Reality Show Advertising For College Students Research On The Influence Of Consumer Behavior

Nowadays,as more and more people criticize the traditional forms of advertising placed on television,this has given us ordinary consumers a sense of physical and psychological fatigue,and it has become increasingly difficult to achieve the brand communication effect they had envisioned.Implantable advertising has won the favor of television stations and advertisers because of its advantages of concealment,irreversibility,and closeness to the carrier,and it has been increasingly embedded in media such as movies,TV dramas,and reality shows..Most college students nowadays are the "post-95s," and they are about to become the main force of future social consumption.However,undergraduates are in the period of"noveling for differences" and are full of fresh and curious about all kinds of new things.As the main target audience of reality TV shows,college students have more time and more opportunities to contact real-life show placement ads than other groups and are therefore more affected.In response to this problem,this study was based on the statistical analysis of the questionnaire survey results,combined with individual interview data,and applied the relevant theories of sociology,communications,and advertising to try to understand the level of college students' consumption,consumption structure,and consumption concepts.Changes,analyze the impact of reality show product placement ads on college students' consumption behavior.After analyzing the survey data,it was found that the impact of reality-oriented product placement ads on college students' consumption behavior was not so worrying,but it did indeed have certain problems.On the one hand,the reality show implanted advertising will exert its positive factors in the process of dissemination,and it will play a role of reference and guidance for the college students'consumption behavior;on the other hand,it will also have a bad influence on the college students' consumption behavior,resulting in the consumption behavior of college students.Unreasonable,over-consumption,symbolic consumption,consumption-type data consumption,fashion consumption,and consumer conformity and blindness.There are two main reasons for the problems that arise from the analysis of college students' consumption behavior influenced by reality show implanted advertising.The first one is the internal causes,including the need of self-identity recognition of college students and the curiosity of college students themselves.The second is the external causes,which mainly include the influence of the family's growth environment,the increasing popularity of the mass media,and the mutual influence of peer groups.The negative impact of reality-oriented product placement ads on college students' consumption behavior will have a bad influence on their own life and learning,and will have an adverse impact on the campus atmosphere and the entire society's consumer behavior.Therefore,we should start from cultivating a reasonable concept of consumption of college students,and improve the external social environment,mainly regulating the behavior of college students from several aspects such as college students themselves,advertising practitioners,families,schools and society.It is believed that under the common concern and joint efforts of all parties,college students' consumption behavior will become more reasonable.