THE INFLUENCE OF TV BEVERAGE ADVERTISING EXPOSURE ON ADOLESCENTS BEVERAGE USE AS CASE OF AYER TENA SECONDARY AND PREPARATORY STUDENTS

Abstract

The objective of this study was to studying the influence of TV beverage ads exposure on adolescents beverage use. A questionnaire, including five-point scale items, was designed based on previous research and distributed to two hundred thirty six Ayer Tena secondary and preparatory school students. Focus group discussion was also conducted with thirteen discussants. The participants were selected using stratified random sampling method. The findings of this study revealed that watching TV beverage advertisements is related with beverage use. Gender of the adolescents was also strongly related with beverage use. Male participants, compared to females, scored high on likability, identification and expectancy scale items; hence they were more likely to use beverage as compared to their female counterparts. The result also revealed that likability of ads, identification of teenagers with characters of TV beverage ads and expectancy to use beverage derive teenagers to use beverage. Moreover, likability of beverage TV ads, identification of teenagers with models of beverage ads and expectancy of beverage use were found to be significant predictors of beverage use. In addition, the result from qualitative data also showed that TV beverage commercials encouraged adolescents to use beverage by showing, music, dance, humor and youthful lifestyle on TV beverage ads. Moreover, adolescents perceived drinking beverage use as healthy lifestyle due to the fact those advertisers sent only positive outcomes of beverages. Based on the findings of the study it has been recommended that design counter-advertising targeting at younger age by incorporating elements such as music, humor and youth-attractive characters that appeal to these audiences may reduce the unwanted impacts of TV beverage ads.