Television Advertising Impact on Adolescent Viewers: An Empirical Study

Author(s)	Dr. Krishna C P
Country	India
Abstract	Television advertising plays a significant role in shaping the attitudes, preferences, and behaviors of adolescent viewers. This empirical study explores the impact of TV advertisements on adolescents, focusing on their purchasing decisions, lifestyle choices, and cultural orientation. A sample of 150 adolescent respondents was surveyed using structured questionnaires, and the data was analyzed using statistical tools such as percentage analysis, chi-square tests, and correlation techniques. The findings reveal that a majority of adolescents are heavily influenced by advertisements related to online games, drag racing, food, fashion, and gadgets. Moreover, repeated exposure to glamorous and persuasive content fosters materialistic attitudes, unhealthy eating habits, and unrealistic body images. The study also highlights how advertisements impact cultural values, contributing to behavioral changes and peer pressure among teenagers. The paper concludes by recommending stricter regulations on advertising content targeting adolescents and calls for increased awareness among parents and educators.
Keywords	Television advertisements, adolescents, consumer behaviour, media influence, cultural impact, media literacy.
Field	Business Administration
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-03
DOI	https://doi.org/10.36948/ijfmr.2025.v07i04.48472
Short DOI	https://doi.org/g9r7p4

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