How to Discipline Your Child

Modern parenting experts advise parents to explain their decisions to children ‘as this will make it easier for them to follow the rules’. This simple and seemingly innocuous parenting myth has caused more disharmony, frustration and anger in families than any other advice.

Why Modern Parenting Advice Makes Parenting More Difficult

Here is an example of advice from parenting experts:

"The best way to approach disciplining a toddler or preschool child is to explain the difference between right and wrong and why it is important to have discipline in place. ..

Typically children have many questions and as a parent you should be in a position to answer all of the "hows" and "whys" reasonably. If your child is not following the rules that you have set, talk to the child and be patient.

Talking will help the child learn to explain their feelings and also give them an opportunity to express something that you may not have seen that gave the child a valid reason not to follow the rules. (from The-Best-Ways-to-Implement-Child-Discipline-Through-Different-Ages-and-Stages)"

To a new parent, this seems perfectly reasonable. What they fail to see are the long term consequences of this approach. Children who grow up expecting their parents to explain why they are being asked to do something soon become teens who expect their parents to justify their requests and rules. Having to explain a rule or decision to a two year old is one thing – having to argue with 3 teens or pre-teens about every request you make or discipline you impose becomes a source of frustration and contention in the home.

How many parents today can give an instruction to a child and have it followed out immediately and politely? I imagine, few. This is a direct consequence of this myth. Parents got into the habit of explaining things to their children and their children got into the habit of saying ‘why?’ and getting a reply.

Some experts actually say that if a child presents a reasonable argument as to why they shouldn’t have to do something, then parents should concede! This is a worrying precedent to set in a household. Imagine if all children felt they had the right to state their case every time their parents asked them to hang out the washing and what the consequence would be if parents made a habit of conceding to them.

These experts will argue that unfairness will occur if you don’t let your kids put their cases forward. Indeed, unfairness will occur occasionally; it’s almost impossible for parents to successfully be fair all the time. Children will, however, not be damaged by the occasional unfairness of doing more chores than their siblings as long as they perceive that their parents are trying to be fair. The family, however, will be damaged by parents reversing their decisions on a regular basis. This is likely to cause resentment and disharmony amongst siblings who, for instance,end up having to do a chore that was originally given to another child.

Explaining, arguing and negotiating with children reduces a parent’s authority in a child’s eye. Children start to see themselves as being on the same level as parents, with the right to question any decision their parents make. This is clearly detrimental to a parent’s ability to raise their children well. It makes parenting a thankless, frustrating and demoralising exercise.

What Makes A Family Work Well

For a house to work well, there must be a clear leader/s and the other members of the family must be willing to accept the decisions of these leaders. There can’t be constant arguments and negotiations about chores, bath times, homework, computer time, tv watching, phone calls, friends coming over, bed time, sleepovers – the list is endless.

I always say a happy family works like an army unit – the officers make the rules and the privates must follow those rules unquestioningly. Indeed, the first few years of parenthood are essentially about ‘drilling’ children in rules of behaviour and obedience. It’s all a matter of training. As long as the parents are firm, fair, consistent and perceived to be in charge, then children are happy to give over the reins to them. This has to be the way or the unit will just not succeed in their mission (which, in this case, is to be a happy, peaceful and cooperative family unit).

Strategies For Taking Back Control in the Home

Briefly, parents need to take back control by demonstrating to children that they are in charge. New parents can start out correctly by giving instructions or giving simple no’s without reasoning or explanation, followed by an immediate consequence for non-compliance. The time for discussion is later, not when parents are disciplining. In most cases, even young children know immediately why they have been disciplined. Following this pattern from an early age ensures obedience and establishes a parent’s authority in the child’s eye.

This is particularly important when a parent requires instant obedience. For instance, if a parent sees a child about to fall into a pool or cross a street, he needs to know that the child will freeze in their tracks when they hear ‘Stop!’ or ‘NO!’. A child who has learned that parents will explain first why they have to do it or will give them a few chances before imposing a consequence is not a child who is going to freeze on the spot.

For older children, parents will need to explain the new regime and, probably, giving consequences for questioning decisions. For one family I suggested giving chores every time an instruction or decision was followed by the word ‘why’. It only took a week to change the dynamics in that household!

In addition, parents must practise staying calm, no matter what the provocation. Any time parents lose their temper is a time when they have shown their children that they are not in charge, and therefore, open to challenges. More information on how to be effective parents is available at How to Raise Courteous and Confident Children.

puffy nipples

There are some children who absolutely love going to school. Whether it’s the constant interaction with friends, the classes or the after-school activities, they hardly ever complain about having to get up in the mornings – and their parents are the lucky ones!

If your child is less than thrilled with the prospect of starting another year at school – or just puts up a fight every weekday morning – then you may feel at a loss as to how to get them excited for school. Sure, you could tell them how great getting an education is, or how much you miss school yourself – but your opinions are likely influenced by hindsight, whereas your child will benefit from something more tangible.

So how exactly do you get your child excited for school short of becoming his or her own personal cheerleading squad? Here are some sneaky tricks and tips that will have your child excited to wake up on weekday mornings!

