成人共视对儿童的广告素养和饮食行为的影响研究

发布时间：2018-05-24 01:44

本文选题：成人共视 + 儿童　；参考：《浙江师范大学》2013年硕士论文

【摘要】：目的本研究探讨接受广告课程培训的成人与儿童共视后对儿童的广告素养和饮食行为的影响。方法本研究共分为两部分。第一部分是实验的前期准备—小团体课程培训,课程培训的目标是帮助成人掌握更多广告知识技能和食物营养方面的知识,便于第二部分的实验中这些成人能够有效地解说广告并与儿童讨论电视食品广告。研究中参与的成人是六名心理学研究生,进行每天一次,每次两小时,为期四天的课程学习。整个课程结束后,为了确保课程的效果,参与者需要完成一份课程培训反馈单并接受研究者的访谈。第二部分是不等组准实验设计。选取金华1所小学1-3年级127名儿童为被试。实验设有一组实验组和一组控制组,实验组是一名主试(即接受广告课程学习的成人)陪同一名儿童看视频,在观看过程中与儿童进行交流,控制组是儿童独自看视频,两组儿童看视频后完成一份儿童广告素养问卷和饮食行为问卷。为了更全面的反映共视效果,研究者对部分实验组儿童进行访谈。结果1.成人共视后,实验组和控制组儿童在广告素养总得分上具有非常显著地差异,具体到各维度上,实验组在广告知识得分和广告分析能力得分上也明显优于控制组。性别对儿童的广告素养得分没有影响,而年级在儿童的广告素养得分上有差异。实验组中,三年级儿童在广告素养总分、广告评价能力得分上明显高于二年级,二年级在广告知识得分上高于一年级；控制组中,在广告评价能力得分上,二年级明显高于一年级。 2.成人共视后,实验组和控制组儿童在饮食行为及其两个维度(学习营养与健康、营养食物选择)得分上达到显著差异。性别对儿童的饮食行为得分没有影响,而年级在实验组儿童的饮食行为得分上有影响。实验组中,一年级儿童在饮食行为总分及各维度得分上明显高于二年级和三年级。 3.从访谈资料中得知,实验组大多数儿童能够从媒介元素、劝服技巧和产品等方面分析广告内容；在食品购买和应对食品广告宣传方面会关注食品的营养和卫生以及广告的真实性；同时也反映学到了较多广告和营养方面的知识。结论成人共视提高了儿童的广告素养,改善了儿童的饮食行为。
[Abstract]:Objective to investigate the effects of adults and children who received advertising training on their advertising literacy and eating behavior. Methods the study was divided into two parts. The first part is the preparation of the experiment-small group training, which aims to help adults acquire more advertising skills and knowledge about food and nutrition. In the second part of the experiment, the adults were able to effectively interpret advertisements and discuss TV food advertisements with children. The adults in the study were six graduate psychology students who took a four-day course once a day, two hours a time. At the end of the course, to ensure the effectiveness of the course, participants completed a course training feedback form and were interviewed by the researchers. The second part is the quasi-experimental design of unequal groups. 127 children in 1-3 grade in Jinhua primary school were selected as subjects. The experiment consisted of a group of experimental groups and a control group. The experimental group was a primary test (that is, an adult who received an advertisement course) to accompany a child to watch a video and communicate with the child during the viewing process. The control group was a child watching the video alone. Two groups of children after watching the video completed a questionnaire on children's advertising literacy and diet behavior questionnaire. In order to reflect the effect of common vision more comprehensively, the researcher interviewed some children in the experimental group. Result 1. There were significant differences in the total scores of advertising literacy between the experimental group and the control group after adult co-viewing. The experimental group was also superior to the control group in the score of advertising knowledge and the score of advertising analysis ability. Gender had no effect on the score of children's advertising literacy, but the grade had difference in the score of children's advertising literacy. In the experimental group, the score of advertising literacy in the third grade was significantly higher than that in the second grade, and the score of advertising knowledge in the second grade was higher than that in the first grade; in the control group, the score of advertising evaluation ability in the control group was higher than that in the second grade. Second grade is obviously higher than first grade. 2. There were significant differences in dietary behavior and their two dimensions (learning nutrition and health, nutritional food selection) between the experimental group and control group. Gender had no effect on children's dietary behavior scores, while grade had influence on children's dietary behavior scores. In the experimental group, the total score and dimension score of the first grade children were significantly higher than that of the second grade and the third grade. 3. According to the interview data, most of the children in the experimental group can analyze the advertising content from media elements, persuasion techniques and products. Attention will be paid to the nutrition and hygiene of food and the authenticity of advertisements in food purchase and response to food advertising, and it also reflects the knowledge of advertising and nutrition. Conclusion Adult synopia can improve children's advertising literacy and diet behavior.
【学位授予单位】：浙江师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：B848.4

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