journal has provided a forum for a confluence of ideas from all over Nigeria.
I however wish to caution against sudden death of the journal. Sudden
death is the bane of academic journals in Nigeria. Some of the reasons behind it
are lack of funds and commitment. As teachers of Management Sciences you are
probably act likely to run out of ideas on how to generate funds but you must
show commitment. I see in this maiden edition that you are already tapping one of
the possible sources of funds, which is advertisement. I am also aware that you
plan to launch tins maiden edition. With the tapping of such sources and the
building of some external linkages, I have no doubt that CJM will be a sustainable
journal.
In conclusion, I thank you for contributing positively to the image of this
young University in this direction and may God grant you greater success in
future.
PROF. S. K. OKWUTE
Vice-Chancellor
MESSAGE FROM THE EDITORIAL BOARD
We are happy, indeed very happy, to be the proud parents of the Confluence
Journal of Management (C.J.M.) We are happy to be faithful imitators of the initiator of
this great University-our Visitor, Prince Abubakar Audu, the 1st and 2nd Executive
Governor of Kogi State. From conception to maturation, his government established this
University within nine months. From conception to maturation, CJM has been born
within nine months, and we are elated as we hold the maiden issue in our hands in this
month of May 2001.
We are heavily indebted to many people all of whom we cannot thank or thank
enough. Naturally our first gratitude goes to God for empowerment arid enablement.
Secondly, it goes to our initiator His Excellency Governor Abubakar Audu. Next, we
thank our Vice-Chancellor, Professor S. K. Okwute for his understanding and
cooperation occasioning a very conducive academic atmosphere. We thank the Faculty of
Management Sciences for being a magnanimous owner and host. We thank our numerous
contributors. Finally, we thank you the readers.
At this juncture, we crave your indulgence to introduce the content of this maiden
issue very briefly.
The first paper is a tribute to our home base i.e. Kogi State. To make charity
begin at home, this first paper takes stock of "the divine endowment of Kogi
State with solid men, and solid minerals and also takes stock of what the men
have done with the minerals and other endowments. It ends by
recommending what more needs to be done to make Kogi State a sustainable
"venture".
The second paper is on Ajaokuta. Among other things, it gives the benefits
derivable from Ajaokuta which make it a compelling venture and what
obstacles lie on its way to completion.
The third paper Total Quality Management discusses this contemporary
management technique which is, unlike traditional management practice,
customer focused. It says what this new approach is and how it can be
popularized in the Nigerian management culture.
The fourth paper is on yet another newer management concept.
Benchmarking, it is a strategy that, when practiced, enables one become a
"forefronter" amongst equals.
The fifth paper - on honesty in the public service, is an examination of the
state of the Nigerian public service. It X-rays its major problems and says
how honesty can mitigate them.
The sixth paper - the impact of advertising on children, is an empirical
investigation and is one of five papers anchored on empiricism which is the
hallmark of science.
The seventh paper is on an empirical evaluation of the marketing strategies
of Nigerian banks. With the multiplicity of the banking industry, this paper
taken along with TQM and Benchmarking should be enough food for thought
on the way up the ladder of success in this industry.
The eighth, ninth and tenth papers are also empirical studies. One of
iii
them into why our national plans, when they were in vogue, failed.
Another is into the functions of the National Directorate of
Employment which is one of the measures taken to cushion the
negative effects of the Structural Adjustment Programme (SAP).
The final paper is an empirical study of what motivates farmers to
adopt new methods. With the increasing need for the introduction
of new methods into the culture of fanning, without which the
needed increase in production cannot be met, the management
concept of motivation is being invoked in this paper.
We wish you happy reading and application of the techniques and concepts herein
for a better environment.
DR. I. OMALE
Editor-in-Chief
For and on behalf of the Editorial Board
GUIDELINE FOR SUBMISSION OF MANUSCRIPTS
The Confluence Journal of .Management publishes original research articles in all areas
and aspects of Management. Review articles or special reports from industry are
published on request.