First, be sure that you understand exactly why your child isn’t excited about school. Is there any reason in particular that he or she is unenthusiastic? For example, is your child being bullied? Is there a teacher who your child doesn’t like? Or do the school subjects not appeal to him or her? By finding the root cause of your child’s apathy, you’re more likely to successfully address these concerns and get your kid motivated to get on that school bus every morning. Be sure to sit your child down and ask more than just surface questions about school: quiz them on their favourite or least favourite subjects, friends and teachers.

If your child is suffering from bullying, you’ll need to get the school involved in order to make the classroom a safer and more supportive environment. Talk to school administrators and demand a zero-tolerance policy on bullying; thanks to the national attention that’s been paid to problems that arise with bullying, you’re likely to be successful.

However, if it’s the academics that really turn your child off, try to tease out what exactly your child dislikes about his or her classes. Is the work too hard? If so, enroll your child in tutoring and other programs that will teach him or her how to study successfully. On the other hand, are the classes too boring? If that’s the case, find out if your school has any programmes for the academically gifted or advanced classes that can be taken after school. Ask your teacher if he or she can assign intellectually challenging homework to your child in order to keep things interesting.

Additionally, play up your child’s favourite hobbies and put them in context of school. Does your child enjoy acting, singing or playing sports? Then get them enrolled in an after-school activity pronto! You’ll be amazed at how much your child will look forward to going to school if he or she knows that the day will end doing something extremely enjoyable. Does your child enjoy art or writing? Lots of schools now offer after-school classes on painting, drawing and creative writing. If your school doesn’t, then find one in your area that does – the point is to get your child to associate a school day with enjoyable activities, no matter what school it’s held at!

Sometimes, your child might say that he or she hates school just because “everyone else does”. However, be sure to highlight all of the great things about school whenever you’re faced with this comment – soon, your child will associate school with fun, and will look forward to the weekdays.

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Ever had the situation where a friend visited and her little darlings turned into monsters the minute they walked through your front door?

They climbed over furniture, continually interrupted your conversations and were generally obnoxious and rude yet your friend did nothing about their behaviour!  It’s left up to you to pull them into line.

Disciplining other people’s kids is tricky these days. Despite the rhetoric of ‘it takes a village to raise a child’ that you hear in parenting lectures child-rearing is a very private activity.

Parents can be very protective of not only their own children but their own way of raising them. Disciplining of children in public by someone else can be taken as a personal affront to their effectiveness as a parent.

Disciplining the children of a friend or relative is easy if you are on the same parenting wavelength; both with similar expectations about behaviour and matching approaches to discipline.

But it’s really challenging when your standards of behaviour are postcodes apart or the other parents’ idea of discipline consists of a few feeble requests for some cooperation, which the kids routinely ignore.

The key is to communicate with the other parent and be clear about who is going to do the disciplining and reach agreement on acceptable behaviours.

The following guidelines may help with this process:

1.  House rules apply. If children are visiting your house then the rules of acceptable behaviour that you normally expect should apply. Don’t be afraid to pull children up with an appeal to house rules such as: “We don’t play on the furniture here. Climbing is for outside in this house.” Then enforce your rule and lead them outside if they continue to play roughly inside.

2.  Deal with misbehaviour directed at you. Respond to children’s cheeky behaviour, poor language, or lack of manners that is directed at you or impacts on you. Kids need to learn that different people accept different standards of behaviour and they should adjust their behaviour accordingly.

3.  Check with the other parent if you are unsure. If you see inappropriate behaviour check with the other child’s parent about who should deal with the misbehaviour. Ask about their normal way of disciplining and get some agreement about handling it if they won’t or don’t see the behaviour as an issue.

4.  Keep discipline methods reasonable with other people’s kids. Stick to behavioural consequences that are reasonable and respectful to the child. Avoid smacking or verbally criticising another person’s child no matter how poorly they behave. This is acting outside the realm of acceptable adult behaviour. Keep your discipline in line with what is generally acceptable in child care centres and schools and you can’t go too far wrong.

Working with parental differences takes some tact and diplomacy and a willingness to make a stand about children’ behaviours that you feel are outside the bounds of acceptable behaviour regardless of who their parents are.

sluice boxes

Child discipline the easy way ~Part 1

My children run the gamut of unfortunate behaviors due to their own innate personalities. In almost nine years of parenting, I have picked up some handy tricks to bring happiness and peace in the household. Today we will discuss teaching your children to take you seriously. This can be done without yelling, spanking, empty threats and tears (on your part, at least)!

I learned John Rosemond’s “Ticket System” to discipline children years ago. It is simple and easy. The best part is that it actually works. We can remember it and kids understand it!

In a nutshell, my two older boys (8 & 6) both have four tickets on the fridge in the morning. With each ticket that is lost, privileges are lost. I explain to the Monkeys what is expected and what the consequences are if they disobey. It’s that easy.

This is important, listen close, don’t ramble on. Your kids will tune you out, like the teacher in Charlie Brown’s classroom. When you speak remember the three C’s.

The Three C’s-

Be Clear- explain exactly what expectations are and why.

Be Concise- K.I.S.S.- Kids will only listen to about two sentences, if you are lucky!

Be Commanding- speak with authority. Fake it until you feel comfortable. Pretend you know what you are doing!

We are working on one issue at a time with the tickets. Presently, the boys are learning to obey me when I give a direction. I have announced that nagging them and yelling is bumming me out, and I will do it no more. Do not try to use the ticket system for all the things they do wrong. There is time to teach and change behavior, and it shouldn’t be done all at once. Both you and your kids will go crazy. Focus on the BIG STUFF.

