INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the United States of America for instance there are standing agreements with the cigarette companies to place their product in movies or television programmes but surprisingly, the amount of smoking in U.S. films has increased significantly since the settlement agreement was signed in 1998. In Nigeria today, tobacco advertisement remained one of the heavily prohibited product that could not be advertised in any of the media of mass communication.
In spite of this prohibition, some of these companies have stylishly advertised their product as can be visualized in the advertisement copy. Slogans such as “the Federal Ministry of Health warns that tobacco smoking is dangerous to health” or “smokers are liable to die young” is against this background that cigarette manufacturers have subtly entered the movie industries. Ostensibly to cynically promote the prohibited products. This is usually done in brand appearance through Act endorsement.
In spite of this prohibition, some of these companies have stylishly advertised their product as can be visualized in the advertisement copy. Slogans such as “the Federal Ministry of Health warns that tobacco smoking is dangerous to health” or “smokers are liable to die young” is against this background that cigarette manufacturers have subtly entered the movie industries. Ostensibly to cynically promote the prohibited products. This is usually done in brand appearance through Act endorsement.
In the Nigerian movie industry, tobacco use are heavily featured, thus, the researcher intends to examine the effect of tobacco use in the movies on youth smoking habit. The objective of advertising is to induce immediate action, to create liking and preference for a product or organization and to create awareness about a product or service. Some advertisements also seek to build a respected corporate identity for a company, product, and brand name or make all familiar to the public. Different kinds of business use advertisements to motivate different kinds of markets toward different kinds of response. Frank (2015).
All business firms, whether retailers, manufacturers, voluntary agencies or service institution such as insurance companies, airlines and banks, do advertise to build respected corporate identity, to make their corporate name well known and highly respected. Although personal contact can be appropriate for reaching small, well defined and highly concentrated markets such as industrial buyers, advertising is the only feasible means of communicating with millions of ultimate consumers.
Advertising is a supplier to industry dependent upon the wider industry within which its clients are located. There are, however occasions when advertising serves public relations objectives by advancing a company’s point of view. Advertising is different from publicity because, in advertising a company pays for the cost of telling its story. Advertising, therefore, goes beyond publicity, is persuasive, it reminds potential purchasers and even urges them to take certain specific action. Sobowale (2013)
The strategy used by advertising is persuasion. Advertising does not and cannot compel anyone to buy or to adopt any product or service, but it persuades and sometimes inform only the products involved in advertising vary from automobile to electrical target and the service may be varied as laundry to postal service. The product advertised may involve contributing to environmental sanitation, voting for certain candidate or going to picnic on holidays in each case, the advertisement points out the qualities of the product, the services or the ideas in candidate to win support.
Advertising does not concern itself with making sales alone, rather, it educate, enlightens and activates the public or produces predisposition to buy advertised product or services, hence, advertising is defined by a scholar as “are maker extra-ordinary, a powerfulshaper of values, a molder of opinion, a prime transmitter of ideas and information”. Idowu (2013) It is equally defined as “a promoting goods and services and for giving information about a good its features and its availability and for persuading people to buy”. It is a persuasive communication; it is also a tool of marketing. In order advertising functions only when there is a product or service to advertise in market to talk. It works alongside marketing. It helps to make products available at the point where the customer may purchase them. In this sense advertising works as an outlet for product, as a part of continuing cycle of production to meet demand.
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