Research Of The Status And Countermearsures Of Rural Advertisement

In the dissertation, the W village of Xiantao country in Hubei province was investigated and interviewed using the combination of questionnaire investigation and individual interview. The paper investigated the present status of village radio, for example, the coverage status of mass media in the local village, the social effect situation of village advertisement broadcast and the main question during the advertisement broadcast. And aiming at these main questions, the countermeasures were brought forward to promote the village advertisement broadcasting reasonably, orderly and effectively. The obtained main results are as follows:(1) The advertisements have become the important channel that the rural audience obtained the information of commodity. And the advertisements played an active role in the production and living of rural audience. Usually the rural audience obtained the more commodity information from the TV media. For the rural audience, the likeability and credibility on the same media advertisement was about the same. The results showed that the likeability and credibility on the same media advertisement obtained consistent evaluation of the rural audience.The rural audience obviously trended to the advertisements of products closely relating to the production and living of peasants, for example, the agricultural products including chemical fertilizers, pesticides and fine breed, the dress, the medicine and the healthcare product. Almost all the rural audience knew that the existence of the harmful advertisements have been the social questions. So the related organizations, including the media, the advertisement company and the government administrative department, should make a concerted effort to handle the social questions.(2) It was understood by investigation and interview that the broadcast channel of rural advertisements was single and mainly depended on TV and media among people such as neighbours,colleagues, relatives, friends and family. The existing main questions of the advertisements contents were the false advertisements, the vulgar advertisements contents and the hedonism.(3) For the above main questions, the countermeasures were brought forward to solve the these problems, such as single advertisements broadcast channel, the false advertisements and the advertisements credibility, and improve the effect of the advertisements broadcast.