Research For Status Quo Of Chinese Advertising Professional Identity

In this study, Identity sociology, psychology as a perspective from cognitive, emotional and behavioral attempts to build three levels of professional identity advertising professional knowledge structure dimensions which include occupational prestige, occupational status, professional values, Cognitive professional standards, professional values and professional skills, professional ethics; professional work of the ad, including the emotional sense of belonging, loyalty, pride, honor and satisfaction; professional behavior, including work on the advertising work engagement, competent Effectiveness continued commitment/interpersonal support and career conscious. After pilot testing a small sample, the results showed that the sample data is not in vocational skills/ethics/honors degree several significant differences, and thus deleted from the Identification Scale; the other the significant difference in test measurements, the final form advertising professional identity scale contains 20 small questions of second-order three-factor structure of the scale, KMO coefficient of 0.691, Cronbachs Alpha 0.915, cognitive, emotional and behavioral reliability are all three levels above 0.764, high scale reliability.According to a survey about the occupational scale needed to complete the author on advertising professional identity of the questionnaire itself, in order to identify differences in a more comprehensive study advertising career, in questionnaire design, in addition to professional identity scale, plus some extras column factor. Factors that affect the individual professional identity can be divided into individual factors, organizational factors and social factors. Among them, the individual factors including gender, age, job, education, personality, work experience, career motivation, salary satisfaction, relationship satisfaction, the goal of self-harmony, core self-evaluations, teaching efficacy, etc; organizational factors include the work environment organizational level, organization and categories; social factors, including expectations and assumptions others, family support and social support.Then combine the principle author of the biggest differences in principle, through questionnaires star, Sina Weibo and QQ groups multiple ways, such as watercress team conducted a survey of the issuance of work and eventually recovered 216 valid questionnaires, efficiency 83%. Survey shows that advertising is currently recognized professional degree is not high, although the level of recognition behavior more fully, but in career awareness and career emotional level is not ideal, eventually leading advertising does not form a highly professional identity. I also found in the survey, advertising awareness for their service attributes are in place, from the cognitive, emotional and behavioral reflected in three aspects.