ABSTRACT
The
research examined audience perception on Lacasera soft drink advertisement
using Obafemi Awolowo University Ile-Ife, Osun State as a case study. The research was
also aimed at finding out if Obafemi Awolowo University students are influenced by
television commercials of Lacasera. The research design for the study was
survey research, the scope of the survey research was limited to a sample of 120
respondents drawn from students of the institution using purposive sampling
method (non-probability method). The theory that led support to this study was
cultivation analysis theory propounded by George Gerbner and Larry Gross
(1976), persuasion theory, and Advertising: Strong and Weak Theory etc.
According to this theory mass media (Television) is responsible for shaping or
cultivating viewers’ conception of social reality. Finding from the study shows
that majority of the respondent were exposed to Lacasera on television set. It is
recommended that advertising should be real and interesting so as to call and
retain prospective buyers for the advertised product.