GASPRO International Journal of Eminent Scholars

ABSTRACT The study investigated the influence of advertisement and alcoholic drink consumption in Akwa Ibom State. The researcher formulated four objectives to guide the study. From the four objectives four research questions and four hypotheses were formed for the study. The study adopted Expost-Facto research design, while the population of this study comprised all consumers of alcohol in Akwa Ibom State, distributors, family members of the drunk persons, owners of drinking parlor and medical practitioners, all being 2,003 in number. A simple random sampling technique was used in selecting 200 respondents for the study. The instrument for data collection which was tagged “Advertisement and Alcoholic Drink Consumption Questionnaire” (AADCQ) was administered to the respondents and used for the study. The instrument was vetted by an expert in test and measurement before the reliability test was conducted with 30 respondents which produced the reliability coefficient of 0.85, proving the instrument to be reliable for the study. Data collected was analyzed using descriptive analysis and Regression Analysis. From the results of the data analysis, many findings were made including the fact that there is significant effect of advertising on the level of alcoholic drink consumption in Akwa Ibom State. It was also observed that there is significant influence of the consumption of alcoholic drink due to advertising on health implication. It was therefore recommended that since the excessive usage of alcohol is risky to one health, one should be able to moderate in its intake if there is a reason to take it at all. It was also recommended advertising of alcohol should be prohibited so that its intake should be based on choice not on persuasions. Key Word: Advertisement, Alcoholic Drink, Akwa Ibom State.