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.