THE EFFECT OF YOUTUBE AND TIKTOK ADVERTISEMENTS ON KINDERGARTEN CHILDREN'S BEHAVIOR: CONTENT ANALYSIS STUDY

Advertisements have a profound impact on society, especially on children. As children interact with electronic devices and social media platforms, they are often exposed to advertisements they cannot skip, which raises concerns about their potential effects on behavior. The study aimed to analyze the content of mysterious messages in advertisements that affect kindergarten children's personalities and behavior. The sample consists of 200 advertisements targeted at children from social media platforms, specifically YouTube and TikTok. A detailed analysis framework and checklist assessed the content and its behavioral impacts. Additionally, 40 children aged 4-6 and their mothers were interviewed. A qualitative descriptive approach was adopted, involving a content analysis of the advertisements to obtain a deeper understanding of direct and indirect messages. The interviews also explained the advertisement's effect on children's behavior. Data analysis revealed that repetitive themes in advertisements significantly impact children's behavior, particularly by promoting consumer-oriented behaviors and purchase urges. Interviews with children and mothers revealed that children frequently imitated inappropriate behaviors and expressions depicted in advertisements. Based on these results, the study recommends (1) improving children's understanding of acceptable versus unacceptable behaviors in ways suited to their developmental stage. (2) advocates for developing training workshops and seminars for parents and teachers about the risks posed by advertisements and implementing oversight of children's social media content. (3) encouraging advertisers to adhere to ethical standards to protect children from harmful content.