ABSTRACT

The research examines social effect of advertising on the Nigeria students (A study of students of Enugu State University of Science and Technology, ESUT). This study was embarked on by the researcher to know how advertisement affects the regular life style of students, both negatively and positively, the way students react to this effect and how this effect can be controlled. In order to get the following details or data, survey method was adopted as the research method, while questionnaire was used as the instrument for data collection. The finding gathered shows that four hypotheses test were accepted while one was rejected, which led to the conclusion that advertising could have more positive effects than negative effects on the Nigerian students and that advertising does not cause anti – social behavior in students. The researcher recommends among others that in-depth research should be made to find out the group of audience made for a particular advertisement and direct such advertise to them, advertisers should be more realistic in their advertisements in order to reduce distortion of reality, etc.