The Advertising Literacy Research Of Our Country Mid Area Rural Consumer

In recent years, with the fast developing speed of new socialist countrysideconstruction in China, the farmers’ income increases and their material and spiritualculture demand huge changes at the same time. In addition, with the rapiddevelopment of our media technology, a great amount of information occurs. And themedia and advertising are two integral whole, in our daily life, advertising iseverywhere, and gradually becomes the important part of people living culture. Forthe rural consumers, facing the outpouring of all kinds of ads’ Blasting and Bombing,this is not a good thing. Because of the rural consumer low levels of knowledge andtheir little means and methods of getting information, they can’t know muchinformation, and advertising is still the main factor influencing their making purchasedecisions. But their reading ability of advertising information is not strong, or verypoor. So, the rural consumers’ consumption psychology and behavior will directlyaffect the development of the advertising industry. Therefore, a person in the face ofthe mass media, should have the correct interpretation ability of media information.At present, our country has many scholars lay more emphasis on the media literacyeducation discussion and research, but the main content of the media literacy isadvertising literacy. The consumption potentials of our country rural market begin torelease. Thus, in this paper, the research object will be locked for central China ruralconsumers, investigating and studying the group advertising literacy status, so as toexplore the group advertising literacy training in an effective way, to further improveChina’s rural consumer advertising literacy level, especially enhance recognition,correct interpretation and use advertising information ability.Firstly, This article tells the investigation of Xiafang town Ruichang City,Jiangxi province, conducting a survey of rural consumers exposure to mediaMiddle China, and an overview of mass media exposure and advertising contact.From three aspects of the advertising exposure, advertising media contact frequency of media, advertising preference and the attitude to advertising, we draw on the theoryof the consumer’s course of conduct on advertising consumer demand, consumerattitudes, consumer psychology and consumer behavior, and summarize the impact ofadvertising on rural consumers. Then, combined with the concept of advertisingliteracy, we propose three dimensions of advertising literacy: the capabilities ofdefending the ad, the ad’s critical ability and the ability to use of the advertising.According to the survey in Ruichang City, Jiangxi Town, we analyze the status of thetarget group of advertising literacy. Finally, we give advice on the rural consumeradvertising literacy education following the uniqueness of rural consumer.Rural-to-consumer advertising literacy education is a systematic project. In order toachieve better educational results, we need the joint efforts of rural opinion leaders,media, government and rural consumers. It is certain to improve rural consumeradvertising literacy in contribution to building a harmonious society.