MANUSCRIPTS
All manuscripts must be type - written in English and double-spaced on white A4 (210 x
297mm) paper, with each margin having a space of at least 25mm. Three copies of papers
(including the original) are to be submitted. Papers submitted for publication in the
Confluence Journal of Management must not be under consideration for publication in
part or in full by any other journal. On acceptance for publication authors are requested to
pay the current page charge, which is N5,000.00. Manuscripts should not be more than 15
pages including the references page.
ILLUSTRATIONS, FIGURES AND TABLES
Figures are to be given in Arabic numerals e.g. Fig. 1. The number and caption of each
figure must be written under it. Photographs and photomicrographs should be drawn with
black Indian Ink on transparent paper and they should be on separate sheets. Also, tables
should be in Arabic numerals e.g. Table 1, with both the title and caption of each table
written above it. The use of vertical lines on tables is not allowed. All captions must be
written in small letters.
REFERENCES
The APA citation model i.e. name - date system should be used in the text. E.g. Sola
(1994) for single author, Sola and Adebayo (1986) for double authors and Alabo et al
(1998) for multiple authors. References to specific quotations and statements in the text
should be page - specific in the text e.g. S. O. James (1980, p. 22).
The list of references should be given at the end of the text in alphabetical order.
Only publications cited in the text should be included in the list of references.
When references are made to two or more papers published in the same year by
the same author, a distinction should be made by adding alphabet to the year e.g. Olabode
(1980a and 1980b) as the case may be.
References to journal articles should follow this order: Author(s), date, title
(underlined or in italics), edition, publisher, place of publication, and page.
PRESENTATION
The presentation of manuscripts should be as indicated below and all pages must be
numbered consecutively.
1. TITLE PAGE: This should appear on the first page. The title should be concise but
with sufficient information to reflect the contents of the paper. The author's name,
position, place of work and address for correspondence,
v
should be included.
2.
ABSTRACTS: This should highlight the objectives, methodology of the study,
significant findings and conclusions. The abstracts should not be more than 300
words and must be on a separate page.
3.
INTRODUCTION: It should give accurate information on the problem, scope
and rationale for the study. Additionally, the introduction should relate the
contents of the articles with what is known in the subject matter.
4.
MATERIALS AND METHODS: When uncommon methods are used, details
must be given. However, for established methods, only relevant references
should be cited with indication of modifications made.
5.
RESULTS: This should be stated with representative data. Contributors should
avoid duplication of same data, or results, tables, photographs and figures.
6.
DISCUSSION: Emphasis should be on the ultimate conclusion of the
significance of the study. Discussion should be precise without reproducing the
result section entirely.
7.
ACKNOWLEDGEMENTS: This should be limited to only those who
contributed significantly towards the success of the paper.
8.
REFERENCES: As stated above.
COST OF PUBLICATION
Currently, the assessment cost of materials submitted is N500 (Five Hundred Naira only).
However, papers accepted for publication attract additional fee of N5,000 (Five
Thousand Naira Only).
METHOD OF PAYMENT
All payment must be in Bank Draft and made payable to the Editor-in-Chief confluence
Journal of management.
CORRESPONDENCE
All correspondence should be addressed to
Editor in Chief
Confluence journal of Management,
Faculty of Management Sciences
Kogi State university, anyigba,
P.M.B. 1008, Anyigba,
Kogi State, Nigeria.
vi
CONTENTS
Advisory Board
Editorial Board
Goodwill Message from (lie Vice-Chancellor
Message from the Editorial Board
Guideline for submission of manuscripts
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
Foundation Laying for Sustainable Development of
Kogi State: A Stock- taking of the Divine and the
Human Perspectives........................................
91-105 - Dr. I. Omale
Ajaokuta: The Prospects and Problems of Steel
Development in Nigeria................................
78-90- Marietu Tenuche
Total Quality Management: what it is. How it
operates, what relevance and feasibility in Nigeria ...
11-23 - Ishola Alege
Creating Competitive Advantage Through
Benchmarking.............................................
62-71 - Elijah Ogbadu
Honesty in the Public Service: How to Attain and
Maintain it..................................................
1-10 - D. A. Akoh
The Impact of Advertising on Children: An
Empirical Investigation in the Middle- Belt
Area of Nigeria...........................................
43-50-Dr. Olujide Jackson
An Empirical Evaluation of the Marketing
Strategies of Nigerian Banks......................
