TELEVISION TOBACCO ADVERTS AND ITS INFLUENCE ON TEENAGE SMOKING HABIT (CASE STUDY THE YOUTH IN OWERRI MUNICALIRTY IN IMO STATE). A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
ABSTRACT
This study is a survey on Television Tobacco Adverts and its influence on Teenage Smoking habit. It uses the Youths in Owerri Municipality in Imo State of Nigeria as its sample.
The study uses the questionnaire as a survey method for the collection of data from the sample and population. The sample percentage model is adopted in vesting collected data.
The research reveals that Television Tobacco adverts reinforces the habit of youths towards tobacco. It shows that a combination of TV, Interpersonal and Mass Communication, Influence group activities tremendously.
CHAPTER ONE
1.0 INTRODUCTION
The successful marketing of a product starts with the determination of consumers’ needs and ends with the satisfaction of such needs. To satisfy these needs, the consumers must know about the products’ existence in the market.
This is made possible via adverts. According to Marshal Muluhan, the medium is the message?. Therefore every advertise must decide on where to place its advertisements. The alternatives are the adverts media, the means by which the Message is Communicated to the target audience. This “media selection” decision is related to the target audience, type of product, nature of the message, campaign objectives, available budget and the cost of the alternative media: Erie, Kerin, Steven and Rudelius (pg. 535). In any case, the advertise chooses the media that will maximize exposure and minimize cost.
Among the media, the TV exercises the greatest impact (Pfau et al 1990). This impact is as a result of its audio-visual quality. This quality distinguishes it from other media. An earlier and perhaps more persuasive influence on children’s development is TV. In the words of Sir Arthur Quiller-Couch “Persuasion is the only true intellectual process”.
By the age of sixteen (16), the average child has spent more time watching television than attending school: E Mavis and Parke (Pg. 145).
Television affects children not only through the programmes that they watch but also by the commercials and adverts that accompany television programmes: Huston et al (1992). Harlow Gale considered adverts an entirely new field for psychological work and one of great and increasing importance.
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