巴基斯坦的电视广告现状及其对儿童和青少年的影响  

The Current Situation of Pakistan and the Effects of Advertising on Children and Adolescents

作　　者：程梅娜 

机构地区：[1]新疆大学新闻与传播学院,乌鲁木齐830046

出　　处：《现代广告》2015年第17期15-18,共4页Modern Advertising

基　　金：2014年度国家社会科学基金项目“新疆对中亚国际传播能力研究”阶段性成果,资助项目编号14BXW041.

摘　　要：伴随着在过去几年里巴基斯坦电视频道的增加，电视广告也相应增多，而其中食品类广告数量居多。巴基斯坦人口的60％都是儿童和青少年，广告商认识到他们是极具潜力的市场，于是将广告目标对准他们，制作符合儿童和青少年喜好的电视广告。而由于少年儿童意志力较弱，不自觉地受到了电视广告的影响，促使他们产生对广告产品的积极态度，进而产生购买行为。而这种影响不仅表现在购买行为方面，而且表现在对儿童及青少年的身体健康和生活方式上面。With the increase of Pakistan TV channels in the past few years, television advertising also increased accordingly, and the number of food advertisements. The population of Pakistan is children and adolescents that account for 60% the whole population. So advertisers are aware that they are the potential market and target them to produce TV advertisements that children and young people like. Because children＇s will power is weak, they unconsciously influenced by TV advertising, urging them to have positive attitude towards advertising products and then acting purchase behavior. And this effect not only performs in purchase behavior, but also in the children＇s health and lifestyle.

关 键 词：巴基斯坦 电视广告 现状 青少年 影响 

分 类 号：F713.8[经济管理—广告]