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Here’s how it works-

The child will receive one warning before losing a ticket.

~”Hey Monkey, I asked you to put your dish in the dishwasher after breakfast. Here’s your one and only warning.”

2. The first ticket, of four, is removed from the fridge and put on the side when a second act of disobedience occurs.

~”Ok, Monkey, I asked you not to wrap your brothers in toilet paper to play mummies. You have lost your first ticket! Be careful, I’m sure you will work hard not to lose the second ticket!”

3. When the second ticket is removed be prepared for your little insurgents to riot! Do not lose hope, stay strong. If you back down now…..you are done!

~”Uh-Oh, Monkeys, you were told not to spray paint the dog pink. You lost your third ticket, no cartoons* for the rest of the day. “

*If your little henchmen are gamers, then no games is a great choice here!

4. When ticket #3 is lost, my Monkeys lose the privilege to watch any TV or go out and play with kids after school.

Third ticket will increase the screaming and gnashing of teeth tenfold. ~~DO NOT BACK DOWN!~~~ When your child blows you off, you pull that ticket and stand your ground. Remind your little terrorist that if he argues you WILL pull the last ticket.

“Monkey, I told you that if you juggled flaming toilet paper rolls in the front yard, you must wear your goggles. You didn’t, and now I have to pull your third ticket. No TV and no playing with friends today.”

5. Now you have hit the big time……The last ticket.

Depending on how ’strong-willed’ your little henchman is you may only have to pull it once, or it may take a dozen times. When the fourth ticket is lost the child must stay in his or her room until bedtime, only coming out for mealtimes and bathroom.

~~If the little wild child has a TV, Computer, or Game system in there (he shouldn’t!)……Take it out!

“Darling, you stole mommy’s Suburban to drive to Toys-R-Us with your little homies. I told you that you couldn’t drive for 11 more years. You have lost your last ticket. You will be in your room until bedtime. I’ll call you out for dinner when it is ready.”

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Ticket System F.A.Q.s-

Dear Fussypants,

My little Carson went to his room at 11:30 this morning. I feel so sorry for him. He’s apologetic and sweet. I think he should come out. He’s only 7 and I can’t leave him up there all day. What should I do?

Thanks, Wimpy in Washington

Dear Wimpy in Washington,

If your little sweety were so sweet he wouldn’t have misbehaved and lost all his tickets. Hopefully, today will teach him never to blow you off and ignore your directions again. If you let him out now he will have won and he will not take the system seriously. The point of the system is to keep parents from getting angry and giving out a million empty threats. Stand your ground, Sister. You are the parent right?

Love, Mrs. Fussypants

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Dear Mrs. Fussypants,

When I pulled little Gracie’s fourth ticket she became furious. She screamed and it ripping up her room. I put up a baby gate to keep her in. I had to let her out because she would have ruined all her things. What else can I do?

Thanks, Bad Mommy in Ohio

Dear Bad Mommy,

Gracie won, didn’t she? Some children use sympathy to get their way. Gracie used force. If she is able to make you back down as a small child, then she will laugh in your face as a teenager. Children do not get easier with age. Children, over the years, simply become more ingrained in their behavior patterns. Pack up Gracie’s breakables in a couple plastic totes from Target. Explain to her that all her favorite belongings will be put away until she can control herself. Next time she is put in her room when all her tickets are gone, she will think twice about channeling the Tasmanian Devil. If you stand your ground now, she will learn to respect you.

Love, Mrs. Fussypants

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Dear Mrs. Fussypants,

At what age should I start the tickets? How should I make them?

Thanks, Clueless in Colorado

Dear Clueless,

You can start as early as four. Four year olds need more chances than say a six to nine year old. I used 6 tickets, and gave other punishments with them, when my kids were under 5. What punishment should you use? Take away what your child really enjoys. If it were fun, it wouldn’t be punishment, would it?

I made the tickets from supplies from the craft store. I used- interesting scrapbook paper (footballs, ballet shoes etc…), and sticky backed magnets. If you choose paper that shows each child’s personality then there is no confusion. I keep my tickets on the fridge.

Love, Mrs. Fussypants

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Dear Mrs. Fussypants,

I don’t like the idea that I have to be mean and lock my child in his room! This seems like child abuse. I want a happy loving family!

Sincerly, Fran in Fantasyland

Dear Fran in Fantasyland,

Think about how many interactions between Moms and kids turn out……

Mom, “Honey, please don’t pour milk on your sisters favorite American Girls Dolls!”

Mom, getting louder, “Swee-eety, how would you feel if someone did that to your toys?”

Mom, angrily yells, “Get away from then, NOW.”

Mom, when ignored again, is furious.She screams, yanks him up by the arm and pops him on the bottom.

What happened? The boy learns not to listen or take Mom seriously because Mom won’t take action until she is furious. Until Mom is mean, he won’t be bothered to listen.

Children need limits and clear guidelines. Parents have the moral responsibility to civilize their children. To not teach your children to control themselves and yield to a higher authority you are essentially neglecting them.

Is it “mean” to put them in their room all day? Only if you don’t feed him regular meals, hurl unpleasantries at him, or throw snakes in with him. Now that would be mean.

