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THE IMPACT OF COMMERCIAL ADVERTISING ON THE TOTAL DEVELOPMENT OF THE CHILD IN A SELECTED HOUSEHOLDS .

A BASIC RESEARCH SUBMITTED TO THE FACULTY OF THE PHILIPPINE WOMENS UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE COURSE CHILD AND ADOLESCENT DEVELOPMENT

By Ong, Bianca Abegail L. Pimentel, Salvacion O. Welan, Crissy

Summer Class 2012- 2013

ACKNOLEDGEMENT

First and foremost, we would like to give thanks to the Lord God Almighty for allowing us to achieve our aspirations.

We would like to express our gratitude to our Professor, Miss Erlinda D. Serrano for most valuable support .

TABLE OF CONTENTS I. The Problem and its Background Introduction ..................................................................... Background of study.......................................................... Research locale.................................................................. Statement of the problem................................................... Significance of the research............................................... Definition of terms............................................................. II. Review of Related Literature Conceptual framework .................................................... Theoretical framework .................................................... III. Methodology Research Design ............................................................ Participants of the Study ................................................. Data Gathering Procedure .............................................. Instrumentation ............................................................... IV. V. Presentation, Analysis and Interpretation of Data Summary of Findings 8 8 9 9 5 7 1 1 1 2 3 4

Conclusion Recommendation Bibliography

APPENDICES Chapter 1 THE PROBLEM AND ITS BACKGROUND

Introduction Development of the learner undergoes a complicated process, a pattern of growth that is unique in every individual. Along with the normative sequence that includes physical, mental, motor and even socio-economic that a child foes through in the process of growth, the teacher tries to focus attention to the patterns of behaviour that makes for the individual differences evident even in the childs early foundations. For this reason, a successful future is said to hinge on how well an individual is able to adjust to life and how powerful he is getting rid of the constraints or hazards that go with development. These hazards may accrue for his physical inadequacies, psychological problems and environmental influences.

Background of the Study Billboards, television and radio commercials, advertisements in periodicals, stimulate senses, appetites and emotions. They may depersonalize man, fabricate needs, create illusions, dictate fashion and taste and impose without discrimination. The most powerful medium that influence childrens values is the television. Research had identified the beneficial and harmful effects of television programs.

Research Locale This research is conducted in different areas, San Andres residences, the neighbours and in the office of working parents. This research aims to understand the effects of billboards, television and radio commercials and advertising in periodicals in total development of the child.

Statement of the Problem This research aims to determine the effects of billboards, television and radio commercials and advertising in periodicals in total development of the child as to plan environmental encouragement for teaching instructions. Specifically it will answers the following questions : 1. What is the profile of the parents in terms of 1.1 Age 1.2 Gender 1.3 Civil status 1.4 Educational attainment 1.5 Occupation 2. What is the effects of billboards, television and radio commercials and advertising in periodicals in total development of the child in terms of 2.1 Physiological 2.2 Emotional 2.3 Social 2.4 Intellectual

2.5 Spiritual/Moral

Hypotheses The following hypotheses is to be tested in the research: 1. There is no significant relationship between the controlled television viewing of a child to the excessive television viewing and the behaviour observed by the parents in terms of the following: 1.1 Physiological Development 1.2 Emotional Development 1.3 Social Development 1.4 Intellectual Development 1.5 Spiritual/Moral Development

Scope and Limitation of the Study

The study involves only the effects

of billboards, television and radio commercials and

advertising in periodicals in total development of the child. Twenty ( 20 ) participants , all parents of the child who are in close contact with the child. Given that data are based on the principles of development, it enables this research study to gauge the impact of commercial advertising on the total development of the child. Significance of the Study Results , evaluation and recommendation of this research may be beneficial to the following: Teachers, serves as basis for preparing the child for what is expected of him and helps teacher to identify developmental tasks appropriate age group. Parents, this research assists to understand the reason such behaviour is manifesting and to guide the child to cooperate in the family. Classmates, this basic research would stimulate critical thinking and trigger further discussion on dimensions of development and developmental tasks of a child.

Definition of Terms

Child- a person who is between two (2) and twelve (12 ) years of age. Adolescent- a person between ages thirteen to eighteen years of age. Development- a progressive series of changes that occur as a result of maturation and experience. This is a process of integrating many structures and functions. Physiological development- Changes in the body, brain, sensory, capacities, and motor skills. Emotional development- Having its roots in counselling, it is a social definition that has interactions between people , the ability to be aware of other peoples feelings.

Social development- changes in which a person deals with the world and get along with others that affects both physical and cognitive aspects of functioning. Intellectual development-changes in a wide variety of metal abilities such as learning, memory, reasoning, thinking, and facility with language. Spiritual development-this is an evolved refinement of thought and feeling, of the spirit or soul as distinguished for the body or material matters. A conscious of religion or the church. Moral development- Gradual awareness of the distinction between right or wrong; to unfolds standards or habits that have to do with the right or wrong conduct.

Chapter 2

REVIEW OF RELATED LITERATURE This chapter presents related studies and review of related literature such as books and websites which supports the background for the researchers to accomplish this research study.

