商业广告对大学生道德观影响及对策研究

发布时间：2018-08-30 12:54

【摘要】：近年来，随着科学技术和各种传播手段的迅猛发展，商业广告已经充斥社会的各个方面，并逐步发展成为各种意识形态的集合体。在这之中，各种社会思想、观点、价值、文化复杂多样，先进的与落后的、主流的与非主流的相互交织，呈现出多元、多样、多变的特点。这种趋势在丰富青年大学生生活的同时，也给该群体的道德发展带来严峻的挑战。作为道德主体的大学生在面对这些形形色色的意识形态该怎样“取其精华，去其糟粕”就成为一个重要的课题。党的十七大以来，国家高度重视文化建设，提出了建设文化强国的战略目标，并提出了推进社会主义文化大发展大繁荣的决定。正确分析研究商业广告这一社会文化对青年大学生道德观的影响，提出应对措施，对推进大学文化建设，培养具有高度文化自觉和自信的、德智体美全面发展的高素质合格人才具有重要的现实意义和长远意义。本文以商业广告为媒介，以其对大学生道德观的影响为例展开说明。主要包括以下几个部分：第一部分是商业广告对大学生道德观影响的理论分析。本部分从广告信息与情感反应，科尔伯格的道德认知发展理论和大学生思想政治教育的内容与方法展开论述。通过介绍商业广告中运用的情感理论和大学生道德认知理论，阐述和分析商业广告与大学生发生联系的理论基础，并从大学生思想政治教育的角度论述重视这一现象的重要性。第二部分是商业广告及其对大学生道德观影响的必要性与特点分析。首先对商业广告的相关内容作了简单介绍，包括含义、类型、策略、作用、特征。其次，从大学生群体的思想特点，特殊地位和校园文化建设三个方面展开论述，说明大学生道德观受到商业广告影响的必然性。第三，就商业广告对大学生道德观的影响特点分三个部分展开论述，，即商业广告包含内容多样性、复杂性造成了大学生道德变化的两面性；网络广告的兴起对大学生道德选择提出了更强的挑战性；商业广告的道德元素源于生活，对大学生的影响潜移默化。第三部分结合问卷调查，对商业广告对大学生道德观影响现状展开论述，同时说明重视这些影响的必要性。文章着重从社会道德价值观念、西方价值观念和封建残余思想、亲情伦理、爱情观、诚信问题、大学生生活态度、消费观等八个方面结合统计数据展开论证。本部分是论文写作的重点。第四部分是对策研究部分。本部分从商业广告制作者本身、学校、政府、学生自己四个方面来针对商业广告对大学生道德观产生的影响提出对策。
[Abstract]:In recent years, with the rapid development of science and technology and various means of communication, commercial advertising has flooded all aspects of society and gradually developed into a collection of various ideologies. Among them, various social thoughts, viewpoints, values, cultural complexity and diversity, advanced and backward, mainstream and non-mainstream intertwined, showing the characteristics of diversity, diversity and variability. This trend not only enriches the life of young college students, but also brings severe challenges to the moral development of this group. It is an important subject for college students as moral subject to face these various ideologies and how to "choose the essence and discard the dross". Since the 17th National Congress of the Party, the state has attached great importance to cultural construction, put forward the strategic goal of building a cultural power, and put forward the decision to promote the great development and prosperity of socialist culture. This paper analyzes correctly the influence of commercial advertisement, a social culture, on the moral outlook of young college students, and puts forward some countermeasures, which will promote the construction of university culture and foster a high degree of cultural self-consciousness and self-confidence. It is of great practical and long-term significance for high-quality qualified talents to develop in an all-round way. This article takes the commercial advertisement as the medium, takes its influence to the university student moral view as an example to explain. It mainly includes the following parts: the first part is the theoretical analysis of the influence of commercial advertising on college students' morality. This part discusses advertising information and emotional response, Colberg's theory of moral cognitive development and the contents and methods of college students' ideological and political education. By introducing the theory of emotion and moral cognition used in commercial advertisements, this paper expounds and analyzes the theoretical basis of the relationship between commercial advertisements and college students, and discusses the importance of attaching importance to this phenomenon from the angle of ideological and political education of college students. The second part is the necessity and characteristic analysis of commercial advertisement and its influence on college students' morality. First of all, the content of commercial advertising is briefly introduced, including meaning, type, strategy, function, characteristics. Secondly, this paper discusses the ideological characteristics, special status and campus culture construction of college students, and explains the inevitability that the morality of college students is influenced by commercial advertisements. Thirdly, the influence of commercial advertising on college students' morality is discussed in three parts, that is, the diversity of content in commercial advertising, the complexity of the moral changes of college students; The rise of online advertising poses a greater challenge to the moral choice of college students, and the moral elements of commercial advertising are derived from life and have a subtle influence on college students. The third part discusses the influence of commercial advertising on college students' moral outlook, and explains the necessity of paying attention to these effects. This paper focuses on eight aspects of social moral values, western values and feudal vestiges, family ethics, love, honesty, college students' attitude to life and consumption. This part is the focus of the thesis. The fourth part is the countermeasure research part. This part puts forward countermeasures against the influence of commercial advertising on college students' morality from four aspects: commercial advertisement producer, school, government and students themselves.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G641

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