No out-of-control child is happy. Happiness comes when ALL members of a family can behave in a resonably civilized manner!

Furthermore, child abuse many times occurs when an exasperated parent just can’t take it anymore. “I’ve done everything I can. That boy won’t listen. I have ***** to get his attention!” This escalates quickly and sadly, this is the moment parents just SNAP and abusive* interactions can occur.

*Verbal abuse and emotional abuse is very common, and just as painful as physical abuse.*

I hope this helps!

Love, Mrs. Fussypants

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IMPACTS OF FOOD PRODUCT ADVERTISEMENTS OF PAKISTAN TELEVISION ON THE EATING HABITS OF CHILDREN

By MALIK TARIQ MAHMOOD

INTRODUCTION

Television belongs to the family of audio-visual communication medium. It is able to transmit sounds and images carrying message of a varied nature and for a variety of purpose. It has strong influence on people, in the culture and on other media. It is a widely used telecommunication system for broadcasting and receiving moving pictures and sound over a distance from all around the world. The term may also be used to refer specifically to a television set, programming or television transmission. Television commercials have become one of the most effective, most persuasive, and most popular methods of selling products of many sorts.

Within Pakistani culture we need to look deeper at the role of television and advertisements, to assess why they hold such a valuable position. Pakistan Television is a permanent fixture in children’s lives. The television set is as familiar to children as the faces of family members. Television set is always there, to entertain and to give company to children, especially when no one else in the mood to play, chat or interact with them. They are increasingly being exposed to different cultures, absorbing new ideas and impressions about other cultures.

Many television advertisements are catchy jingles or catch-phrases that generate sustained appeal, which may remain in the minds of television viewers long after the span of the advertising campaign. Nowadays advertising spread in our entire culture influences in society and our fundamental patterns of life. Advertising can be seen as one of the factors that contribute to shape people’s life, their basic values, and attitudes. But actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.’1

Advertising has been watched in many ways: on Television, Newspapers, Billboards, Walls, Video, Internet and in many other forms. The protection of children from harm is linked directly to the issue of what affects observed from viewing television. The criticisms regarding watching television of children are linked to what they watch and for how long. Television advertising on food causes parental concern; parents try to control the television viewing of their children. Parental control of television viewing is expected to lower the number of hours of a child, which leaves impacts on their health.1

Today’s children are our future and unique in many ways from previous generation. But perhaps the most influencing factor on children’s health is television advertisements. There are general concerns of parents that television advertising has negative influence intended or unintended on children’s health.

Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various media. Advertising companies naturally communicate to large number of people about their products. There is nothing wrong with that, as it allows innovative ideas and concepts to be shared with others. However, as the years have progressed, the advertising methods and techniques have become advance, appealing, shaping, and even creating consumer’s needs where there has been none before, or turning luxuries into necessities.2

Mass advertising is no longer solely a means of introducing and distributing products, though it does that. It is a major mechanism in the ability of a relatively small number of giant corporations to hold disproportionate power over the economy. These corporations need newspapers, magazines, and broadcasting not just to sell their goods but to maintain their economic and political influence. The media are no longer neutral agents of the merchants but essential gears in the machinery of corporate gigantism, and increasingly they are not only needed but they are owned by the corporate giants.3

HISTORY OF ADVERTISING

Advertising is as old as civilization itself. The earliest beginnings of advertising, of course, are impossible to pinpoint, but there are several examples dating back thousands of years. In early days, signboards were placed above the doors of business establishments, and later, the town crier was an important advertising medium. Advertising was a well established part of the social environment of early civilizations. However, until the advent of mass selling in the 19th century, advertising played only a minor role in the conducting of business.4

After the invention of printing handbills, posters and then newspapers were used in increasing the quantities of advertise products. The development of railroad transportation enabled advertising industry to send its products to consumers who lived far from the manufacturing plants. Advertising assumed national character as business people used both newspapers and television to broaden their markets.

STATEMENT OF THE PROBLEM

The advertising of food products of Pakistan Television impact on children’s health – eating disorder and they become obese and idle. The researcher interested to investigate these impacts of food-products advertising on the health of children.

OBJECTIVES

The study was conducted while keeping following objectives in mind:

i) To investigate children’s viewing habits of Pakistan Television

ii) To find out impacts of advertising on children’s health

SIGNIFICANCE OF THE STUDY

Although there are many beneficiaries of the study but the main beneficiaries are parents’, and personnel of advertising agencies. All parents want to provide good food to their children for healthy life. The results of the study will show the parents about impact of advertising on the health of their children and will help them to compensate these affects.

LITERATURE REVIEW

This chapter has been divided into five parts. The first part describes some general things about Television advertising. The second part of the chapter is explaining theory of the advertising; how the advertisements affect the health of children and their lives. The third part explains the role of advertising in the society. The fourth part describes the health of children and their BMI. The fifth part of the study explores the negative impacts of ads on the health of children of 8 to 12 years.

