TELEVISION ADVERTISEMENT AND IT’S INFLUENCE ON SELECTED SECONDARY SCHOOL STUDENTS IN BENIN CITY EDO STATE

ABSTRACT

This study sought to find out the influence of television advertisement on selected secondary schools in Benin City, Edo State. Anchored on the Social Learning Theory and the Attitude Change Theory as its theoretical framework, the study adopted the survey research design with the questionnaire as instrument of generating data. Thus, 400 copies of questionnaire were administered to JSS1-SS3 students in the University of Benin Consultancy Secondary School, Ekehaun Campus. The study discovered that a significant number of secondary school students in Benin City, Edo state are exposed to television. They watch television in their homes and view programmes. it also discovered that television commercials influences the buying behaviour of secondary school students in Edo State to a very high level and these television commercials influences them to buy advertaised products over other products. The study thus recommended that Advertisers should make television advertisements attractive by using beautiful sceneries, interesting letters and attractive people so it can have a better influence on the buying decision of people.The study also concluded that the pproduction of more informative and educational advertisement and commercials should be encouraged as it will help to create awareness among adolescents.