Conceptual Framework

The paradigm shows the relationship of the variables that are used in the study. The parents of the child are the participants and their respond to the effects of billboards, television and radio commercials and advertising in periodicals in total development of the child will be evaluated. For the input, the development of instrument begins from considering the aspects that are significant to the development of a child in physiological, emotional, social, intellectual, spiritual and moral aspects. Demographic profile of the participants which consists of the age, gender, civil status, and educational attainment are considered for the reason that the response to the questionnaire will be the basis for evaluating the impact of commercial advertising on total development of their child.

INPUT Demographic Profile: Age Gender Civil status Educational attainment

PROCESS

OUTPUT

Evaluation of effects of billboards, television and radio commercials and advertising in periodicals in total development of the child.

The beneficial and harmful effects of television on the total development of the child

ASPECTS OF DEVELOPMENT Physiological aspects

Emotional aspects Social aspects Intellectual aspects Spiritual/moral aspects 10

FEEDBACK

Theoretical Framework

This research focus on the effects of media in the development of the child . In line with this, the researchers undertake the different developmental theories. Physiological Development-From a biological standpoint, human development is a continuum, starting with the germ cells (ovum and spermatozoon), through fertilization, prenatal development, birth, and growth to adulthood. Emotional Development, Claude Steiner (1997) who says emotional literacy is made up of the ability to understand your emotions, the ability to listen to others and empathize with their emotions, and the ability to express emotions productively. Steiners model of emotional literacy is therefore primarily about dealing constructively with the emotional difficulties experience to build a sound future.

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Social

Development-

Erikson's a

stages

of

psychosocial

development, pass

explain

eight stages through

which

healthily

developing human should

from infancy to

late adulthood. In each stage, the person confronts, and hopefully masters, new challenges. Each stage builds upon the successful completion of earlier stages. The challenges of stages not successfully completed may be expected to reappear as problems in the future.

Intellectual Development, deals with the nature of knowledge itself and how humans come gradually to acquire, construct, and use it. To Piaget, cognitive development was a progressive reorganization of mental processes as a result of biological maturation and environmental experience. Children construct an understanding of the world around them, then experience discrepancies between what they already know and what they discover in their environment. Spiritual and Moral Development- The theory holds that moral reasoning, the basis for ethical behaviour, has six identifiable developmental stages, according to Kohlbergs , each stages of moral development depends on the other from simple to complex corresponding to problem-solving moral dilemmas.

Chapter 3

Methodology of Research This chapter explain the research design, participants of the study, documentation, data gathering procedure and statistical treatment of the data.

Research Design Researcher used the quantitative descriptive design to collect data through the use of survey questionnaire. Descriptive research involves collecting data in order to answer questions concerning the current status of the subjects of the study. Quantitative study that fall under the

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broad heading of descriptive quantitative research is a type of research that involves either identifying the characteristics of an observed phenomenon or exploding possible correlations among two or more phenomena. situation under study. ( NA http://wps.prenhall.com) . The objective is the description only. The main purpose of this research is to describe objectively the nature of

Participants of the Study The respondents of the research study are the parents who are in close contact with the child. The participants maybe the neighbours, mothers or the fathers who assume responsibility for supervising and upribinging the child.

Data Gathering Procedure The researcher ,having been given the necessary handout regarding the topic , formulated the questions. The questionnaire are printed and distributed to the participants , attached to the questionnaire is a letter explaining the purpose of the research.

Instrumentation The researcher used a questionnaire to gather data containing the demographic profile. The questionnaire contain two parts namely; demographic profile and the developmental aspects. The developmental aspects part of the questionnaire is further subdivided into sections with the aspect of physiological, emotional, social, intellectual, spiritual or moral aspect.

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The researcher applied the Likert scale in constructing the questionnaires. The likert scale was formulated by Rensis Likert ( 1903-1981). It is a type of opinion questionnaire with 5 response categories wherein the respondents are to indicate their knowledge and observation of their child with regards to the effect of commercial advertising on total development of the child which 1 denotes strongly disagree and 5 strongly agree.

Statistical Treatment of Data Percentage is used to show the actual number of beneficial and harmful effects of commercial media on childs development. The is done through the given equation Percentage (%)= N/K * 100 Where : N= number of response K= total number of respondents

Chapter IV

PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA This chapter describe the findings, interprets the computed values and analysis of the results based on the responses of the participants on the given questionnaire. The presentations are organized according to the demographic profile of the respondents.

Demographic profile of the Respondents The profile of the respondents is described based on the age, gender, civil status and educational attainment . The diversity of respondents, level maturity and economic status reflects the manner

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in which the child is guided in the home. The data collected will be much of use for interpretation of the results of this research.

FREQUENCY AND DISTRIBUTION ACCORDING TO AGE Table 1 Age 25-30 years old 31-35 36-40 41 year old and above TOTAL 11 9 0 0 20 Frequency 55 45 0 0 100 Percentage

Figure 1

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Table 1 and Figure 1 present the distribution of the participants according to age. There we 11 (55%) belonged to 25-30 year old, 9 ( 45%) at 31-35 age bracket. This implied that parents of the child medyo ano sa palagay mo ???????? hay naku !

