A Study On The Social Effects Of Advertising On Nigerian Students In UNIPORT

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Abstract

This study focused on the social effect of advertising on the Nigerian students in UNIPORT. Specifically the study identified the extent advertising impacts on Nigerian students, the effects of advertising on the Nigerian students and the ways advertising on Nigerian students can be controlled. The survey design was adopted for the study, while the population size comprise of students of UNIPORT. The simple random sampling techniques were employed in this study, while the questionnaire was the instrument employed for data collection. A total of 150 copies of the questionnaire were administered, while 141 responses were validated from the survey. The collected and validated questionnaires were analyzed using frequency tables and mean scores. While the hypotheses were tested using Chi-square statistical tool. From the responses obtained and analyzed, the findings revealed that the various effects of advertising on the Nigerian students includes; self-perception of social status and success, feeling of pressure to conform to trends promoted through advertising, affects self-esteem and body image, stimulates feeling of more materialistic, and creates unrealistic expectations about life and lifestyle. Therefore, it was recommended that educational campaigns should be carried out in schools in order to educate the students on the dangers of some advertising messages passed across different media. Also, advertising managers should ensure that they adhere to advertising guidelines when using its advertising platforms to properly target the right audience with advertising messages.

Table of Content

Chapter One

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms
  • 1.10 Organization of the Study

Chapter Two

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • Appendix
  • Questionnaire

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