Commercial Influence On College Students' Morality And Countermeasure Research

In recent years, with the rapid and great development of science and technology,commercial advertising is filled in all fields of the society, and has gradually developedinto an aggregation of all kinds of ideologies. In this aggregation, the orientation ofvarious social thoughts, views of life, world outlooks, and views of values is complexand diversified, and those advanced and backward, mainstream and non-mainstreamthoughts are intertwined, presenting features of multiple, diversity, and changeability.This trend enriches students’ college life, and at the same time, it has brought seriouschallenges to their moral development. As the main body of morality, college studentsare faced with various moral ideologies and it has become an important issue to knowhow to "take the essence and discard the dregs".This paper elaborates on the influence of commercial advertising media on collegestudents’ moral values.Since the party’s17th national congress, our country has attachedgreat importance to cultural construction, put forward the strategic target of building aculturally powerful country, and decided to promote great development of socialistculture prosperity. It has significant practical and long-term meaning to do research andgive correct analysis on the influence of commercial advertising on college students’moral concept, to put forward the countermeasures, to promote the university culturalconstruction, to cultivate high-quality students with highly cultural consciousness andself-confidence, and all-round development.This paper mainly includes the following parts: the first part is the theoreticalanalysis of the influence of commercial advertising on college students’ moral values.This part uses methods and knowledge of advertising information and emotionalreactions, and Kohlberg’s moral-cognitive development theory and college ideologicaland political education. By introducing the emotion theory and college students’ moralcognition theory used in commercial advertising, this part demonstrates and analyzesthe theoretical foundation for the relation between commercial advertising and collegestudents, and discusses about why it is important to pay attention to this phenomenonfrom the view of ideological and political education of college students. The second partis about the commercial advertising and moral values of college students. It first gives abrief introduction of related information on commercial advertising, including meaning,types, strategies, effect, and characteristics. Secondly, this part elaborates from3perspectives: the psychological characteristics of college students, special status and theconstruction of campus culture, and shows the inevitability of the influence of businessadvertising on college students’ moral values. The third part is divided into three parts toelaborate on the characteristics of commercial advertising’s impact on college students’moral values, namely the diversity and complexity of commercial advertisements’content causes the two sides of university students’ moral changes; the rise of onlineadvertising has made it more challenging for college students to make moral choice;moral factors of commercial advertising come from life and exert influence on collegestudents.The third part, combined with questionnaire, elaborates on the present situation ofcommercial advertising’s influence on college students’ moral values, and the necessity of attention to these influences. This part, combined with statistics data, focuses onexplaining from8perspectives: the social moral values, western values, feudal thought,family affection and ethics, love, advertising’s deceptive problem, social responsibility,the college students’ attitudes towards life, and view of consuming namely lifestyle.This part is the focus of this paper. The fourth part is the countermeasure research. Thispart puts forward the countermeasure research from four perspectives: commercialadvertisers, schools, government, and students, and puts forward countermeasures forthe influence of commercial advertising on college students moral values.