FREQUENCY AND DISTRIBUTION ACCORDING TO GENDER Table 2 Gender Female Male TOTAL Frequency 17 3 20 Percentage 85 15 100

Figure 2

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FREQUENCY AND DISTRIBUTION ACCORDING TO CIVIL STATUS Table 3 Civil Status Single parent Married Live-in TOTAL Frequency 6 10 4 20 Percentage 30 50 20 100

Figure 3

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FREQUENCY AND DISTRIBUTION ACCORDING TO EDUCATIONAL ATTAINMENT Table 4 Education College level vocational Secondary level Primary level TOTAL Frequency 17 3 0 0 20 Percentage 85 15 0 0 100

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Figure 4

A. Physiological Your child have difficulty sleeping, choose television viewing instead of play, sports or exercise.
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

11
3 1 4 1 20

55

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B. Emotional Your child refuses to perform house chores , shouts, whines, cries in stressful situations, runs away. Display tantrums , easily irritated, lack of concern to school work
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequenc y

Percenta ge

C. Social Your child display aggression towards siblings, pets, threatens, engages in fights Your child engages in cooperative stealing, gang behaviour, and hyperactive
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

is

D. Intellectual Preoccupied with daydreams Easily led by others, has difficulty making decisions
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

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E. Spiritual/Moral Making fun of other kids, mislead others Very much like watching horror movie, join war games Have girlfriend or boyfriend
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

A. Physiological Your child is inspired to engages in sports, dance and physical

Frequen cy

Percenta ge

activities Your child suggests products for grooming e.g shampoo, body sprays , hygiene and aware of cleanliness.
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

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B. Emotional Enjoys viewing programs with siblings, parents and friends Identify with mature characters and show self-discipline
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

C. Social Shows acceptance of friends and peers behaviour, converse with all types of people Shows respect for authority, and imitate role model
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

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D. Intellectual Can relate to t.v programs in terms of sciences, arts and mathematics, can memorize dialogues in commercials Interested in school work, knows how to manipulate computers, and gadgets
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

E. Spiritual/Moral Truthful, respects authority, emphasize , care with less fortunate kids Eager to attend Sunday mass, has memorized honesty
Strongly Agree Agree Maybe Disagree Strongly Disagree Total

Frequen cy

Percenta ge

prayers, shows

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Bibliography Books Acero, Victorina O. With Javier, Evelyn S. & Castro, Herminia O. Human Growth, Development ,and Learning. Rex Bookstore, Inc. 2004 Child and Adolescent Development handout by Miss E.D Serrano Electronics

www.wikipedia.com

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APPENDICES

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The Philippine Womens University And its Affiliate School for Men and Women 1743 Taft Avenue, Manila SCHOOL OF EDUCATION

Dear Respondents; We are CTP Summer Class from the Philippine Womens University have chosen to make a basic research on the Impact of Commercial Advertising On The Total Development The Child, a basis for planning the environmental encouragement. In line with this, we ask you to answer our prepared questionnaire for the fulfilment of the research. We ensure that your participation would be highly appreciated.

Sincerely yours,

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Ong, Bianca Abegail Pimentel, Salvacion O. Welan, Crissy

Please check the appropriate box Age 25-30 years old____ F______ 31-35____36-40_____ M_______ 41 yrs and above______

Gender

Civil status marriage____single_____Live-in____ Educational attainment College___Vocational___Secondary____Primary____

Legend: 5. Strongly Agree

4 .Agree

3 Maybe

2 . Disagree

1. Strongly Disagree 5 4 3 2 1

F. Physiological Your child have difficulty sleeping, choose television viewing instead of play, sports or exercise. G. Emotional Your child refuses to perform house chores , shouts, whines, cries in stressful situations, runs away. Display tantrums , easily irritated, lack of concern to school work H. Social Your child display aggression towards siblings, pets, threatens, engages in fights Your child engages in cooperative stealing, gang behaviour, and is hyperactive I. Intellectual Preoccupied with daydreams Easily led by others, has difficulty making decisions J. Spiritual/Moral Making fun of other kids, mislead others Very much like watching horror movie, join war games Have girlfriend or boyfriend F. Physiological Your child is inspired to engages in sports, dance and physical activities Your child suggests products for grooming e.g shampoo, body sprays , hygiene and aware of cleanliness. G. Emotional Enjoys viewing programs with siblings, parents and friends Identify with mature characters and show self-discipline H. Social Shows acceptance of friends and peers behaviour, converse with all types of people Shows respect for authority, and imitate role model I. Intellectual

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Can relate to t.v programs in terms of sciences, arts and mathematics, can memorize dialogues in commercials Interested in school work, knows how to manipulate computers, and gadgets J. Spiritual/Moral Truthful, respects authority, emphasize , care with less fortunate kids Eager to attend Sunday mass, has memorized prayers, shows honesty