示范性高职院校招生宣传工作探析——基于“态度改变说服”模型的分析

Analysis on Enrollment advertising in National Model Higher Vocational Colleges——Based on the Model of “Attitude Changes Persuasion”

高校招生宣传从本质上说是一种说服性传播活动,说服性传播原理在招生宣传工作中具有重要的指导意义。以当前高职院校"招生难"为背景,以"态度改变说服"模型为理论基础,从说服者、说服信息、说服情境和说服对象四个方面反思了高职院校招生宣传工作的说服性策略,对当前高职院校招生工作的开展具有一定借鉴意义。高职院校在把握招生宣传策略的同时,更需要加强内涵建设,提升人才培养质量,在新时代的伟大变革中占据主动权。

The enrollment promotion of universities is essentially a persuasive communication activity,and persuasive communication theory plays an important role in it.Taking ＂difficulty of enrollment＂ as the background and ＂attitude changes persuasion＂ model as the theoretical basis,the article rethinks persuasion strategy in recruitment of vocational colleges in terms of persuaders,persuasive information,persuasive situations,and persuasion objects,which can have references for managing students recruitment. Higher vocational colleges need to strengthen the connotation construction and improve the quality of personnel training while grasping the strategies for enrollment promotion,so that they can take the initiative in the great changes of the new era.