From Exposure to Consumption: The Influence of Mass Media Advertising on Youth Use of Prohibited Products

Abstract

This research study will explore the acceptance, use of extremely harmful nicotine formulated products among the youth (18-22) especially university students influenced by the charming advertisements. Technological advancements have made it easier to attract large audiences to these products, which are otherwise restricted, especially in universities. However, these mind-striking advertisements have significantly impacted young people, leading many to become regular users of such products.

A quantitative approach (Netnography) has been used particularly for this study. Sampling technique was used to select a sample that was consisted of about 100 students. The researcher particularly selected group of those students who have started using probated items after watching such advertisements on leading TV channels (HUM, Express & Green entertainment). The selective sample was chosen from 2 universities (One Public and One Private) of post-graduate level students. Aiming to analyze the content two different advisements relevant to the products been selected. Using framing theory, the researcher measured the influence of the content, examining it frame by frame.       

The study revealed that the students which became addicted of such products, influenced by the heavy bombardment of eye catchy advertisements. The rising strength of the addiction among the youth is the result of the attractive commercials on the mass media.   

KEYWORDS: Influential Advertisement, Nicotine exposure, Addiction.