Impact of Advertising on the Alcohol Consumption Pattern of University Students: The Case of University for Development Studies, Wa Campus (Published)
Objectives: Advertisement plays an important role in the marketing of products including alcohol. This tries to paper is to establish whether advertisement of alcoholic products, especially the use of celebrities in those advertisements, had and impact of the alcohol consumption pattern of university students. Methods: A mixed method research was used. 200 students of the University for Development Studies, Wa campus were selected by means of a snowball sampling technique. Data was collected through the use of questionnaire. Findings: Advertisement of alcoholic products especially the use of celebrities in those adverts has an impact on the alcohol consumption pattern of university student. Practical implications: Considering the harm that alcohol causes to under aged drinkers, it is very important that the guidelines on advertisement of alcohol be strictly adhered to. It is also very important to emphasise the dangers involved in the consumption of alcohol during these advertisements.
Keywords: Advertising, Alcohol Consumption, Alcoholic Products, University students