Television is an important socialisation agent; it is present in children’s lives. Many advertisements broadcast on television are the creations of brilliant minds that want to persuade them to purchase the advertised products. Evidence are mounting that marketing to children is harmful. Nearly every aspect of children’s lives has been adversely affected by recent trends of advertising. Research links advertising to increased obesity and eating disorders in children because they are vulnerable to persuasive messages. According to Media scholar Gorge “Television has become unavoidable and unremitting factor in shaping that what we are and what we will become.”1

The children under the age of eight are unable to critically comprehend televised advertising messages and are prone to accept advertiser messages as truthful, accurate and unbiased. This can lead to unhealthy eating habits as evidenced by today’s youth. This is a critical concern because the most common products marketed to children are cereals, candies, sweets, sodas and snack foods. Advertising of such unhealthy food products to young children contributes to poor nutritional habits that may last a lifetime and be a variable in the current epidemic of obesity among kids.2

TELEVISION ADVERTISING

A consumer exposed hundreds commercial messages every day. They may appear in the form of billboards, newspapers, television commercials, etc. It is actually a very structured form of applied communication, employing both verbal and nonverbal elements that are composed to fill specific space and time formats determined by the sponsor. First and foremost, advertising is communication – a special kind of communication. Traditionally, advertising has been principally a one-way process, but with today’s new interactive technology, consumers can give feedback to advertising messages in real time using the same channels as the sender. Most advertising is intended to be persuasive – to win converts to a product, service, or idea. Some ads, such as legal announcements, are intended merely to inform, not to persuade. But they are still ads because they satisfy all the other requirements of the definition.3

The issues surrounding advertising directed to children are related to certain commercial campaigns primarily targeting children. Cold-drink advertisements are commonly shown during sports events and seen by millions of children, creating brand familiarity and motivating children for buying. They have been exposed television more than 15 edible ads during one hour programme and when they watch television 4 hours a day that means they saw one product’s ad around 20 times in one sitting. This is referred to graph no. 15 at page 34.

Advertising is persuasive and informational influence on the behaviour of the audience. Advertising is also a marketing tool and may be used in combination with other marketing tools, such as sales promotions, personal selling tactics, or publicity. But the actual picture is different, according to Edger “Advertising is the art of making whole lies out of half truth.”

The impact of television advertising is the greatest among children. The children like television commercials more than elder group, and they are also more deeply influenced by the catchy appearance of advertiser on their lives.

Advertising aimed at children is based on three concerns, first, it is believed that advertising promote superficially and values founded in material goods and consumption. Second, children are considered inexperienced consumers and easy prey for the sophisticated persuasion of advertisers. Third, advertising influences children demand for everything from toy to snack food.4

THE ROLE OF ADVERTISING

Advertising plays a vital role in the economic system of a country. It helps in selling ideas, goods, and services. Advertising both reflects and affects our lifestyles, and thus, plays a substantial social role. Advertising has become so close to our life, therefore, it serves multidimensional communication needs of society. Business firms, labour unions, government agencies, and political leaders are successfully employing advertising to inform and persuade people about their purpose.

Kapoor gives the four points of role of advertising: First, the country’s gross national product is greater and the standard of living is higher than they would otherwise be. Advertising creates jobs with a greater variety of products, and improves the quality of products and increase the economy of country. Second, argument of Kapoor is that advertising plays a major role in informing the consumer so that more intelligent choices are made in the marketplace. Third, rationale for advertising is that the firm’s cost of production per unit of output is lower because advertising increases demand for the firm’s output, so, advertising leads to more efficient use of resources in the economy. Finally, she says that advertising leaves the impacts either positive or negative on the general masses as well as on children. These impacts are changed according to the culture and environment.5

The above mentioned four points are whole picture of advertising that advertisers want to achieve. This same situation can be found in Pakistan. So, no one can able to explore all the aspects of advertising at this level because so many hurdles are there, such as lack of resources, shortage of time.

CHILDREN’S HEALTH

Every parent consciously and keenly observes the health of their children in all society. But parents are more attached with their children in Pakistani society because children are their future and they will help in finances when parents will retire. All parents like to provide good food to their children for their health and give proper education for making them a good citizen. Both parents are working because they want to improve their living standard; this is referred to graph no. 4. Some times parents over looks children’s activities i.e. what and when they eat? When and how they watch television? Why they become obese and idle? 6

Actually the researcher will explore the answer of all these questions because these questions are mainly related with the study.

Health experts have linked excessive watching television to obesity – a significant health problem today. While watching television, children are inactive to buy such products. They are also bombarded with advertising messages that encourage them to buy and eat unhealthy foods such as potato chips, burgers, pastries etc. and empty-calorie soft drinks that often become preferred snack foods. Indirectly advertising leave too much affect on children’s health. Even if children are watching 4 hours of quality educational programs on television in a day, that means they are not exercising, reading, socializing, or spending time outside. But some studies have shown that decreasing the amount of television watching by children led to less weight gain and lower body mass index increase, and make them idle that is not better for their health.7

BODY MASS INDEX (BMI)

Body Mass Index (BMI) is used to estimate healthy weight of average people. A BMI of 20 to 24 is desirable for most adults. A person with a BMI of 25 to 29.9 is considered overweight, and a person with a BMI of 30 or above is considered obese. Obesity is associated with an increased risk for heart disease, diabetes, and other life-threatening diseases.

The body mass index (BMI) is commonly used to determine desirable body weights. BMI is a measure of an adult’s weight in relation to height, and it is calculated metrically as weight divided by height squared (kg/m2).

