本土化语境下大学生广告素养的概念框架及影响因素研究

Analyzing College Students'Advertising Literacy and Its Influencing Factors in China as the Context of Localization

在本土传播学研究日益强调引入"具身性"观念以理解"传播-身体"关系的呼吁下,具身认知如何从哲学思考走向实证研究?作为一种认知后果,媒介素养中的广告素养为经验性地检验身体如何介入传播过程提供了契机.研究聚焦于我国大学生的广告素养,通过问卷调查考察了我国大学生的广告素养及其不同构面,并探索了可能影响其广告素养的潜在因素及这些因素如何分别作用于观念性广告素养和态度性广告素养.研究发现,性别、产品渴望和抵抗对大学生的观念性广告素养和态度性广告素养存在影响,且BMI、自尊和大学生对食品及健身产品广告的批判态度也与其广告素养有关.研究据此提出了可能的干预措施.

As localized communication studies increasingly emphasize the concept of“embodiment”in understanding the relationship between communication and body,how does embodied cognition move beyond philosophical thinking to empirical research?As a cognitive consequence,advertising literacy provides an opportunity to empirically test how the body gets involved in communication process.This study examines the advertising literacy among college students in China,exploring possible factors that may contribute to their conceptual advertising literacy and attitudinal advertising literacy.Based on an online survey(N=515),potential effects of product desire,and resistance on the conceptual and attitudinal dimensions of advertising literacy have been revealed.It is also found that BMI,self-esteem,and student's critical attitude toward advertised food and fitness products were related to their advertising literacy.Implications for academic research and public policy are also discussed.