Abstract


REFLECTIONS OF TELEVISION COMMERCIALS ON CONSUMER BEHAVIOURS OF 3-6 AGED CHILDREN IN TURKEY

This study aimed to reveal the reflection of television commercials in Turkey on consumer behaviours of 3-6 aged children. Research data consisted of advertising program video recordings from 58-hour broadcast streaming of television channels of Minika Çocuk, Minika Go, Cartoon Network and Disney Channel, which broadcast for children in Turkey, and also of the opinions of the 3-6 aged children’s parents obtained through a survey. Advertising programs covered 12 hours (20%) of the 58-hour broadcast streaming in total, during which 2116 commercials were delivered. It was found in this context that the number and minutage of the commercials on these 4 television channels are high. In these television channels, while toy, food, household cleaners, electronic product, child hygiene products, TV program, store ads came to the forefront, the average of 4 channels in toy commercials was seen as 57%. Parents who have 3-6 aged children stated that TV commercials are directive on the behaviour of children, are effective in the formation of children's wishes and demands for the advertised products, have an impact on their purchasing preferences, and increase the demands of children especially for food products and toys.



Keywords

Children; consumption; television commercials; children’s television channels; television watching behaviours


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