THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS (A CASE STUDY OF STUDENT OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY, IMT, ENUGU)

ABSTRACT

This study is aimed at evaluating the effect of tobacco advertising on youths, using student in institute of management and technology as a case study. The work opens up in chapter one and contains the background of the study, statement of the problems, objective of the study, research questions, significance of the study and limitation of the study. Chapter two is a comprehensive review of related literature. While chapter three deals with the methodology. Chapter four contains the presentation, analysis and interpretation of data. The work finally came to an end in chapter five with the summary of findings, conclusion and recommendation for further studies.

CHAPTER ONE

INTRODUCTION                                                   1

• Background of the Study 1
• Statement of the Research Problem 2
• Objectives of the Study 4
• Significance of the Study 5
• Research Questions 6
• Research Hypothesis 7
• Theoretical Framework 8
• Scope of the Study 9
• Limitation of the Study 10
• Definition of Terms 11

Reference                                                       15

CHAPTER TWO

LITERATURE REVIEW                                           16

• Sources of Literature 16
• Review of Relevant Literature 16
• Summary of Literature 30

Reference                                                       33

 

CHAPTER THREE

METHODOLOGY                                                    34

• Research Design 34
• Research Population 36
• Research Sample 36
• Instrument of Data Collection 37
• Method of Data Collection 37
• Method of Data Analysis 38
• Expected Results 39

 

 

 

CHAPTER IV

PRESENTATION AND INTERPRETATION OF FINDINGS

• Data Analysis and Results 40
• Analysis of Research Questions 40
• Discussion of Result 45

 

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

FOR FURTHER STUDY

• Summary of Findings 48
• Conclusion 49
• Recommendations 51
• Recommendation for Further Study 52

 

Bibliography

Appendix

 

CHAPTER ONE

INTRODUCTION

• BACKGROUND OF THE STUDY

The period of youth is a very delicate time in the life of an individual. It is very critical and delicate because most of the things individuals do always affect them in the future. Youthful period is characterized by zealous acts, which could be positive or negative. That is when the individual would want to feel and taste everything within his reach or environment regardless of the morality of the act or it’s effects on the individual’s well beings.

Some of these acts could be addictive and regretted in future. A typical example of such is tobacco consumption. Tobacco consumption is one of the strongest addictions in the catalogue of addition acts. In spite of the known dangers, it is being consumed and advertised through the media, thus creating a negative effect on the users especially the youths. Before now, tobacco, which has been the most profitable or lucrative product, has been on advert, in all the media houses. This products, through profitable in the business in not in the health perspective.

Tobacco, which has eaten or taken raw, can be used in variety of ways. It can be in the powdered form (snuff), cigarette, pipes etc. When one gets used to filling one’s blood stream with nicotine/ a substance in the tobacco) one is to feel uncomfortable when it’s level decreases in the blood stream. So it is very addictive.

Advertising being a powerful instrument of persuasion has helped in no small measures in persuading the public especially youths, to indulge in the dangerous act of tobacco consumption, an act that is threatening to destroy our youths, the supposed leader of tomorrow.

 

• STATEMENT OF THE PROBLEM

Apart from the fact that adolescent smokers  are to times likely to use cocaine than non smokers, television guide (1996) states that, cigarette use is often the “gateway” to behaviour that  leads to other types of risk taking, including drug and alcohol use, because these behaviour are indicators of poor self-esteem and susceptibility to poor pressure. And what is worse, tobacco advertisers are walking round the clock.

According to Awake 1996, if three million people each year around the world are dying from smoking related causes and many others quit smoking, then more than three million new users must be found annually. And they succeed more among the youths who are always out of a misguided adventure.

The health implications of smoking are almost innumerable. They include long cancer, heart disease, breast cancer, hearty asthma, leukemia, and so on.

Socially, youths who indulge in smoking soon find out that their interpersonal relations with non-smokers and elders is not very mutual and economically, because of the psychological and physical dependence on nicotine, there is need to borrow  to buy to satisfy the inordinate urge. This urge is so grave because of the addictive nature of nicotine.

The statistics on the hazards of tobacco smoking that is so glaring that one wondered why people still smoke.

It is the light above ugly sides of tobacco smoking that a survey of its effects among youths to determine what motivates them into picking the habit becomes necessary. The cause of the study would have been run when an answer to this question has been found.

• OBJECTIVES OF THE STUDY

The objectives of this study are:

• To find out the extent to which tobacco advertising influences youths in forming the habit of smoking.
• To find out the extent to which tobacco advertising influences youths in keeping at the habit of smoking.
• To find out the extent to which tobacco advertising influences youths as they spend money on commodity and to prefer solution to the adverts effects to tobacco consumption.

 

• SIGNIFICANCE OF THE STUDY

Research is usually the first step in finding answers to peculiar problems. This research will therefore be of immense benefit to government as well as helping in finding the best way of turn lead to a great reduction of tobacco consumption, which will in turn lead to a great reduction of tobacco related diseases such as cancer of the lungs, black lung bronchitis and others.

This research will also satisfy the academic interest of students in the effect of tobacco advertising on youths. It will also be of great help to other researchers, as the research will add to the pool of knowledge existing in the field of study.

• RESEARCH QUESTIONS

The main aim of this research is to examine and evaluate the effect of tobacco advertising on youths. To this end, the researcher would specifically want to find answers to the following questions:

1. Does tobacco advertising influence the mood of the youths and this affects them in forming the habit of smoking?
2. Does tobacco advertising re-enforce the habit of smoking among youths?
3. Does tobacco smoothing in any way affect the economic power of the youths in particular and the public ion general?
4. Does tobacco smoking among youths affect social fabric of the society?
5. Is there any solution to the glaring negatives effect of tobacco consumption?

