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THE EFFECTS OF TOBACCO ADVERTISING ON YOUTHS (A CASE STUDY OF STUDENTS OF INSTITUTE OF MANAGEMENT AND TECHNOLOGY)

ABSTRACT

This study is aimed at evaluating the effect of tobacco advertising on youths, using student in Institute of management and Technology as a case study. The work opens up in chapter one and contains the background of the study, statement of the problems objectives of study, research questions, significance of the study and limitation of the study. Chapter two is a comprehensive review of related literature. While chapter three deals with the methodology. Chapter four contains the presentation, analysis and interpretation of data. The work finally came to an end in chapter five with the summary of findings conclusions and recommendation for further studies.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

Youth is most vulnerable to various types of social, physical and environmental influences. Peer acceptance, rebelliousness, popularity, gender identity is some of the key reasons of youth experimentation to different types of exposure mainly smoking (Muttappallymyalil et al., 2012). Every day around 80,000-100,000 young people around the world become addicted to tobacco (The World Bank, 1999). Therefore, tobacco industry feels that young people are vital to their products and in turn can either increase or maintain their market share (National Cancer Institute 2008; CDC- Fact Sheet- About Tobacco Industry Marketing 2011).

Smoking is a health risk, a pattern of behaviour usually acquired during adolescence. In Western countries, 13% to 35% of adolescents smoke. Youth is a time of experimentation and it is estimated that every day between 3000 and 5000 young people try their first cigarette. Tobacco use in adolescence is associated with a range of health compromising behaviours, including being involved in fights, carrying weapons, engaging in higher-risk sexual behaviour and using alcohol and other drugs.3 Smoking can be viewed as a rite of passage from childhood to adulthood. An adolescent’s first cigarette is usually obtained from a friend or family member. One third of adolescents who experiment with cigarettes will become daily smokers.

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