电视广告对儿童负面影响研究.docVIP

电视广告对儿童负面影响的研究 公共事业管理专业学生 冯澄澄 指导教师 谭放 摘要：电视广告被称为是一门视听兼容的综合艺术，它既有固定或运动的生动形象的图像，又有经典的对白解说，再加上精确的剪辑和巧妙的特技，从而构成了电视广告独特的魅力。声画并茂、跳跃动感、短小精悍的电视广告正好符合儿童注重感觉、好奇心强、活泼善变的性格特征，所以一般儿童都比较喜欢观看电视广告。当儿童成为电视广告的受众群时，由于儿童缺乏对外界信息的完全判断和认知能力，因此在接受电视广告信息时，有可能不能完全对广告信息进行正确的判断。本文从各个方面研究了电视广告对儿童心理、消费、思维这三方面负面影响的问题，分析其产生的原因同时提出相应的解决对策。 关键词：电视广告；儿童心理；儿童消费；儿童思维 Television Advertisement to Child Negative Influence Research Student majoring in Public Administration FENG Chengcheng Tutor TAN Fang Abstract：The television advertisement is called is a seeing and hearing compatible comprehensive art, it both has fixed or the movement vivid image, and has the classics dialogue to illustrate, in addition precise editing and ingenious stunt, thus constituted the television advertisement unique charm. The sound picture and the cyclopentadiene, the caper person or household who refuses to move and bargains for unreasonably high compensation when the land is requisitioned for a construction project, the terse and forceful television advertisement happen to conforms to the child to pay great attention to the feeling, the curiosity strongly, the lively fickle disposition characteristic, therefore the common children all compare like watching the television advertisement. When the child becomes the television advertisement the numerous groups, because the child lacks to the outside information complete judgment and cognition ability, therefore when accepts the television advertising info, has the possibility not to be able completely to the advertising info to carry on the correct judgment. This article has studied the television advertisement from each aspect to the infantile mentality, the consumption, the ideation negative influence question, simultaneously proposed how solves or reduces these problems. Key Words：Television Advertisements；Children’s Mentality；Children’s Consumption；Children’s Ideation 1979年1月28日，上海电视台播出了我国电视史上的第一条电视商业广告一一参桂补酒。3月15日，上海电视台又播出了第一条外商广告一一瑞士雷达表。[5]32同年11月，中宣翻出准新闻