广告大赛对高校学生的影响研究
发布时间：2019-01-19 19:33
【摘要】：随着我国广告业的迅猛发展,高校广告教育得以极大促进并初具规模。近年来,围绕高校广告教育的“大广告圈”正在逐步形成,广告主、媒体、广告公司、大学广告教育之间的联系越来越紧密,针对高校而设置的各类广告大赛也如火如荼,在大学生中的影响日趋广泛,逐步成为高校文科教学改革创新的重要平台。虽然广告大赛在实践操作层面日趋成熟,且发展势头方兴未艾,但关于广告大赛与大学生之间的理论研究却相对薄弱,从学术角度对广告大赛进行的研究非常稀少。广告大赛的存在有其必然性,高校广告教育需要广告业界的支持,广告业界也需要高校为其提供生力军,广告大赛的出现正是对这种培养模式和市场要求的回应。广告大赛是各方博弈的结果,在市场经济的刺激下,逐渐走上了商业化运作的道路,在这个演进过程中,将给广告大赛带来什么改变,造成哪些影响?这种运行模式下的高校学生又是怎样看待和评价广告大赛的?在参与的过程中,受到何种影响?存在哪些问题?这都是本篇论文试图寻找和研究的。 本文以目前影响较大的三大全国性大学生广告赛事：全国大学生广告艺术大赛、中国大学生广告艺术节学院奖、台湾时报金犊奖为研究样本,通过问卷调查的方法,实证研究广告大赛对高校学生的影响。 研究结果表明,广告大赛在高校学生中具有较高的知名度和参与度；广告大赛对于提高学生的广告专业水平,提升个人素养,丰富校园生活,增加与广告业界的沟通机会,强化就业观念等有积极意义；广告大赛还满足了学生的兴趣与表现欲,强化了动手操作能力；文章还指出了广告大赛运行中存在的不足以及可能的发展趋势,并对更大程度提升广告大赛的影响力进行了讨论。
[Abstract]:With the rapid development of advertising industry in China, advertising education in colleges and universities has been greatly promoted and began to take shape. In recent years, the "big advertising circle" around the advertising education in colleges and universities is gradually forming. The links between advertisers, media, advertising agencies and university advertising education are getting closer and closer. All kinds of advertising competitions set up for colleges and universities are also in full swing. The influence among college students is becoming more and more extensive, and it has gradually become an important platform for the reform and innovation of liberal arts teaching in colleges and universities. Although the advertising contest is maturing day by day in the practical operation level and the development momentum is in the ascendant, the theoretical research on the advertising contest and college students is relatively weak, and the research on the advertising contest from the academic angle is very rare. The existence of advertising competition has its inevitability, the advertising education in colleges and universities need the support of the advertising industry, and the advertising industry also needs universities to provide it with fresh forces. The appearance of advertising competition is just the response to this kind of training model and market requirements. Advertising contest is the result of the game between the parties. Under the stimulation of the market economy, it has gradually embarked on the road of commercial operation. In the process of this evolution, what changes will it bring to the advertising contest and what impact will it cause? How do college students look at and evaluate advertising competition in this mode? What is the impact on the process of participation? What are the problems? This paper is trying to find and study. This paper takes the three most influential national advertising competitions for college students: the National College Advertising Arts Competition, the Academy Award of China University Advertising Arts Festival and the Golden calf Award of the Taiwan Times as research samples. An empirical study of the impact of advertising competition on college students. The results show that the advertising contest has a high degree of popularity and participation among college students. Advertising competition has positive significance for improving students' professional level of advertising, improving personal accomplishment, enriching campus life, increasing communication opportunities with the advertising industry, and strengthening the concept of employment. The advertisement competition also satisfies the student's interest and the performance desire, strengthens the hands-on operation ability; The article also points out the deficiency and the possible development trend in the campaign of advertisement contest, and discusses how to enhance the influence of advertisement contest to a greater extent.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
本文编号：2411684
[Abstract]:With the rapid development of advertising industry in China, advertising education in colleges and universities has been greatly promoted and began to take shape. In recent years, the "big advertising circle" around the advertising education in colleges and universities is gradually forming. The links between advertisers, media, advertising agencies and university advertising education are getting closer and closer. All kinds of advertising competitions set up for colleges and universities are also in full swing. The influence among college students is becoming more and more extensive, and it has gradually become an important platform for the reform and innovation of liberal arts teaching in colleges and universities. Although the advertising contest is maturing day by day in the practical operation level and the development momentum is in the ascendant, the theoretical research on the advertising contest and college students is relatively weak, and the research on the advertising contest from the academic angle is very rare. The existence of advertising competition has its inevitability, the advertising education in colleges and universities need the support of the advertising industry, and the advertising industry also needs universities to provide it with fresh forces. The appearance of advertising competition is just the response to this kind of training model and market requirements. Advertising contest is the result of the game between the parties. Under the stimulation of the market economy, it has gradually embarked on the road of commercial operation. In the process of this evolution, what changes will it bring to the advertising contest and what impact will it cause? How do college students look at and evaluate advertising competition in this mode? What is the impact on the process of participation? What are the problems? This paper is trying to find and study. This paper takes the three most influential national advertising competitions for college students: the National College Advertising Arts Competition, the Academy Award of China University Advertising Arts Festival and the Golden calf Award of the Taiwan Times as research samples. An empirical study of the impact of advertising competition on college students. The results show that the advertising contest has a high degree of popularity and participation among college students. Advertising competition has positive significance for improving students' professional level of advertising, improving personal accomplishment, enriching campus life, increasing communication opportunities with the advertising industry, and strengthening the concept of employment. The advertisement competition also satisfies the student's interest and the performance desire, strengthens the hands-on operation ability; The article also points out the deficiency and the possible development trend in the campaign of advertisement contest, and discusses how to enhance the influence of advertisement contest to a greater extent.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8
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