Study On The Effect Of Advertisement On Juvenile In Rural Area

The paper employed the method involved questionnaire and deep interview, through investigated and interviewed the middle school students of Dangyang county, Hubei province, researched on the influence of advertisement on youths' socialization, and analyzed the positive and negative influence of advertisement on the formation and development of youths' personality characteristics, outlook of values and consumption, living style. On the basis, some corresponding effective measures were offered. The dissertation consists of seven major parts together as follows:Partâ… , it reviewed some correlative research results; expatiated the object, significance and innovation; defined the theoretical foundation, research hypothesis, and basic concept; confirmed the main content and the research route of this paper; explained the methods.Partâ…¡, it mainly characterized the profile of the investigated place and sample's feature, and summarized the traditional socializing mechanisms and character of public communication socializing mechanisms of investigated place.Partâ…¢, it mainly analyzed the youths' advertisement contacted behavior in rural area. It introduced the actuality of the youth who living in the rural area contacted the public media, and the frequency, contents and liked varying degree of the advertisements that the youth contacted were be further analyzed. Results showed that the mediums that the youth have were restricted by their families' economy. One side, there are some differences between male and female students in medium contents and advertisement styles they contacted. Other side, there are some difference between grade and age in frequency and like varying degree of the advertisement they contacted.Partâ…£, it studied on the influence of advertisement on the formation and development of character of youth in rural area. Results showed that advertisements had positive effect on fashion taste and character developing and novel consciousness of the youth in rural area, and have significant effect on bringing up their modem consciousness and adapting themselves to modern living.Partâ…¤, it researched on the influence that advertisements affected value concept and consumption value of youth in rural area. The results showed that advertisements could contribute to bring up youth's great consciousness, but had negative effect on social sex; advertisements had positive effect on the consumption choice, but helped to building up the view of high consumption.Partâ…¥, it mainly studied on the influence of advertisement effect on the living style of youth in countryside. Results showed that advertisements could help youth to accumulate general knowledge of living, to enhance medium literacy and to bring up guaranteed right's consciousness through distinguished advertisement between real and false. But the youths' language consciousness was changed and their life was symbolized by advertisements. Partâ…¦, the conclusion was presented on the base of empirical studies, it discussed the positive effect and negative effect of advertisements on youth in countryside, and some suggestions were put forward to government. Lastly, some deficiencies of the paper were analyzed.