Body mass index only provides a rough estimate of desirable weight; however, physicians recognize that many other factors besides height affect weight. Weight alone may not be an indicator of fat, as in the case of a bodybuilder who may have a high BMI because of a high percentage of muscle tissue, which weighs more than fat. Likewise, a person with a sedentary lifestyle may be within a desirable weight range but have excess fat tissue. However, the higher BMI is greater the risk for developing serious medical conditions.

BMI Chart for Boys

Body Mass Index (BMI) percentiles for boys, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

BMI Chart for Girls

Body Mass Index (BMI) percentiles for girls, from two to twenty years, so that you can track your child’s growth curve and see if they are underweight, overweight or just right.

What is Fat?

Fats, or lipids, are nutrients in food that children’s body uses to build nerve tissue (like the brain) and hormones. The body also uses fat as fuel. If fats that children have eaten are not burned as energy or used as building blocks, they are stored by the body in fat cells. This is body’s way of thinking ahead: By saving fat for future use, the body plans for times when food might be scarce.

Fat gives food flavour and texture, but it’s also high in calories, and excess amounts of fatty foods as with excess amounts of any food can cause many health risks. For children and adolescents, desserts and snacks including potato chips, chocolate, cakes, doughnuts, pastries, and cookies are a significant source of fat. Children also get fat from whole milk products and high-fat meats, such as fried and spicy meat. Of course, fast-food and take-out meals tend to have more fat than home cooking; and in restaurants, fried dishes are the highest in fat content. Fat also often “hides” in foods in the form of creamy, cheesy, or buttery sauces or dressings.

Still, though, fat is an important part of a healthy diet when the children eat the right kinds of fats especially those from certain kinds of fish in recommended amounts. Like carbohydrates in recent years, fats have been wrongly accused of being “bad”. Although some definitely better than others, certain kinds of fat are actually good for teenager and children an important part of a healthy diet.

Obesity increases the risk of developing disease. According to the National Institute of Diabetes and Digestive and Kidney Diseases, almost 70 percent of heart disease cases in the United States are linked to excess body fat, and obese people are more than twice as likely to develop hypertension. The risk of medical complications, particularly heart disease, increases when body fat is distributed around the waist, especially in the abdomen. This type of upper body fat distribution is more common in men than in women.8

CAUSES OF OBESITY

A calorie is the unit used to measure the energy value of food and the energy used by the body to maintain normal functions. When the calories from food intake equal the calories of energy the body uses, weight remains constant. But when a person consumes more calories than the body needs, the body stores those additional calories as fat, causing subsequent weight gain.

Obesity, medical condition characterized by storage of excess body fat. The human body naturally stores fat tissue under the skin and around organs and joints. Fat is critical for good health because it is a source of energy when the body lacks the energy necessary to sustain life processes, and it provides insulation and protection for internal organs. But the accumulation of too much fat in the body is associated with a variety of health problems. Studies show that individuals who are overweight or obese run a greater risk of developing diabetes mellitus, hypertension, coronary heart disease, stroke, arthritis, and some forms of cancer.9

The causes of obesity are complex and include some factors. Basically, obesity occurs when a person eats more calories than the body burns up. The children have an 80 percent chance of being obese if their parents are obese. Obesity in childhood and adolescence can be related to:

i) Poor eating habits

ii) Overeating habits

iii) Unnecessary use of Cold drinks

iv) Eating Non-nutrition food

v) Eating out-side the home

The percentage of overweight children is growing at an alarming rate. On the whole, children were spending less time exercising and more time in front of the TV and computer. And today’s busy families have fewer free moments to prepare nutritious, home-cooked meals, day in and day out. From fast food to electronics, quick and easy seems to be the mindset of many people, young and old, in the new millennium.

IMPACTS OF ADVERTISING

Modern life style has frozen the family size in the Pakistani society. Nuclear family has taken place of the joint family. Lifestyle trends in urban Pakistan (rising incomes, longer working hours, more working mothers, and time-poor/cash-rich parents) tend to support their families, which lead the child to watching television and increased consumption of unnecessary food. Furthermore, the advertising industry makes junk food seem irresistible.

Children who watch a lot of television have difficulty in concentrating at school because they are used to being given all the answers instead of being asked to think about questions. If children watch less television, their imagination will grow.

Unfortunately, children are not given proper guidance as to what they should do. The media is not playing its proper role in the promotion of children’s rights and the difficulties they have to face in the society. Even the authorities of Pakistan Television ignored this side and they can not design programs according to children’s requirements.

IMPACTS ON CHILDREN’S HEALTH

James suggests that “Childhood obesity arises from foods that are high in fat and low in fibre. When children eat this food, the insulin not only increases the effects of the pleasure-chemical dopamine (making the child want to eat more of the same food) but also reduces the effects of the hormone leptons, making the child want to eat more and be less active”.10

Television also has negative impacts, it creates eye problems. It stops the children from going out and playing with friends. Its advertising makes them buy things even if they do not need. It can make them tired and unable to focus on their lessons.

LEAVE UNHEALTHY HABITS

Gerbner said that the many media experts in Western countries who continue to be deeply anxious about the commercial context of television programming. They argue that television advertising leave impacts on society, particularly on the health of children, and television advertising is not going on air without reason.11

The impact of television on children has received much attention. Research suggests that children see television advertising as just another form of programming and react uncritically to its messages, which makes them especially vulnerable to advertising. There is also concern about the way in which children respond to advertising. Research indicates that many children are unduly influenced by this standard of health, become dissatisfied with their own bodies, and may develop eating disorders in pursuit of a thin figure. Advertising affect daily life and eating habits etc. The children as well as the teenager get influenced, consciously or unconsciously by advertisements of Pakistan television.

