【摘要】：近年來(lái)，隨著科學(xué)技術(shù)和各種傳播手段的迅猛發(fā)展，商業(yè)廣告已經(jīng)充斥社會(huì)的各個(gè)方面，并逐步發(fā)展成為各種意識(shí)形態(tài)的集合體。在這之中，各種社會(huì)思想、觀點(diǎn)、價(jià)值、文化復(fù)雜多樣，先進(jìn)的與落后的、主流的與非主流的相互交織，呈現(xiàn)出多元、多樣、多變的特點(diǎn)。這種趨勢(shì)在豐富青年大學(xué)生生活的同時(shí)，也給該群體的道德發(fā)展帶來(lái)嚴(yán)峻的挑戰(zhàn)。作為道德主體的大學(xué)生在面對(duì)這些形形色色的意識(shí)形態(tài)該怎樣“取其精華，去其糟粕”就成為一個(gè)重要的課題。 黨的十七大以來(lái)，國(guó)家高度重視文化建設(shè)，提出了建設(shè)文化強(qiáng)國(guó)的戰(zhàn)略目標(biāo)，并提出了推進(jìn)社會(huì)主義文化大發(fā)展大繁榮的決定。正確分析研究商業(yè)廣告這一社會(huì)文化對(duì)青年大學(xué)生道德觀的影響，提出應(yīng)對(duì)措施，對(duì)推進(jìn)大學(xué)文化建設(shè)，培養(yǎng)具有高度文化自覺(jué)和自信的、德智體美全面發(fā)展的高素質(zhì)合格人才具有重要的現(xiàn)實(shí)意義和長(zhǎng)遠(yuǎn)意義。 本文以商業(yè)廣告為媒介，以其對(duì)大學(xué)生道德觀的影響為例展開說(shuō)明。主要包括以下幾個(gè)部分：第一部分是商業(yè)廣告對(duì)大學(xué)生道德觀影響的理論分析。本部分從廣告信息與情感反應(yīng)，科爾伯格的道德認(rèn)知發(fā)展理論和大學(xué)生思想政治教育的內(nèi)容與方法展開論述。通過(guò)介紹商業(yè)廣告中運(yùn)用的情感理論和大學(xué)生道德認(rèn)知理論，闡述和分析商業(yè)廣告與大學(xué)生發(fā)生聯(lián)系的理論基礎(chǔ)，并從大學(xué)生思想政治教育的角度論述重視這一現(xiàn)象的重要性。第二部分是商業(yè)廣告及其對(duì)大學(xué)生道德觀影響的必要性與特點(diǎn)分析。首先對(duì)商業(yè)廣告的相關(guān)內(nèi)容作了簡(jiǎn)單介紹，包括含義、類型、策略、作用、特征。其次，從大學(xué)生群體的思想特點(diǎn)，特殊地位和校園文化建設(shè)三個(gè)方面展開論述，說(shuō)明大學(xué)生道德觀受到商業(yè)廣告影響的必然性。第三，就商業(yè)廣告對(duì)大學(xué)生道德觀的影響特點(diǎn)分三個(gè)部分展開論述，，即商業(yè)廣告包含內(nèi)容多樣性、復(fù)雜性造成了大學(xué)生道德變化的兩面性；網(wǎng)絡(luò)廣告的興起對(duì)大學(xué)生道德選擇提出了更強(qiáng)的挑戰(zhàn)性；商業(yè)廣告的道德元素源于生活，對(duì)大學(xué)生的影響潛移默化。第三部分結(jié)合問(wèn)卷調(diào)查，對(duì)商業(yè)廣告對(duì)大學(xué)生道德觀影響現(xiàn)狀展開論述，同時(shí)說(shuō)明重視這些影響的必要性。文章著重從社會(huì)道德價(jià)值觀念、西方價(jià)值觀念和封建殘余思想、親情倫理、愛(ài)情觀、誠(chéng)信問(wèn)題、大學(xué)生生活態(tài)度、消費(fèi)觀等八個(gè)方面結(jié)合統(tǒng)計(jì)數(shù)據(jù)展開論證。本部分是論文寫作的重點(diǎn)。第四部分是對(duì)策研究部分。本部分從商業(yè)廣告制作者本身、學(xué)校、政府、學(xué)生自己四個(gè)方面來(lái)針對(duì)商業(yè)廣告對(duì)大學(xué)生道德觀產(chǎn)生的影響提出對(duì)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.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G641

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