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International Journal of Advances in Nursing Management
Year : 2021, Volume : 9, Issue : 1
First page : ( 62) Last page : ( 67)
Print ISSN : 2347-8632. Online ISSN : 2454-2652.
Article DOI : 10.5958/2454-2652.2021.00017.2

Effect of selected television advertisements on modeling behaviour among Preschoolers

Shilpa S.1,*, Poomadathil Shifana2, Mohamed Shadil P.2, Xavier Anittamol2, Harshamol P.2, Hareena P. V.2, Asritha S.2, Hima E. K.2, Jo Jais2

1Lecturer, Almas College of Nursing, Kottakkal Kanjirapally Rd, Valiyaparambu, Kerala, 676503

2Third Year B. Sc. Nursing Students, Almas College of Nursing, Kottakkal Kanjirapally Rd, Valiyaparambu, Kerala, 676503

*Corresponding Author E-mail: shilpashine9@gmail.com

Online published on 27 April, 2021.


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.



Extent of imitation, Selected television advertisement and preschoolers.


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