51-61 - Dr. Linus Osuagwu.
Why National Development Plans fail:
A reflection on the Fourth National
Development Plan -1981-1985 ........................ 35-42 - Dr. A. A. Anyebe.
An Empirical Study of the Functions of the
National Directorate of Employment in Kogi State 24-34 - Ali S. Yusufu Bagaji.
Motivational Factors Influencing Adoption of
Soyabean Production technologies among
farmers in Ankpa Local Government Area of
Kogi State. Nigeria........................................
72-77 - N.E. Mundi
vii
THE IMPACT OF ADVERTISING ON
CHILDREN: AN EMPIRICAL INVESTIGATION
IN THE MIDDLE BELT AREA IN NIGERIA
OLUJIDE JACKSON;
University of Ilorin, Ilorin, Nigeria.
ABSTRACT
The impact of advertising on children has become a topical issue. Indeed, this is a
growing area of study for researchers especially in Europe and America. But given the
peculiar environment of Nigeria, one would want to know whether the findings in other
countries (developed countries) are relevant to Nigeria. In other words; would the
Nigerian child respond the same way to television advertising as his American or
European counterpart? This is the focus of this research. It aims at investigating the
impact of television commercials (advertisements) on children in Nigeria. The stratified
random sampling method was used in obtaining a sample for 'administering questionnaire
to the respondents (school children) who were in three group of twenty pupils each. The
findings of the research show that children generally believe television advertisements
especially those they can relate to; there is a direct relationship between respondents' age
and their perception of the objective of television advertising; children exhibited a low
level of awareness of selling intent of television advertising; and generally, children have
favourable attitude towards television commercials. Consequently, it is the conclusion of
the research that advertising directed at children affect Nigerian children the same way
they affect American children.
INTRODUCTION
Advertising aimed at children has emerged as one of the most widely discussed
developments and the single most important television impact issue during the last
decade. The growing importance of this subject has generated a lot of controversy which
in turn has stimulated an on-going stream of research on the effects of advertising on
children.
To date, much of the research on the impact of advertising on children has been
limited to Europe and America (Marvin E. Goldberg et al 1977, 1978; 1982; 1988, Bever
et al 1975; Donohne et al 1975; 1978; 1980; 1983; Moleki 1977; Ward 1972; 1974; Ward
and Wackman 1973; Wartella and Ettene 1974). These studies have been conducted to
resolve some of the issues raised by critics and concerned groups. They have focussed on
two major areas, namely;
43
-
empirical studies on children's reaction to commercials - whether children
saw or recalled certain commercials, what they think of advertising and the
effect of television commercial on their cognitive belief and verbally
expressed attitudes; and
broader studies focusing on the development of thought patterns and
behaviour which underlie consumer buying decision.
These studies were carried out in the industrialized countries of Europe and
America. The question that logically arises from the findings of the stream of research on
Euro-American children is: would the Nigerian child respond to advertising like its
American counterpart given the differences in educational, socio-cultural and
environmental background?
SIGNIFICANCE OF THE STUDY
Sandman et al (1976); observed that aside from violence, the most vexatious aspect of
television to parents is advertising. They claim that 79 percent of American mothers
believed that television commercials were misleading their children and 90 percent
thought there were too many advertisements in children programmes. The most resented
advertisement, they found, were those for junk foods, sugared cereals flavoured vitamins,
and dangerous toys. Television advertisement undoubtedly has an effect on children, so it
has become a subject in which everyone attempts to exert an influence on the direction of
action by the government and broadcasting organizations, either as individuals or as a
group.
Thus, in order to replace emotional speculation with valid experience, studies of
this nature on media effect on society become necessary to disprove or confirm the
materiality of the falsehood of these claims.
Furthermore, Grifin (1976); acknowledges the dearth of studies on children
perception of advertising and stresses that users of advertising directed to children and
critics need such information. In view of this, it is hoped that this study would provide
information that will guide policy makers, practitioners, academicians, and broadcasting
organizations to ensure a sound basis for decision on the direction of advertising aimed or
directed at children. It is hoped that the conclusions of this study would contribute to
resolving some of the controversies generated on the impact of advertising on children in
developing countries.
