大中学生广告素养发展规律及其影响因素研究  

Development Rule and Influencing Factors of Advertising Literacy

作　　者：曾秀芹[1] 

机构地区：[1]厦门大学新闻传播学院,中国厦门361005

出　　处：《现代广告》2010年第18期39-44,66,共7页Modern Advertising

摘　　要：本研究调查了初中至大学770名学生广告素养的发展规律及影响因素，结果发现：学生在行为层面上的广告素养得分最低，并且没有随着年级的增加而得到改善，一直处于较低水平；知识层面的广告素养则处于较高水平，但两种类型的知识发展规律不同，现实差距辨识随着年级的增加呈现阶段式发展规律，在高一至高二期间发展迅速，但在其他阶段发展缓慢，而说服技巧辨识则呈现稳步发展趋势，除初一至初二外，初二至大三每个年级都有进步；在广告素养的影响因素中，除了出生地类型外，专业、年级、广告总体态度及广告留意程度等其他因素对广告素养都有不同程度的影响作用。770 students from two high schools and an university were surveyed. Some development rules of students＇ advertising literacy were discovered. The advertising literacy at behavioral aspect was the lowest, and it wasn＇t improved by grade increase. The advertising literacy at knowledge aspect was the highest. The knowledge of identifying advertising skills kept increasing by grade increase. The knowledge of identifying reality gap was raised during first grade to second grade in senior school, but it wasn＇t raised anymore at other grades. The influencing factors of the advertising literacy were explored. Some results were found： except of the type of growing location, the other factors including major, grade, the total attitude to advertising and the attention level to advertising all impacted the advertising literacy significantly.

关 键 词：广告素养 发展规律 行为层面 知识层面 

分 类 号：C96[经济管理—人力资源管理]