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

2

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 .

3

TABLE OF CONTENTS

I. The Problem and its Background

Introduction ..................................................................... 1

Background of study.......................................................... 1

Research locale.................................................................. 1

Statement of the problem................................................... 2

Significance of the research............................................... 3

Definition of terms............................................................. 4

II. Review of Related Literature

Conceptual framework .................................................... 5

Theoretical framework .................................................... 7

III. Methodology

Research Design ............................................................ 8

Participants of the Study ................................................. 8

Data Gathering Procedure .............................................. 9

Instrumentation ............................................................... 9

IV. Presentation, Analysis and Interpretation of Data

V. Summary of Findings

Conclusion

Recommendation

Bibliography

APPENDICES

4

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 child’s 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 children’s 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.

5

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

6

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.

7

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 people’s 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.

8

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.

9

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

10

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

problem-solving moral dilemmas.

11

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

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. ( NA http://wps.prenhall.com) . The objective is the

description only. The main purpose of this research is to describe objectively the nature of

situation under study.

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.

12

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.

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 child’s development. The is done through the given equation

Percentage (%)= N/K * 100

Where : N= number of response

K= total number of respondents

13

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

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.

14

FREQUENCY AND DISTRIBUTION ACCORDING TO AGE

Table 1

Age Frequency Percentage

25-30 years old 11 55

31-35 9 45

36-40 0 0

41 year old and above 0 0

TOTAL 20 100

Figure 1

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 !

15

FREQUENCY AND DISTRIBUTION ACCORDING TO GENDER

Table 2

Gender Frequency Percentage

Female 17 85

Male 3 15

TOTAL 20 100

Figure 2

16

FREQUENCY AND DISTRIBUTION ACCORDING TO CIVIL STATUS

Table 3

Civil Status Frequency Percentage

Single parent 6 30

Married 10 50

Live-in 4 20

TOTAL 20 100

Figure 3

17

FREQUENCY AND DISTRIBUTION ACCORDING TO EDUCATIONAL ATTAINMENT

Table 4

Education Frequency Percentage

College level 17 85

vocational 3 15

Secondary level 0 0

Primary level 0 0

TOTAL 20 100

Figure 4

18

A. Physiological Frequency Percentage

Your child have difficulty sleeping, choose television viewing instead of

play, sports or exercise.

Strongly Agree 11 55Agree 3Maybe 1Disagree 4Strongly Disagree 1Total 20

B. Emotional Frequency Percentage

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

AgreeMaybeDisagreeStrongly DisagreeTotal

C. Social Frequency Percentage

Your child display aggression towards siblings, pets, threatens, engages

in fights

Your child engages in cooperative stealing, gang behaviour, and is

hyperactive

19

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

D. Intellectual Frequency Percentage

Preoccupied with daydreams

Easily led by others, has difficulty making decisions

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

E. Spiritual/Moral Frequency Percentage

Making fun of other kids, mislead others

Very much like watching horror movie, join war games

Have girlfriend or boyfriend

20

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

A. Physiological Frequency Percentage

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.

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

B. Emotional Frequency Percentage

Enjoys viewing programs with siblings, parents and friends

Identify with mature characters and show self-discipline

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

21

C. Social Frequency Percentage

Shows acceptance of friends and peers behaviour, converse with all

types of people

Shows respect for authority, and imitate role model

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

D. Intellectual Frequency Percentage

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 AgreeAgreeMaybe

22

DisagreeStrongly DisagreeTotal

E. Spiritual/Moral Frequency Percentage

Truthful, respects authority, emphasize , care with less fortunate

kids

Eager to attend Sunday mass, has memorized prayers, shows

honesty

Strongly AgreeAgreeMaybeDisagreeStrongly DisagreeTotal

23

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

24

APPENDICES

25

The Philippine Women’s University And it’s Affiliate School for Men and Women

1743 Taft Avenue, Manila

SCHOOL OF EDUCATION

Dear Respondents;

We are CTP Summer Class from the Philippine Women’s 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,

Ong, Bianca Abegail

Pimentel, Salvacion O.

Welan, Crissy

26

Please check the appropriate box

Age 25-30 years old____ 31-35____36-40_____ 41 yrs and above______

Gender F______ M_______ 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

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

27