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ABSTRACT
The power of alcohol in influencing attitude and the behavior necessitate the need to regulate the category of people who should consume it. The study accessed the student of Ekehuan campus perception of the 18+ warning sign alcohol advertisements in Nigeria, a case study, University of Benin Ekehuan campus. Other objectives are to determine the relationship between awareness of the 18+ warning sign and the attitude of university undergraduates towards alcoholic beverage consumption. The two theories employed in explaining the phenomena are, the persuasion theory and the social learning theory of mass communication. Designed along the survey Methodology, the questionnaire was used as instrument for data collection. Through a simple random sampling technique, two hundred (200) respondents were identified and sampled. Data were analyzed in simple percentages and presented in tables. Findings revealed that 51.1% respondents did not agree that the 18+ warning sign affects the consumption of the alcohol beverages. Finally 51.1% respondents agreed that the 18+ warning sign alcohol affect the purchase of alcohol beverages.
