Журнал массовых коммуникаций и журналистики

Television Advertisements Motivating Western lifestyle on 'College Youth'

Abstract

Kavitha V

Television advertisements being announcers have their own appeal in gaining the young audience attention. Western world has its significant influence in India in the avenues of fashion, trend, consuming products and on the wholesome lifestyle. While television advertisements promote the sales of products and services, western product advertisements give the audience an idea of ‘how much’ the usual living can be westernized. College students take keen notice of trend and fashion; they constantly try to be updated. This study was to find out ‘to what extent’ television advertisements motivate western lifestyle among college youth. Accordingly, Quantitative Survey method was adopted for the study. The universe of research was college students from three different cities Nagercoil, Tirunelveli and Madurai of age group ‘17 to 23’. The size of the sample was 600; and Non-probabilistic sampling method was employed. The ‘instrument’ for gathering data was a simplified and focused questionnaire containing thirty two questions. The summary outcome from the questionnaire portrayed that the result indicates ‘College youth gets influenced by television advertisements in adapting western lifestyle’. The study concludes Western product advertisements encourage the students to try new brands and shift to Western brands. Students buy Western products because of Prestige, Price, Peer pressure, Brand identity, Endorsement, Attractive ad, Organic, Reliable and Ideal. Students regret Lack of money for not buying a Western product. Being modern and westernized was admired by the college youths; thereby creating a psychological imprint reflecting in their outlook.