• RESEARCH HYPOTHESES

A hypothesis is a tentative statement about phenomenon the validity of which is unknown. The hypothesis could be confirmed or disapproved after subjecting it to a test. Therefore in this study, we have formulated the following hypothesis.

H₁:  Advertising of tobacco product plays a supportive role to tobacco consumption.

Ho:  Advertising of tobacco product does not play a supportive role to tobacco consumption.

H₂:  Tobacco adverts reinforce the habit of smoking among youths.

Ho:  Tobacco adverts do not reinforce the habit of smoking among youths.

H₃:  Tobacco adverts affect the economic power of the youths and the pubic in general.

Ho:  Tobacco adverts do not affect the economic power of the youths and the pubic in general.

H₄:  Tobacco smoking among youths affects the social fabric of the society.

Ho:  Tobacco smoking among youths does not affect the social fabric of the society.

H₅:  Tobacco advertising influences the mood of the youths and thus affects them in formulating the habit of smoking.

Ho:  Tobacco advertising does not in any way influences the mood of the youths and this affects them informing.

 

• THEORETICAL FRAMEWORK

The theoretical framework for this study can be derived from media effect and mass communication theories, which explain the ways in which messages from the mass media influence, the audience behaviour in actions, in the agenda the setting theory, hypothermic needle effect theory and minimally powerful media.

Agenda Setting Theory: These were posited by Donald show and Maxwell McCombs in them 1970’s. Their position in this theory is that the media has the power to determine what we are thinking about by pre-determine what issues are regarded as important in the society. The important to issue by the media is done through the quality and frequency of reporting, prominences given to the messages, the commutative media-specific effects over time.

This theory explains in piratical terms why people react the way they do especially during politics and elections student riot ethnic unrest and even advert messages. This implies that, through tobacco advertising, the media set agenda for the youths, who consequently adopt the agenda and them subscribe to smoking disposition.

 

• SCOPE OF THE STUDY

A survey of this nature does not lie down to determine the whole garment of effect of advertising of tobacco products of youths. This research work covered only student in institute of management and technology (IMT) Enugu.

 

• LIMITATION OF THE STUDY

A survey of this nature does not lie down to determine the whole garment of effects of advertising of tobacco products on youths. This research work covered only students in institute of management and technology. The researchers restricted their investigations to students in department of mass communication, department of business administration, department of accountancy, department of marketing, all in institute of management and technology, Enugu. Information derived from them was used to make a generalization on the effect of tobacco advertising on youths.

Regarding the limitation of the study, the researchers were given relatively short time frame to complete the study.

Again, the researchers were exposed for the first time to the process of a research project. It took us reasonable time to get acquainted with the format. Besides, the financial involvement in schooling under the present economic situation is not amusing.

Being students and with not other income except the measure allocation from our parents, the researcher found it a bit difficult to carry out a more comprehensive work.

Finally, our respondents were at first reluctant to fill the questionnaire, but a letter from us assuring them of the confidently of their responses did to trick.

 

• DEFINITION OF TERMS

CONCEPTUAL DEFINITIONS

Effects: Impression produced on them and of a spectator, hearer or reader.

Tobacco: Plants having leaves which are dried, cured and for smoking unpipes cigars, cigarettes or as a snuff.

Advertising: The act of making things know to people by printing notices in newspaper or by other mean, like radio or television.

Nicotine: Poisonous oily substance found in tobacco leaves.

Youths: The state of time of being young.

Influence: Power to affect somebody’s character, believes or action through example fear or admiration.

Consumption: Using up food, energy or material.

Government: A body that make, interpret and carryout laid down and regulations in a state.

Media: Channels through which things are passed through.

Economy: System for management and use of resources.

 

OPERATIONAL DEFINITION

Effects: Effect in this context means the after math of tobacco advertising on the youths.

Tobacco: It is used in the study to expose the means through which cigarette of different brands are produced.

Advertising: This study, advertising in used as a means of increasing the consumption of tobacco product or creating awareness or communicating the public about the existence of some brands of cigarette and other tobacco products.

Nicotine: It is used in this context to show the negative effect of the poisonous substance to in tobacco endangers health.

Youths: In this study, youths are used to bring out people that are mostly affect by   tobacco advert because they are the most adventurously populaces in the society.

Influence: Influence is used in this study to show the extent tobacco advertising lures youths into tobacco consumption.

Consumption: In this context consumption is used to show the intake of tobacco by the youths.

Government: Government is used in this context as body that has the power to issue command on how to curtail the habit of tobacco consumption.

Media: Media in this context means the channel through which tobacco adverts are relayed.

Economy: Economy is used in this context to evaluate the appropriateness of the money allocated to tobacco products and consumption.

Assumptions: It is assumed that youths engage in tobacco consumption and that advertising is the only one force among several forces which interest in a complex manner in making the youths develops the act of being addicted to tobacco.

Also that tobacco products are solution on Nigerian media of communication and that they sometimes contain attractive pact ages.

REFERENCES

Awake (1996); Killing Millions to Make Million Watch Tower Bible and Track Society of Pennsylvania.

Wright J.S., Warner A.S., Winter W.L. and Zelglers S.K. (1981); Advertising Fourth Edition, Tata Mc-Graw-Hill Publishing Company Limited, New Delhi.

James, F. (985); Understanding Mass Communication Houghton Mifflin Company Boster.

Barban A.M. (1978); Advertising in Roll in Modern Marketing, U.S.A: Hinsolale.

John, F. (1990); Communication Studies Wilber Schamm and Donald F: Robert.

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