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Impact Of Gulder Advertisement On The Social Behaviour Of Students Of Enugu State University Of Science And Technology Enugu
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The impact of advertising does not stop at the economy but also has
influenced the social behaviour of youths greatly by way of
sensitization, social interaction, modification and other wise. Using
ESUT students as an example, advertising makes students too
materialistic. Advert affects their value system and social behaviour
because it suggests to them that the means to a happier life is the
acquisition of more things. Baran (390).
Enugu State University of Science and Technology (ESUT) is located at the heart of Enugu State capital.
Advertising
have influenced students of Enugu State University of Science and
Technology (ESUT) by making them think that life is just about the
acquisition of more things, instead of spiritual or intellectual
enlightenment. Advertising creates opportunity of striving to attain
high materialistic status in students.
- Advertising creates in students liking and preference for a product.
- Advertising stimulates thought about a new product to its consumer’s.
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Advertising makes sure that all information about a product is
communicated to its consumer, like the features, and location of sales
of the product.
- Advertising with its persuasive nature, builds brand preference and loyalty in its consumer’s. Ozoh (1998, P. 13).
1.2 Statement of the Problem
Like
other promotional techniques, advertising informs, persuades and
reminds. It can change consumer’s beliefs, attitudes, images and
behavior.
Here, the reason for advertising is that advertising is an
important instrument of communication as far as commerce is concerned.
Once the advertiser has captured the attention of his audience, he holds
their interest long enough to make them aware of the production being
offered. Successful advertisements do not merely entertain, but try to
persuade the audience to buy. This is where the problem lies. People
tend to have the belief that this persuasive quality of advertising has
an impact on the social behavior of its audience, especially students
because they are still within the age of being influenced by the media.
Hence, the essence of this study.
The problem therefore is what impact has Gulder advertisement on the social behaviour of students of ESUT.
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