RESEARCH METHODOLOGY

Every scientific discipline employs a particular methodology in conducting of research. This includes some assumptions and values which serve as a rationale (underlying reasons) for effort of research and standards criteria for the whole process. The basic purpose of this research study was investigating the negative impacts of eating habits/disorder on the health of children. For this purpose systematic random sampling method was used. The sample size was limited to 30 children aged between 8 – 12 years and their parents.

RESEARCH DESIGN

This study was survey research about “Impacts of food product advertisements of Pakistan Television on eating habits of Children” in Satellite Town (B-Block) Rawalpindi city. The researcher used questionnaire for parents and interviews of the children as instrument to gather the data.

POPULATION

In this research study children of age 8 – 12, and their parents in Rawalpindi city were the population of the study.

SAMPLING TECHNIQUE AND SAMPLE

Random and convenience sampling techniques were applied in this research for selecting the sample. The sampling frame was 30 children aged 8 – 12, and their parents from Satellite Town (B-Block) Rawalpindi city.

DEMOGRAPHIC VARIABLES

There are three demographic variables in this study:

i) Gender

ii) Age

iii) Qualification

RESEARCH INSTRUMENTS

In order to realise the objective, a survey study was carried out. The data was collected mainly from the primary sources. A questionnaire was designed for parents. Children’s questionnaire was also used for structured interview.

DATA COLLECTION

Data was collected through questionnaire and interview. Questionnaire were distributed among the parents and administered by the researcher personally. Structured Interview was conducted to all children respondents of sample.

DATA ANALYSIS AND INTERPRETATION

In this chapter the researcher analyzed the data of impacts of advertisements on the health of children. The data on the “Impacts of Food Product Advertisements of PTV on the Health of Children were collected through a questionnaire which was especially designed for this study. Primarily, cross-tabulation statistical procedure was applied to investigate relationship between demographic variables i.e. (gender, age, and qualification, and presented in graphs alongwith data tables with interpretation.

As evident form the graph 1, the majority of the male respondents (34% fell in the age category of 30 to 45 as well as female respondents in the same groups made 23%. The results showed that majority of the both groups respondents were youngster.

As evident from the graph 2, the majority of the male respondents (20%) was Doctor whereas 20% were running their business, 10% female respondents were Govt. employee and 10% were housewives.

Graph 3, showed that 57% of male respondents and 30% female respondents were highly qualified. So, male respondents were higher qualified as compared to female.

The graph 4 documents the monthly income of the parents-respondents. As evident from the graph that male respondent belongs to well earning families as compare to female respondents.

As evident from the graph 5 this shows the composition of families of the respondents, the majority of respondents having four members in their family.

As evident from the graph 6 all parent respondents watched PTV regularly.

As evident from the graph 7 that majority (13%) of male-respondents watched PTV in evening and late night as compare to female respondents who liked to watch Pakistan Television in morning and afternoon.

Graph 8 showed that majority of parent watches Pakistan Television for 2 to 3 hours daily.

Graph 9 reflects that all children respondents were regular viewers of Pakistan Television.

The results of the graph 10 shows that children like to watch television in evening mostly but some respondents like to watch in afternoon as well.

As evident from the graph 11, the majority (30%) of children respondents watches PTV for more than four hours daily. According to the data collected children of 8-12 years old were heavy viewers of PTV. Actually that is the problem area because watching television for long time i.e. more than five hours creates adverse effects on the health, especially children of 8-12 years old.

The results of the graph 12 shows that majority (33%) of children respondents like to watch children shows/quiz programmes as guided by their parents.

Graph 13 reflects that parents allow their children to watch PTV for the purpose of getting updated information and for entertainment as well.

Graph 14 is evident that male respondents felt tiredness when they watch PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

As evident from the graph 15 that majority of respondents (40%) watched ads around 15-20 and 20% saw more than 25 ads in an hour. Its means that during one hour program a lot of food-products were advertised on PTV which instigated children to buy these products on their own or ask their parents to buy the same for them.

As evident from the graph 16 that majority of both parent and children respondents usually liked to buy cold-drinks but some children responded that they also liked to buy chips type products as well. These products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

As evident from the graph 17 parent respondents, responded that children attitude was changed if they did not buy or allow them to buy such edibles. They behave aggressively with their elders or parents.

The results of the graph 18 show the impacts of Pakistan Television’s ads on children. Parents responded that their children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

As results of the graph 19 shows that parents always buy food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

As evident from the graph 20 that parents felt that PTV’s ads effected their children’s diet because their children having enough money to buy belong to upper class families (refer to graph no.4).

As evident of graph 21 that parents responded that these ads increased eating disorder and decreased health of their children.

FINDINGS

The purpose of this research was to find out Impacts of Food Product Advertisements of Pakistan Television on the Eating Habits of Children. The major variables those are likely to have a significant impact of Pakistan Television ads on children’s health.

In Pakistan almost all the children have been watching television regularly. The information about children’s spending time on viewing television was to estimate their exposure to the variety of advertisements. Variation of advertising’s influence has been observed differently in one child to another, and from day to day for the same child. Nevertheless, some general influence of advertising on children were observed, which presented in chapter 4 at graph 9.

