天津市北辰区农村公益广告实证研究

发布时间：2018-05-27 23:43

本文选题：农村公益广告 + 发展　；参考：《西南交通大学》2013年硕士论文

【摘要】：近年来天津市农村建设得到发展迅速,这不仅表现农村在经济方面的快速发展,也表现在生活水平的提高和精神文明的提升,农村产生的巨大变化,除了国家对农村建设在资金上和政策上的大力支持,也离不开公益广告在农村中的宣传作用。天津市北辰区现阶段的公益广告发展繁荣,无论是公交站、地铁站还是火车站都布满了公益广告的痕迹,然而农村中公益广告的发展却出现不平衡,有些农村甚至发展缓慢,情况没有城市那么乐观。针对天津农村公益广告发展这一问题,通过5个章节来进行展开：第1章是绪论。介绍本论文的研究背景、研究意义、研究思路和方法、文献综述。第2章是对公益广告与农村公益广告的概述。对公益广告的概念、社会功能和农村公益广告的概念、在农村中的作用进行阐述。第3章是对天津市北辰区农村公益广告的现状调查。本章结合本文的研究实际,将实证研究设计成三个部分：第一部分是对政府领导者的访谈,了解北辰区公益广告发展的整体状况及对公益广告的态度,是从政策层面；第二部分是对村民的问卷调查,了解农村公益广告的传播效果及影响传播效果的因素,是从民声层面；第三部分是对相邻两个村公益广告的进行观察,发现异同并分析,是从现象层面。第4章是对天津市北辰区农村公益广告的效果研究。主要分为三个方面：政治政策对农村公益广告的影响因素；公益广告对村民的认知、态度和行为的影响；农村公益广告的自身问题。第5章是北辰区农村公益广告发展对策研究。针对北辰区农村公益广告现状和发展出现的问题,提出对农村公益广告未来发展的对策。
[Abstract]:In recent years, the rural construction in Tianjin has been developing rapidly, which not only shows the rapid development of rural economy, but also the improvement of living standards and spiritual civilization, and the tremendous changes in rural areas. In addition to the state's strong financial and policy support for rural construction, public service advertising can not be separated from the role of propaganda in rural areas. The development of public service advertisement in Beichen District of Tianjin is prosperous at the present stage. Whether it is bus station, subway station or railway station, it is full of traces of public service advertisement. However, the development of public service advertisement in rural areas is unbalanced, and some rural areas even develop slowly. The situation is not as optimistic as the city. In view of the problem of the development of rural public service advertisement in Tianjin, it is carried out through five chapters: Chapter 1 is the introduction. This paper introduces the research background, research significance, research ideas and methods, literature review. Chapter 2 is the summary of public service advertisement and rural public service advertisement. The concept of public service advertising, social function and the concept of rural public service advertising, the role in rural areas are expounded. Chapter 3 is an investigation on the present situation of rural public service advertisement in Beichen District of Tianjin. This chapter combines the research practice of this paper, the empirical research is designed into three parts: the first part is to interview the government leaders, understand the overall situation of the development of public service advertising in Beichen District and the attitude to the public service advertising, is from the policy level; The second part is the questionnaire survey to the villagers to understand the spread effect of rural public service advertisement and the factors that affect the communication effect. The third part is to observe the two neighboring villages public service advertisement, find the similarities and differences, and analyze them. Is from the phenomenon level. Chapter 4 studies the effect of rural public service advertisement in Beichen District of Tianjin. It is mainly divided into three aspects: the influence factors of political policy on rural public service advertisement; the influence of public service advertisement on villagers' cognition, attitude and behavior; and the problems of rural public service advertisement itself. The fifth chapter is the Beichen district rural public service advertisement development countermeasure research. In view of the present situation and problems of rural public service advertisement in Beichen district, the countermeasures for the future development of rural public service advertisement are put forward.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;G206.3

【参考文献】