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Keywords:THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS
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 CONTENTS
1.1 BACKGROUND OF STUDY
1.2 STATEMENT OF THE RESEARCH PROBLEM
1.3 OBJECTIVES OF THE STUDY
1.4 SIGNIFICANCE OF THE STUDY
1.5 RESEARCH QUESTIONS
1.6 RESEARCH HYPOTHESIS
1.7 CONCEPTUAL AND OPERATIONAL DEFINITION8
REVIEW OF LITERATURE
2.1 SOURCES OF LITERATURE
2.2 THE REVIEW
2.3 SUMMARY OF THE LITERATURE REVIEW
3.1 RESEARCH METHOD
3.2 RESEARCH DESIGN
3.3 RESEARCH SAMPLE
3.4 MEASURING INSTRUMENT
3.5 DATA COLLECTION
3.6 DATA ANALYSIS
3.7 EXPECTED RESULTS
DATA ANALYSIS AND RESULTS
4.1 DATA ANALYSIS
SUMMARY AND RECOMMENDATION FOR THE STUDY
5.2 RECOMMENDATION FOR FURTHER STUDIES NOTE
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:
- 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 influence 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 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.
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:
- Does tobacco advertising influence the mood of the youths and this affects them in forming the habit of smoking?
- Does tobacco advertising re-enforce the habit of smoking among youths?
- Does tobacco smoking in any way affect the economic power of the youths in particular and the pubic in general?
- Does tobacco smoking among youths affect social fabric of the society?
- Is there any solution to the glaring negatives effects of tobacco consumption?
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.
Keywords: THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS
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