Research On College Students’ General Attitude Toward TV Advertising

AG (attitude-toward-advertising-in-general) is an important area of advertising research, both the theoretical and practice of advertising would take great advantage of it. With its unparalleled advantage, TV ad plays the most important role in the current advertising market. Therefore, this study attempts to study on college students’general attitude towards TV advertising, trying to explore its forward and backward influencing factors by empirical research.The following study uses the questionnaire survey to collect college students’ general attitude towards TV advertising. The data shows that their general attitude is neutral and a little bit positive. Then it uses EFA (explosive factor analysis) and CFA (confirmatory factor analysis) methods to verify the theoretical constructs on scales. On this basis, the study also uses SEM (structure equation model) to analyze TV Ad’s social and economic effects and its forward and backward influencing factors, and the relationships between demographic factors and AG, and college students’intention of TV advertising, those factors include such as age, gender, and spending levels. The finding reveals that demographic factors does not significantly affect the attitude toward TV advertising, however, most of other hypothesis we put forward have been confirmed by the data.In order to improve consumer’s AG and further improve the operational efficiency of advertising, this paper also gives some advice on the operation of advertising according to the results of data analysis:like strengthening the monitoring of TV advertising; focusing more on improving the fun of television advertising; enhancing the authenticity of the message conveyed by TV advertising, and emphasizing the role of information communication of TV ads. Finally, the author also brings forward some discussion about the weakness of the study and points out the direction of future research.