| Abstract: | This study examined the effect of alcohol advertisement in youth behaviour Advertisements in
Addis Ababa Consumers with the theoretical frame work of hierarchy of effects. The goal of the
study has been to identify how Addis Ababa consumers (youth) rely on alcohol Advertisements
and how does that influence their buying habits. In addition to this, the study has also attempted
to find out how alcohol Advertisements creating perception and awareness on Addis Ababa
consumers. In this study 375 consumers in Addis Ababa have been selected from four sub cities
and 3 professionals were selected purposively. However, these numbers of the respondents is few
to represent Addis Ababa alcoholic Advertisement viewers, due to the constraints of time and
money the researcher limited the number of respondents to this figure. In order to analyse the
responses of the items in the questionnaires descriptive analysis using frequency and percentage
were employed. Besides, the responses of the in-depth interviews which were obtained from 1
media and advertising professionals and 4 individual business man .were tapes - recorded and
analysed. The result of the study reveals that alcohol Advertisement influences Addis Ababa youth
consumers buying behaviour and it encourages them to buy a product or service. Overall, the
older groups were far less negative about alcohol than the younger groups. While the number of
positive beliefs was similar in both age groups for both genders, the amount of negative belief
expressed was substantially less in the older age groups. The younger group also expressed a far
greater number of 'neutral' comments than the older groups. Most of the positive beliefs were
concerned with mood or feelings such as 'feel happy', 'feel relaxed' and 'feel more confident'. The
most often mentioned belief common to all four groups was that 'having fun' was perceived as a
key benefit of alcohol use. This belief was particularly strong amongst the older girls. The
negative beliefs tended to be about behavioural or physical effects, such as 'feel sick to your
stomach' and 'do something you'd regret'. The most common to both age groups and both genders
were 'get a hangover', 'feel sick to your stomach', 'get into trouble with your parents', 'do
something you'd regret', and 'alcohol is expensive'. The older boys had the fewest negative beliefs
of all the groups. Producers should have to answer what’s alcohol advertisements, how do they
produce, how many level message does it has, how’s the creativity, how’s the cultural sensitivity.
In general we need to learn about alcohol and be professional before we become alcohol
advertisements makers. Alcohol advertisements should be accomplished by professionals. Alcohol
distribution or drinking Stations should have to give awareness about alcohol .The
aforementioned predictors should be practiced to include awareness for more youth consumers. |
