INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In the United States of America for instance there are standing agreements with the cigarette companies to place their product in movies or television programmes but surprisingly, the amount of smoking in U.S. films has increased significantly since the settlement agreement was signed in 1998. In Nigeria today, tobacco advertisement remained one of the heavily prohibited product that could not be advertised in any of the media of mass communication.
In spite of this prohibition, some of these companies have stylishly advertised their product as can be visualized in the advertisement copy. Slogans such as “the Federal Ministry of Health warns that tobacco smoking is dangerous to health” or “smokers are liable to die young” is against this background that cigarette manufacturers have subtly entered the movie industries. Ostensibly to cynically promote the prohibited products. This is usually done in brand appearance through Act endorsement.
In spite of this prohibition, some of these companies have stylishly advertised their product as can be visualized in the advertisement copy. Slogans such as “the Federal Ministry of Health warns that tobacco smoking is dangerous to health” or “smokers are liable to die young” is against this background that cigarette manufacturers have subtly entered the movie industries. Ostensibly to cynically promote the prohibited products. This is usually done in brand appearance through Act endorsement.
