MASS COMMUNICATION STUDENTS PERCEPTION OF THE INFLUENCE OF CIGARETTE ADVERTISEMENT

ABSTRACT

This study investigated Mass Communication Students Perception of the Influence of Cigarette Advertisement on Smoking Behaviour of Youths in Edo State. The study was anchored on Persuasion Theory. The investigation was carried out within the Department of Mass Communication, University of Benin, Ekehuan Campus. Based on the survey methodology and random sampling technique, the questionnaire was used for data collection. Three Hundred and Sixty Seven (367) Respondents were sampled data was analyzed in simple percentage and presented in tables. Findings reveal that there is a significantly high level of exposure to cigarette advertisement among the respondents with 104% and 64% of all respondents respectively strongly agreed and agreed that Youths in Edo State are exposed to Cigarette advertisement. Youths also find it difficult to refrain from smoking in places where it is forbidden. Similarly, most Youths smoked for the first time because of cigarette advertisement. The study therefore recommends that Awareness of the health effects of cigarette smoking is pivotal. Federal and State Ministry of Health have a huge role to play in educating the public about the health effects of cigarette smoking.