METHODOLOGY
Our study population consists of 180 children between the ages of 7 and 13 selected from
six schools in three diverse neighborhoods in Ilorin. The first set of two schools is located
in Adewole Housing Estate, a middle-to-lower upper income class housing estate. The
second set of two schools is located in Kulende - a lower income class
44
housing estate; while the third set of schools is the Government Reservation Area (G R
A) - a low density upper income class residential area.
These neighborhoods were chosen because they provided the researcher the
opportunity of indirectly estimating the socio-economic status of respondents.
Furthermore, this choice provides diversity in the population required for the study.
Data was collected by means of a three-part questionnaire comprising 26 items.
The first section, comprising 13 items sought demographic and television usage
information from respondents. The second section, comprising 19 items, asked questions
that are related to the research problem; some of the questions asked are similar to those
used in previous researchers by Ward et al; (1972); Donohue et al (1983). The third
section includes four questions aiding the assessment of respondents attitudes towards
television advertising in general.
PRE-TEST OF QUESTIONNAIRE
The draft questionnaire was pre-tested to 30 children in the schools making up
the sample in order to ascertain the workability and clarity of the questions. The result of
the pre-test did not indicate any problem with the instrument.
QUESTIONNAIRE ADMINISTRATION
Data was gathered by administering the questionnaire over a 9-day period. Three groups
of twenty pupils each were selected randomly from a stratified sample based on age using
class attendance registers in each of the three institutions. The children were then exposed
to three minutes of video tape recording of six spot commercials comprising two children
products (walls ice cream and Nasco biscuit), two adult products (star beer and venus
gold perfume); and two general products (Nescao Chocolate drink and Macleans
toothpaste).
The questionnaire was administered in two parts. Section A was completed by
respondents prior to viewing in order to break-up their task and prevent them from
skipping ahead. Sections B and C were completed after the respondents had been exposed
to the commercials. Before completing the questionnaire, each question was read out and
explained to the group by the researcher while an Assistant operated the video equipment.
The commercials were shown twice. After the first run, respondents were asked
to complete items 1-7 in section B.
Data analysis included a simple frequency distribution of coded responses.
RESULTS
General Information on Respondents
Table 1. Below summarizes the age and sex distribution of respondents.
45
Table 1:
Distribution of Respondent by Age & Sex
Age Group
Male Female Total
7-9
37
23
60
10-11
35
25
60
12-13
31
29
60
Total
103
77
180
Table 1 shows the distribution of our sample by age and sex. According to the O
respondents are in the 7-9 age bracket, 60 respondents in the 10-11, while 60 respondents
are in the 12-13 age category.
The sex distribution shows that there are 103 males representing 43%. Other
demographic information shows that 33 1/3% of respondents are from low-income
parents, 33 1/3% from middle-income parents while the remaining 33 1/3%,are,fi;om
upper-income parents.
Furthermore, while 39.5% of these parents are engaged in their own private
businesses, 32% are employed in private and -public sector organizations while 28% are
professionals.
All the respondents indicated that they have television sets (a black and white^ or
colour T.V) in their homes Out of our sample of 180, 78% said they watched television
between 1.00 p.m. and 5.00 p.m. on Wednesdays; this viewership increased to 100%
between 5. 00 p.m. and 9. 00 p.m. but dropped to 15% between 9.00 p.m. and 12. 00
midnight (local Nigerian time). For weekend television audience, 75% said they watched
T.V. programmes before 12 noon, there is an increase of 12% in late night television
viewership. On parental control of television programme viewership, 38% of our
respondents stated that their parents control the time spent with the medium, 10%
indicated programme control only while 65% stated that there were both time and
programme control. Only 09% of our respondents indicated that there was no form of
control whatsoever.
The frequency distribution analysis was used to determine children's reaction to
television advertising. This helped throw some light on those aspects of children’s'
television advertising that people complain about which will otherwise affect children’s'
perspective of television advertising.
The frequency distribution of responses to the question relating to the
believability of the commercials for the four products showed that 85.5% of children
aged 7 believed the commercial for children's products (Nasco Wafers and walls ice
cream); but the degree of believeability was highest for children aged 7-9 (97.788)
followed by that of children aged 10-11 (85%) and 73% for those aged 12-13.
