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 objectives of
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 conclusions and recommendation
for further studies.
TABLE
OF CONTENT
TITLE
PAGE II
APPROVAL PAGE III
DEDICATION IV
ACKNOWLEDGEMENT V
ABSRTRACT VI
CHAPTER ONE
INTRODUCTION 1
1.1 BACKGROUND
OF STUDY 1
1.2 STATEMENT
OF THE RESEARCH PROBLEM2
1.3 OBJECTIVES
OF THE STUDY 4
1.4 SIGNIFICANCE
OF THE STUDY 5
1.5 RESEARCH
QUESTIONS 5
1.6 RESEARCH
HYPOTHESIS 6
1.7 CONCEPTUAL
AND OPERATIONAL DEFINITION8
CHAPTER TWO;
REVIEW OF LITERATURE 13
2.1 SOURCES
OF LITERATURE 13
2.2 THE
REVIEW 13
2.3 SUMMARY
OF THE LITERATURE REVIEW 20
CHAPTER THREE
METHODOLOGY
3.1 RESEARCH
METHOD 21
3.2 RESEARCH
DESIGN 21
3.3 RESEARCH
SAMPLE 22
3.4 MEASURING
INSTRUMENT 23
3.5 DATA
COLLECTION 23
3.6 DATA
ANALYSIS 23
3.7 EXPECTED
RESULTS 25
CHAPTER FOUR
DATA ANALYSIS AND RESULTS
4.1 DATA ANALYSIS 26
CHAPTER FIVE
SUMMARY AND RECOMMENDATION FOR
THE STUDY
5.1 SUMMARY 32
5.2 RECOMMENDATION
FOR FURTHER STUDIES NOTE32
BIBLOGRAPHY. 36
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 well being.
Some of these acts could be addictive
and regretted in future. A typical example of which is tobacco consumption. Tobacco consumption is one of the strongest
addictions in the catalogue of addiction acts. Inspite 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 adverts in all the media
houses. This product, though profitable
in the business is 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 apt 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 measure 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 50 time likely to use cocaine than
non smokers, television guide (1996) states that, cigarette use is often the “gateway” to
behaviours that leads to other types of risk taking, including drug and alcohol
use, because these behaviours 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 lung cancer, heart disease, breast cancer,
hearty asthma, leukemia, and so on.
Socially, youths who indulge in
smoking soon find out that their inter –personal relationship 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 coordinate 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 of the 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.
OBJECTIVE OF THE STUDY
The objectives of this
study are:
a.
To find out the extent to which tobacco
advertising influences youths in forming the habit of smoking.
b.
To find out the extent to which tobacco advertising
influence youths in keeping at the habit of smoking.
c.
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.
SIGNIFICNCE 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 effects 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 researchers would
specifically want to find answer to the following question:
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 smoking in any
way affect the economic power of the youths in particular and the pubic in
general?
4.
does tobacco smoking among
youths affect social fabric of the society?
5.
is there any solution to the
glaring negatives effects of tobacco consumption?
RESEARCH HYPOTHESIS:
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
H0: advertising of
tobacco product does not play a supportive roles to tobacco consumption
H2: tobacco adverts
reinforce the habit of smoking among youths.
H0: tobacco adverts do
not re-enforce the habit of smoking among youths.
H3: tobacco adverts
affects the economic power of the youths and the public in general.
H0: tobacco adverts do
not affect the economic power of their youths and the public in general.
H4: tobacco smoking
among youth affects the social fabric of the society.
H0: tobacco smoking
among youths does not affect the social fabric of the society.
H5: tobacco advertising
influences the mood of the youths and thus affect them in formulating the habit
of smoking.
H0: tobacco advertising
does not in any way influence the mood of the youths and this affect them
informing.
CONCEPTUAL DEFINITIONS:
EFFECTS: Impression produced on them and of a
spectator, hearer or reader.
TOBACCO:
plants having leaves which are dried, cured and used for smoking un pipes
cigars, cigarettes or as a snuff.
ADVERTISING: the
act of making things known 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 rules 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 is 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
in tobacco endangers health.
YOUTHS:
in this study, youths are used to bring out people that are mostly affected by
tobacco advert because they are the most adventurous 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 oly one force among several forces which interest in a complex manner in
making the youths develop the ac of being addicted to tobacco.
Also that tobacco products are solution on Nigerian media
of communication and that they sometimes contain attractive pact ages.
LIMITATIONS OF THE
STUDY
A survey of this nature does not lie down to determines 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 a 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 no other income except the measure
allocation from our parents, the researchers 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 the trick.
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