Effect of selected television advertisements on modeling behaviour among Preschoolers

A quantitative approach, non-experimental descriptive exploratory research designwas used for the study. 30 samples from selected anganwadies of Ponmala panchayath were selected by non- probability purposive sampling technique. Socio demographic data were assessed using socio-demographic performa, effect of selected television advertisement using video assisted checklist and extent of imitation using 5 point Likert scale. Data were analysed and interpreted by descriptive and inferential statistics. Data collection tools included were socio demographic Performa, video assisted checklist and 5 point Likert scale. Results and conclusion: The analysis revealed that, 73.33% of the participants exhibited strong imitating behaviour and 26.67% exhibited moderate imitation behaviour. There is a significant association between the type of character portrayed in the advertisement and extent of imitation behaviour. The present study concluded that there is a significant effect of television advertising on modeling behaviour among preschoolers.