46
The setting in the commercials for the two children's products depicted situations
that had the appearance of truth or realism. Thus, the commercial of Nasco Wafers show
a female teacher teaching some pupils in a classroom and while this was going on, one of
the pupils in the class started eating Nasco Wafers instead of paying attention to the
teacher. The teacher, on noticing this, seized the wafer from the pupil and kept it in her
drawer. After the class had been dismissed, she brought out the wafer and started eating
it. But unknown to her she was being watched by some of her pupils through the window
and on realizing this she quickly hid the wafer and the pupils started laughing. This scene
depicted by the commercial could happen in real life and therefore has a ring of truth.
Furthermore, empathy appears very high in this commercial because the
characters in the commercial are similar to the audience members, the settings are
familiar and the audience members may have had experiences that are similar to that
shown in the commercial. The fact that the advertisement uses drama which has the
tendency of drawing the audience members into action, they become lost in the story and
experience the concerns and feelings of the characters. Thus, the children were able to
process the drama's appeal empathetically. In all, the commercial succeeded in generating
a high emotional response and the believability and empathy enhanced the emotional
bonding on the part of the children. In other words, this group of respondents totally
believed the commercial for Nasco wafers and walls ice cream which are considered
children's products.
In response to the same question on the commercials for adult-oriented products,
(Venus and Perfume, Gold Beer and Macleans toothpaste) the children showed a high
degree of believability across the different age groups (92.41% for Venus Gold Perfume
and 85.37% for Macleans toothpaste). The children believed that Venus Gold Perfume
and other range of cosmetics make people look beautiful and as a measure of this belief
would want members of their family to use it. The high percentage of believability
exhibited by all the age groups about adult products for this commercial is probably due
to children's inquisitiveness about adult products to the extent of trying to use them in the
absence of their products. Again for the 12-13 years who are just approaching puberty
and are beginning to be more aware of their body and the differences between sexes, the
commercial may have reinforced their growing awareness of self and looking good.
Finally, for the Maclean toothpaste commercial, 97.41% of respondents believed
that if they used macleans they will have strong, healthy and white teeth and would also
become important and successful.
The distribution of responses of children to the question on whether children
know the motive of advertising indicate that children are very ignorant of the motives
behind these commercials i.e. the selling intent of the advertisements and cannot
distinguish
47
between fantasy and reality. About 85.19% of respondents do not know the motive
behind the commercials for children products, figure for the commercials for adult
products is 87.04%.
The result of this analysis shows a high degree of unawareness of the motive of
television advertising by children for all classes of products. Thus, there seems to be a
relationship between age of viewers and their perception of television commercials. A
cross tabulation analysis was done between age of respondents and their perception this
result was significant at 95% level of confidence.
A similar analysis was done between the socio-economic status of respondents
parents in relation to their perception of motive of television commercials, the result was
not significant even at 65% level of confidence.
The analysis of the distribution of responses on the attitude of children in relation
to television commercial on both adult and child oriented product advertisements shows
an overwhelming positive, and favourable attitude to both categories of product adverts,
(a mean score of 95.37%), for child-oriented product-commercials while the figure for
adult oriented product commercial is 90.64%. This result demonstrates that in general,
children have favourable/positive attitude towards television advertising and they enjoy
watching T.V. commercials.
The distribution of responses on the features that attract young people to
television advertising indicates that Nigerian children enjoy and are satisfied with the
commercials they are exposed to, and as a measure of this enjoyment and interest, various
levels of participatory behaviour were displayed/exhibited during the viewing sessions.
Majority of our respondents (mean score 79.16%) are attracted by the music of the
adverts and actually sing along with the commercials.
Another 66.67% state that they combine dancing with singing along with the
actors/actresses. This tendency is characteristic of the three age groups, this result clearly
demonstrates that music, songs and slogans are the most important features of interest in
T.V. advert for children. This is perhaps a reflection of children's love for short verses
which they easily memorize. The models followed by their acting are indicated by
68.75% and 66.67% respectively by our respondents. Models and acting cannot be
divorced from one another and the two features are very crucial to the success of any
television commercial because when a drama is successful, the audience becomes lost in
the story and experiences the concerns and feelings of the characters. Children are known
to have favourite programme characters and T.V. Advert models who they intend to
imitate.
