1 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 WOMEN’S UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE COURSE CHILD AND ADOLESCENT DEVELOPMENT By Ong, Bianca Abegail L. Pimentel, Salvacion O. Welan, Crissy
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1
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 WOMEN’S
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
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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
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.
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FEEDBACK
PROCESS
Evaluation of effects of billboards, television and radio commercials and advertising in periodicals in total development of the child.
OUTPUT
The beneficial and harmful effects of television on the total development of the child
INPUT
Demographic Profile:
Age
Gender
Civil status
Educational attainment
ASPECTS OF DEVELOPMENT
Physiological aspects
Emotional aspects
Social aspects
Intellectual aspects
Spiritual/moral aspects
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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. Steiner’s model of emotional literacy
is therefore primarily about dealing constructively with the emotional difficulties experience to
build a sound future.
Social Development- Erikson's stages of psychosocial development, explain
eight stages through which a healthily developing human should pass 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 Kohlberg’s , each
stages of moral development depends on the other from simple to complex corresponding to
F. Physiological 5 4 3 2 1Your 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. SocialYour child display aggression towards siblings, pets, threatens, engages in fightsYour child engages in cooperative stealing, gang behaviour, and is hyperactive
I. IntellectualPreoccupied with daydreamsEasily led by others, has difficulty making decisions
J. Spiritual/MoralMaking fun of other kids, mislead othersVery much like watching horror movie, join war gamesHave girlfriend or boyfriend
F. PhysiologicalYour child is inspired to engages in sports, dance and physical activitiesYour child suggests products for grooming e.g shampoo, body sprays , hygiene and aware of cleanliness.
G. EmotionalEnjoys viewing programs with siblings, parents and friendsIdentify with mature characters and show self-discipline
H. SocialShows acceptance of friends and peers behaviour, converse with all types of peopleShows respect for authority, and imitate role model
I. Intellectual Can relate to t.v programs in terms of sciences, arts and mathematics, can memorize dialogues in commercialsInterested in school work, knows how to manipulate computers, and gadgets
J. Spiritual/Moral Truthful, respects authority, emphasize , care with less fortunate kidsEager to attend Sunday mass, has memorized prayers, shows honesty