The Study On Persuasion Effects Of TV Advertisements On The Consumption Concept In Rural Area Of New Era

In the rural area of socialistic new era, the television media have become the channel for the rural residents to learn the messages and new changes of the world. The TV advertisements, endowed with rich product information and consumption concepts inside, turn to be the mass media advertisements that the rural residents meet in most frequency. Silently the fast-developing TV advertisements change the consumption concept and culture in the rural areas and deeply affect the rural residents' consumption behaviors and habits as well.Combining quantitative and qualitative methods, this thesis, based on the social investigation on Hongyan Village of Gongcheng County, Guangxi Autonomous Region and theorized on the research achievements and academic frame work in the persuasion theory in the communication effects research field, takes various approaches of questionnaire, drop-in interview and spot observation. The purpose of this thesis is to gather the relevant data of the interacting effects of TV advertisements on the rural consumption concept in new era in the aspects of the brand, fashion, consumption habits and means, so as to learn the real watching and reception instance on TV advertisements. By this, the thesis is trying to work over the effects of TV advertisements on the rural residents' consumption concept and analyze the communication effect mode and the facts that influence. From phenomena to essence, point to side, the paper would see through the case of Hongyan Village to analyze the effects of TV advertisements on the changes of the consumption concept in China rural area in new era, so that it could conclude the enlightenment for the TV advertisement to promote the rural area consumption situation and transforming the consumption concept, and accordingly to offer valuable suggestions for the modern consumption concept communication and improvement.