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ABSTRACT
Advertising as a specialized form of marketing communication is a business function carried out by organizations in attaining an efficient communication system in order to ensure successful performance. Despite the social and health repercussions of alcohol consumption and little knowledge of warning sign among adults, literature still show that the relationship between advertising warning signs and alcohol consumption is an understudied area. The study examined the attitude of Mass communication undergraduates to the 18+ warning sign in alcoholic beverage advertisements. This project made use of survey research Methodology as technique, using Questionnaire as its primary source of data collection for the study. The Analysis of data revealed that Billboard advertisement on Alcoholic Beverage has a significant role on undergraduate consumption. The study recommended that advertisers, of the promotional messages that promote alcohol consumption, should intensify the use of the 18+ warning sign and other warning labels for the purpose of being socially responsible. Also advertising agencies in line with existing regulations should intensify efforts at monitoring the content of advertisements to ensure compliance with set standards.
