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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/355

Title: Pester Power Effect of Advertising
Authors: Soni, Swati
Upadhyaya, Makarand
Keywords: Pester Power
Pester Power Advertising
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: The Paper touches upon a sensitive issue of rising consumerism in children owing to the flood of new TV programming presents gleaming images of a consumer culture at odds with the realities of most Indian children. Advertisers in India are frankly preparing children to become dutiful consumers in a society riddled not just with economic problems but also with social and cultural patterns that defy the entry of modern gadgets such as washing machines. There are several ads that could be detrimental to children either because they encourage them to act in an unsafe manner or because they propound questionable values. Some also misrepresent information. The second issue that the paper addresses is premature brand learning that plays an important role in future brand selection behavior. The third issue addresses the childrens’ culture, which is over dominated by technologically mediated entertainment and advertising. Indeed, in their culture advertising and entertainment are converging....
Description: PART IV – ADVERTISING & SOCIETY |Pages 313-324|
URI: http://hdl.handle.net/2259/355
Appears in Collections:Conference Proceedings
Conference Proceedings
International Conference on Marketing and Society

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