廣告大賽對高校學生的影響研究
發(fā)布時間：2019-01-19 19:33
【摘要】：隨著我國廣告業(yè)的迅猛發(fā)展,高校廣告教育得以極大促進并初具規(guī)模。近年來,圍繞高校廣告教育的“大廣告圈”正在逐步形成,廣告主、媒體、廣告公司、大學廣告教育之間的聯(lián)系越來越緊密,針對高校而設置的各類廣告大賽也如火如荼,在大學生中的影響日趨廣泛,逐步成為高校文科教學改革創(chuàng)新的重要平臺。雖然廣告大賽在實踐操作層面日趨成熟,且發(fā)展勢頭方興未艾,但關于廣告大賽與大學生之間的理論研究卻相對薄弱,從學術角度對廣告大賽進行的研究非常稀少。廣告大賽的存在有其必然性,高校廣告教育需要廣告業(yè)界的支持,廣告業(yè)界也需要高校為其提供生力軍,廣告大賽的出現(xiàn)正是對這種培養(yǎng)模式和市場要求的回應。廣告大賽是各方博弈的結果,在市場經(jīng)濟的刺激下,逐漸走上了商業(yè)化運作的道路,在這個演進過程中,將給廣告大賽帶來什么改變,造成哪些影響?這種運行模式下的高校學生又是怎樣看待和評價廣告大賽的?在參與的過程中,受到何種影響?存在哪些問題?這都是本篇論文試圖尋找和研究的。 本文以目前影響較大的三大全國性大學生廣告賽事：全國大學生廣告藝術大賽、中國大學生廣告藝術節(jié)學院獎、臺灣時報金犢獎為研究樣本,通過問卷調查的方法,實證研究廣告大賽對高校學生的影響。 研究結果表明,廣告大賽在高校學生中具有較高的知名度和參與度；廣告大賽對于提高學生的廣告專業(yè)水平,提升個人素養(yǎng),豐富校園生活,增加與廣告業(yè)界的溝通機會,強化就業(yè)觀念等有積極意義；廣告大賽還滿足了學生的興趣與表現(xiàn)欲,強化了動手操作能力；文章還指出了廣告大賽運行中存在的不足以及可能的發(fā)展趨勢,并對更大程度提升廣告大賽的影響力進行了討論。
[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.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8
本文編號：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.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2010
【分類號】：F713.8
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