关于电视广告对儿童影响的综述p1rdqbrq.docVIP

PAGE 本科生专业文献综述 题 目: 关于电视广告对儿童影响的综述 姓 名: 赵继文 学 院: 人文社会科学学院 专 业: 公共事业管理 班 级: 公管 51 学 号: 2235130 指导教师: 陈叶 职称: 讲师 2008年 南京农业大学教务处制 关于电视广告对儿童影响的综述 公共事业管理专业学生 赵继文 指导教师 陈叶 摘要：电视是一种具有极强影响力的大众媒体，当儿童成为电视广告的受众群时，人们普遍地注意到了电视广告对儿童的种种影响，电视广告如何让儿童健康发展的问题成为了关注的热点。本文通过对电视广告以及儿童概况的分析；儿童对电视广告反应的相关研究；电视广告对儿童的影响；电视广告对儿童影响问题的解决思路；西方国家对儿童电视广告的管理；我国儿童电视广告的改革措施等问题的研究综述，初步探讨电视广告应该如何更好的引导对儿童，并对今后需要进一步重视的问题进行了简要的分析。 关键词：电视广告；儿童；影响 Effects of Problems in Children TV Advertisements Student majoring in Public Administration Zhao Jiwen Tutor Chen Ye Abstract:The television is one kind has the greatly strengthened influence mass media, when the child becomes the television advertisement the numerous groups, did the people note the television advertisement generally to childs all sorts of influences, how the television advertisement have enabled the child health development the question to become the attention hot spot. This article through to television advertisement as well as child survey analysis; Child to television advertisement response related research; Television advertisement to child influence; The television advertisement affects the question to the child the solution mentality; Western nation to child television advertisement management; Our country child television advertisements question do and so on reform measure research summaries, how discuss the television advertisement should initially a better guidance to the child, and the question which needs to further take seriously to the present has carried on the brief analysis Key words：television advertisement；child；influence 美国传播学家施瓦茨曾把电视比喻为：“第二个上帝。”这个“上帝”通过无数不在的电波向他的信徒，尤其是儿童，传播了大量的、丰富多彩的广告信息，引起儿童在语言上、行为上、心理上等方面引起的一系列微妙的变化。电视广告不仅是在商品促消方面发挥着重要的作