Finally, humour was rated as the last feature of interest by 57.55% of our
respondents. This is perhaps due to the respondents inability to comprehend the 'plot' due
to the foreign setting associated with it in the commercial used in this study, or just an
awareness of the subtleness of meaning in humour even when used in commercials
48
with familiar setting. But even then the mean score of 57.55% can still be considered
high. Humour appeals - because of the feelings of amusement and pleasure arc expected
to engender in children feelings of urgency, energy, cheer, joy and happiness.
DISCUSSION
Our findings show that children generally belief television advertising
particularly those they can easily relate to whether the claims are true or not and are very
skeptical about commercials they cannot comprehend. This result is thus consistent with
previous related research (Bleat, et al., 1972 and Beever et al., 1975) where age of the
child was found to be related to his perception of validity/credibility or believability of
advertisement. Thus, the older the child, the more sceptical he becomes of television
commercials. This is perhaps due to the influence of personal experience with the child
oriented and general product commercials. For an adult oriented commercial such as
Venus Gold Perfume, excessive exposure to the commercial may account for the undue
familiarity exhibited across the age group without a deep understanding of intent.
Another finding of this study shows that there is a direct relationship between^
respondents age and their perception of motive of child oriented television advertising. I
This agrees with the prediction of theory and the result of the study of Donohare, T. R. j
et al., 1978 which concluded that children had great difficulty in understanding child
oriented commercial.
One of the findings of this study is that children, irrespective of their age, exhibit
a very low awareness of the motive or selling intent of television advertisement
irrespective of whether the commercial is child or adult oriented. This finding reinforces
the position of the Federal Trade Commission, (FTC), USA, 1977 which recommended
that all television advertising be banned for any product which is directed to or seen by
audiences composed of a significant proportion of children who are too young to
understand the selling purpose of the advertisement. This recommendation was based on
the fact that children cannot differentiate between commercials and programming, cannot
understand the selling intent of commercials, and cannot distinguish between fantasy and
reality.
The study also concluded that children generally have favourable attitudes
towards television commercials; they are usually drawn to these commercials because of
their music, song, endorsers, drama and their general entertaining nature. No wonder then
that virtually all the children making up our sample are glued to television sets at the
slightest opportunity. This finding supports the position of Joel Seagert, 1979; Del
Hawkens, 1970 and Marvin E. Golberg et al, 1982. An FTC proposal also underscored
this point that because American children between the ages of 7-11 find television
commercials entertaining, they spend about 25 hours per week watching television
advertisements and are exposed to about 20,000 advertisements per year.
49
CONCLUSION
This research work has given us an insight and understanding of children's
reaction's to television advertising in a less developed environment like Nigeria and how
it will influence the lives of these children. The study examined television advertising
directed at children and found out that its impacts on Nigerian children is similar to the
influence of television commercials on the lives of American children. But unfortunately
the critical and growing attention that this phenomenon has been receiving in the last
three decades in the U. S. A. has not aroused the interest of policy makers and marketing
and advertising practitioners in Nigeria. Furthermore, parents have not coordinated and
articulated their reactions to the vulnerability of children to advertising. ^Their present
effort represent isolated individual cries which are nothing more than shots in the dark.
Finally, policy makers and practitioners must formulate and implement strategies
that would ensure that children are well served by television advertising and the
television medium. On the other hand, parents have the ultimate responsibility of helping
to mould the personalities of children into thinking people. They should not allow the
television medium take over that responsibility and later accuse the television of
implanting ideas or values they abhor. It is the sole responsibility of parents to see that
their children are not exposed unguided to false values and shoddy advertising.
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Bever, T., Smith, M. B. & Johnson, T. (1972): "Young Viewers: Translating Response
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Culley, J.D., lazer, W. & Akin, C.K. (1976): "The Experts Look at Childrens'
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Donohue, T.R. (1975): "Effect of Commercial on Black Children", Journal of
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Donohue, T.R., Mayer, T.P., & Henke, L.L. (1976): Mayer, T. P. &Henke, L.L. Black
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Donohue, T.R.; Henke, L.L. & Donohue, W.A. (1980): "Do kids know what Television
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50