短视频平台教育广告研究——基于74则教育广告的内容分析

Research on Educational Advertisement on Short Video Platform——Content Analysis Based on 74 Educational Advertisements

采用内容分析法,以5家在线教育机构发布在抖音、快手平台上的74则短视频教育广告为研究对象,从外在特征和内在特征两个方面对教育广告进行分析。外在特征包括教育广告涉及学科、学段、呈现方式、人物着装、视频时长,内在特征包括广告诉求和所蕴含的价值观念。研究发现,速成学习理念、教育娱乐化导向、应试教育理念、教育焦虑情绪是教育广告最主要的宣传点。透过教育广告可以看出在线教育行业的乱象。为促进在线教育行业健康发展,要制定教育广告专项法规,规范教育广告内容;要确保教育“在线”,发挥在线教育机构的教育性;更需要教育机构“修炼内功”,在课程质量、师资力量上下真功夫。

Using content analysis method,74 short video educational advertisements published by 5 online education institutions on TikTok and Kuaishou platforms are taken as the research object,and the educational advertisements are analyzed from two aspects of external characteristics and internal characteristics.The external features include the subjects involved in educational advertising,learning sections,presentation methods,characters'clothing and video length,while the internal features are investigated from two aspects of advertising appeal and the value concept contained.It is found that the idea of quick learning,educational entertainment tendency,the idea of exam-oriented education and the anxiety of education are the main propaganda points of education advertisement.Educational advertising reveals the chaos in the online education industry.Based on this,in order to promote the healthy development of online education industry,special laws and regulations on educational advertising should be formulated to regulate the content of educational advertising;To ensure that education"online",and online education institutions play an educational role;What's more,educational institutions should"practice internal skills"and make great efforts in the quality of courses and the strength of teachers.