FALSEHOOD CONTENT IN ADVERTISING - DOES IMPRESSION OF MEDIA CAUSES PESTER POWER IN CHILDREN?

This paper discusses the phenomenon of media power and the resultant pester power. Marketing to kids may be the key factor to increase the turnover of any Business. The study deals with a sensitive issue of augmenting consumerism in children leading to the more advertisements in the Television. The annoying behavior of children is the issue to be addressed to many parents throughout the world. This study explains how the pestering behaviour arises in the young minds and how the children are trapped out of the falsehood information being shared in multichannel environment, The parents s responses were investigated using One – Way Analysis, Ranking Analysis. The findings revealed that overall parents disclosed bad opinion towards advertising, they also raised clarifications about the false claims made in advertising.