Abstract:
The rise of television as an advertising medium is obviously more striking since it started fro a zero base only a few decades ago. Advertising has the task of putting product pictures in the minds of consumers. This study sets out to know the perceptions of the social influence of television advertising on students, using Renaissance University, Ugbawka undergraduates as a study. These undergraduates are in their regular academic programmes and also, are accessible to the researcher. The study used survey method and 300 copies of structured questionnaire were administered. In all, a total of 270 copies of structured questionnaire were returned, 20 copies were not returned while 10 copies were mutilated. The findings revealed that 265 respondents representing 98.15% believed that television advertising influenced them high; 2 respondents representing 0.74% believed that television advertising influenced them low; while one respondent representing 0.37% believed that television advertising influenced them very low. The concern over the impact of advertising on students stem from the sheer magnitude of their exposure to such communication.
