AN ANALYSIS OF STUDENTS PARTICIPATION OF THE 18+ WARNING SIGN IN ALCOHOL, ADVERTISEMENTS
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: APA
- Recommended for : Student Researchers
- NGN 5000
ABSTRACT
Advertising has been identified as one of the factors that increase the likelihood of alcoholic beverage consumption especially among the youth (Alcohol Concern, 2013). Through the use of advertising execution techniques such as humour, celebrity endorsement and music, advertisers are able to embed images that resonate with vulnerable youths. In spite of the documented social and health repercussions of alcohol consumption and little knowledge of warning sign among adults, literature still show that the relationship between advertising warning signs and alcohol consumption is an understudied area. The study examined the attitude of Nigerian university undergraduates to the 18+ warning sign in alcoholic beverage advertisements.
The study adopted the survey research design. The target population of the study was 195,000 undergraduates from nine selected universities in South-West, Nigeria. Multi-stage sampling technique was used in the selection process. Purposive sampling was used to select three states (Lagos, Ogun and Oyo), based on concentration of universities in the states. The universities in the selected states were stratified into Federal, State and Private. Three universities were purposively selected from each state (one from each stratum). Gay, Geoffrey and Peter’s formula was adopted to draw the sample size of 1,950 respondents who were proportionately distributed to the nine selected universities. A validated questionnaire was used as the instrument. The Cronbach’s Alpha coefficients for the constructs ranged from 0.735 to 0.945. Response rate was 95.7%. Data were analyzed using correlation and regression analyses.
The findings revealed that there was significant relationship between students’ awareness of the 18+ warning sign and their attitudes towards consumption (r=0.242; p<0.05). There was significant positive relationship between students’ recognition of the 18+ warning sign and attitudes towards consumption (r=0.485; p<0.05). There was also a significant positive relationship between students’ perception of the credibility of the 18+ warning sign and attitudes towards consumption (r=0.664; p<0.05). It was found that the 18+ sign significantly influenced attitudes of the underage towards consumption (R2=0.494; p<0.05). Demographic variables significantly influenced the attitudes of undergraduates towards the 18+ warning sign (R2=0.017; p<0.05).
The study concluded that the 18+ warning sign in alcoholic beverage advertisements discouraged undergraduates’ consumption of alcoholic beverages. The study recommended that advertisers, as sponsors of the promotional messages that promote alcohol consumption, should intensify the use of the 18+ warning sign and other 18+ warning sign for the purpose of being socially responsible. Also advertising relevant agencies in line with existing regulations should intensify efforts at monitoring the content of advertisements to ensure compliance with set standards.
Keywords: Alcohol advertising, Awareness, Perception, Alcohol consumption, Alcoholic beverage
Related Project Materials
An assessment of students’ digital collaboration skills in online education in Jos West LGA, Plateau State
Background of the Study
Digital collaboration skills have become indispensable in the contemporary educational landscape,...
Investigation into the Effectiveness of AI-Based Virtual Assistants in Student Support in Universities in Sokoto North Local Government Area, Sokoto State
Background of the Study
Artificial Intelligence (AI) has transformed many sectors, with education being one of the most aff...
Evaluation of AI-Based Student Loan Risk Assessment Models in Federal Polytechnic, Bida, Niger State
Background of the study
The increasing demand for student loans to support higher education has led to the need for efficient risk assess...
The effect of forced marriages on women's rights in Argungu, Kebbi State.
Background of the Study:
Forced marriage is a widespread violation of human rights, particularly affecting young girls and...
An Investigation of the Impact of Cashless Banking on Financial Transactions: A Case Study of Union Bank, Oyo State
Background of the Study
The evolution of cashless banking has radically altered the landscape of retail banking by replacin...
Exploring the Use of Photography in Educational Campaigns: A Case Study of Bida Local Government Area, Niger State
Chapter One: Introduction
1.1 Background of the Study
Educational campaigns are essential tools for raising awareness, dissemin...
APPRAISING THE FACTORS AFFECTING HEALTH AND SAFETY IN SMALL MEDIUM AND LARGE CONSTRUCTION SITES IN OYO STATE
BACKGROUND OF THE STUDY
However, the construction industry is often regarded as one of the most hazardo...
An Examination of Nurses' Role in Improving Quality of Life for Prostate Cancer Patients in Federal Medical Centre, Minna, Niger State
Background of the Study
Prostate cancer is one of the most prevalent cancers among men, with its inci...
An Evaluation of the Impact of Childhood Vaccination Campaigns on Immunization Rates in Zamfara State
Background of the Study
Childhood vaccination is a critical public health intervention aimed at preve...
The effect of school-based STEM clubs on students' academic performance in Jema’a LGA, Kaduna State
Background of the Study
School-based STEM clubs have gained traction as extracurricular platforms that complement formal c...
