THE EFFECT OF YOUTUBE AND TIKTOK ADVERTISEMENTS ON KINDERGARTON’S CHILDREN BEHAVIOR CONTENT ANALYSIS STUDY

Advertisements exert a significant influence on society, particularly on youngsters. Children's engagement with electronic devices and social media platforms frequently exposes them to non-skippable commercials, prompting worries regarding their possible impact on behaviour. The study sought to examine the content of enigmatic messages in advertising that influence the personalities and behaviours of kindergarten students. The sample comprises 200 advertising aimed at children from social media sites, notably YouTube and TikTok. An analytical methodology and checklist evaluated the material and its behavioural effects. Furthermore, 40 children aged 4 to 6 and their moms were questioned. A qualitative descriptive methodology was employed, incorporating content analysis of the advertising to gain a comprehensive knowledge of both direct and indirect messages. The interviews elucidated the advertisement's impact on children's behaviour. Data analysis indicated that recurring themes in advertising substantially influence children's behaviour, especially by fostering consumer-oriented behaviours and purchasing impulses. Interviews with children and moms indicated that children often replicated undesirable behaviours and expressions seen in commercials. In light of these findings, the study advocates for (1) enhancing children's comprehension of appropriate and undesirable behaviours in accordance with their developmental stage. (2) Pushes for the establishment of training workshops and seminars for parents and educators regarding the dangers associated with marketing and the enforcement of supervision over children's social media material. Encouraging advertisers to comply with ethical norms to safeguard youngsters from detrimental content.