广告影响大学生价值观构建实证研究  

An Empirical Research on the Influence of Advertising on the Construction of College Students’Values

作　　者：陈书杰 Chen Shujie(School of Literature and Art&Media,Tongling University,Tongling 244000,China)

机构地区：[1]铜陵学院文学与艺术传媒学院,安徽铜陵244000

出　　处：《黑河学院学报》2020年第7期67-69,共3页Journal of Heihe University

基　　金：安徽省哲学社会科学规划项目“涵化理论视角下广告影响大学生价值观构建的实证研究”(AHSKQ2018D43)。

摘　　要：媒体中传播的内容会对受众产生潜移默化的影响。广告势必对受众价值观的构建产生影响。选择当前出现频率较高的四种价值观广告作为实验刺激,分别是包含乐观进取生活观的广告、包含天下父母心亲情观的广告、包含独立自主女性观的广告以及包含自由个性价值观的广告。研究发现,观看广告后大学生在每种观点上的态度都有加强,每种广告都会影响大学生价值观构建,但影响程度不同。The content transmitted in the media will have a subtle influence on the audience.Advertising is bound to have an impact on the construction of audience values.Four values advertisements with high frequency at present are selected as the experimental stimuli,which concern the optimistic and enterprising view of life,the view of affection of on parents'love in the world,the view of independent women and the view of free personality.It is found that college students’attitudes on each point of view get strengthened after watching advertisements,and each kind of advertisement would affect the construction of college students’values,but to different degrees.

关 键 词：广告 价值观 大学生 实验研究 

分 类 号：F713.8[经济管理—广告]