According to the graph 11; all the children have been watching television daily. 23% children saw television for up to 3 hours and 30% were watched television up to 4 hours a day. Thus, they were found heavy and regular viewers. Most of the children spend quite a lot of time sitting in front of television screen watching various programmes.

Thus, children of 8 to 10 years old were found to be more attracted towards television ads and they watched them with great interest but with the increasement in the age, children’s preferences shifted towards television programmes.

Most of the children in all age groups watched the television ads with great. That means many audio-visual techniques in television advertising were simply aimed at gaining, and holding children’s attention, which impressed them to purchase various products. Thus, television advertisements could really make a tremendous impact on children. The researcher found out the following aspects:

1) Children of 8-12 years old and their parents were watched Pakistan Television TV regularly. Most of the male parent liked to watch at late night but female parent liked to watch at morning and evening and their children liked to watch at evening. The parents’ watching span was 2-3 hours but their children’s watching span was 4-5 hours daily.

2) Children liked to watch children shows/quiz programmes but their parents allowed them to watch of PTV for getting information and entertainment as well.

3) Male respondents felt tiredness when they watched PTV for more than 3 to 4 hours but female respondents got bored that means female liked to watch more than four hours.

4) Majority of parents and children usually liked to buy cold-drinks but some children also liked to buy chips type products as well. The researcher find out that these products increase fats on the body especially in children because the age 8-12 years is the grooming age and they need proper and nutritionist diet for their health.

5) Children’s attitude was changed if they did not buy or allow them to buy such edibles. They behaved aggressively with their elders or parents.

6) The children tried to imitate when they saw ads, but some parents responded that they felt some aggressiveness during/after watching ads because advertiser showed super human actions.

7) Parents always bought readymade food products on their children’s demand because they were well earned (refer to graph no. 4). They fulfilled all demands of their children whatever they demanded for eating. This eating habit created eating-disorder in the children of 8-12 years old.

Ads of PTV effected their children’s diet because their children having enough money to buy such edible belong to upper class families (refer to graph no.4).

9) Ads of Pakistan Television increased eating disorder and decreased health of children of 8-12 years old.

CONCLUSION

Mostly children are addicted to viewing TV their average of viewing is more then 60% that means they are watching TV more then five hours per day, they are heavy viewers. After/during watching TV’s ads most of the children demanding drinks i.e. coca-cola, des, Pepsi these drinks develops unhealthy habits of children. Some children ages of 10-12 are trying to imitate the same action which they seen during that ads, which are dangerous for their lives.

The data of this research study proves that fats increased in the body of people especially in children, if they regularly drink these products. Increases fat in the body is not good sign because fat creates obesity and hear-diseases. Children are over weight according to their age and height because they are regularly use these cold drinks and eating fried meats outside the home with their parents or elders.

Children having less weight according to their BMI it’s due to their eating disorder. They think that if we eat and drink more than other we have good muscles but their stomachs are not digesting the such food properly, so eating disorder increased and after a couple of months their weight is decreasing. That is only for their eating disorder. They seen that the performer of powder-milk ads is healthier because s/he drink that milk after that they trying to buy and drink that power-milk but they do not know the actual picture.

RECOMMENDATIONS

After concluding the results of the data the researcher give the following recommendations:

i) Policymakers need to take steps to better protect children from exposure to advertising because of the inherent unfairness of advertising to audiences who lack the capability to evaluate wrong information in television advertising.

ii) Parents should attempt to restrict their children’s TV time.

iii) Teachers and parents can help children to decide what they should watch on TV.

iv) Adults should look out for things their children do not understand on TV.

v) Parents should also keep an eye on any other negative effects of watching Pakistan Television on children’s health, eating-disorder and their eye sight problems.

vi) Children should be encouraged both in their schools and at home to discuss television advertising.

vii) Parents/Teachers should help children to look for programmes which relevant for their health and has some positive impacts on their health of Pakistan Television.

Works Cited

Edger A. Shoaff. http://thinkexist.com/quotation/advertising_is_the_art_making_whole_lies/204323.html

Evra, Judith Van: Television and Child Development. (Hillsdale, NJ: Lawrence Erlbaum 1990).

Kunkel, D., Wilson, B., Donnerstein, E., & Blumenthal, E.: Measuring Television Violence: The importance of context. (Journal of Broadcasting and Electronic Media 1995).

Ibid.

Ibid

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Namita Unnikrishnan, and Shailaja Pajpai: The Impact of Television Advertising on Children. (Sage Publications India Private Limited, India 1996)

Neeru Kapoor: Television Advertising & Consumer Response. (Mittal Publication, New Delhi, India 2003)

http://weightloss.about.com/od/obesityhealth/a/blwhatsbmi.htm

http://en.wikipedia.org/wiki/Obesity

Shanahan James and Michael Morgan: Television and its Viewers: Cultivation Theory and Research. (Cambridge University Press, UK1999)

Syed Abdul Siraj Advertising. Islamabad: Allama Iqbal Open University) 6-8

Microsoft ® Encarta ® Reference Library 2005. © 1993-2004 Microsoft Corporation. All rights reserved.

William F. Arens. Contemporary Advertising (10th Edition). (McGraw-Hill Irwin, United States 2006)

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