新媒体视域下当代大学生广告素养教育研究  

Research on Advertising Literacy Education of Contemporary College Students from the Perspective of New Media

作　　者：杨梦园 YANG Meng-yuan(Henan University of Urban Construction,Pingdingshan Henan 467044,China)

机构地区：[1]河南城建学院

出　　处：《湖北开放职业学院学报》2019年第22期72-73,共2页Journal of Hubei Open Vocational College

基　　金：河南城建学院校级基金项目阶段性成果(项目编号:2015JYB032)

摘　　要：在新媒介迅猛发展的信息化社会大背景下,广告已经成为一种渗透进人们生活中的重要信息传递方式,影响着大众的消费趋势、反映着社会的流行趋势。在这种大背景之下,需要在提升公众媒介素养的同时,重视人们广告素养的强化。本文以大学生广告素养教育为研究对象,就新媒介环境下大学生广告素养教育概况以及影响因素进行了全面的分析,并详细介绍了新媒介环境下的大学生广告素养教育策略。以此来帮助我们众多教育者明晰大学生广告素养教育内涵,指明未来教育发展方向。Under the background of the rapid development of information society in the new media, advertising has become an important way of information transmission penetrating into people’s lives, affecting the consumer trend of the public and reflecting the popular trend of society. In this context, we need to enhance the media literacy of the public at the same time, pay attention to the enhancement of people’s advertising literacy. This paper takes the advertising literacy education of college students as the research object, makes a comprehensive analysis of the general situation and influencing factors of the advertising literacy education of college students under the new media environment, and introduces in detail the strategies of the advertising literacy education of college students under the new media environment in order to help us educators clarify the connotation of advertising literacy education for college students and point out the future direction of education development.

关 键 词：新媒介 大学生 广告素养 概况 策略 

分 类 号：G640[文化科学—高等教育学]