發(fā)布時(shí)間：2018-05-24 01:44

  本文選題：成人共視 + 兒童��； 參考：《浙江師范大學(xué)》2013年碩士論文

【摘要】：目的本研究探討接受廣告課程培訓(xùn)的成人與兒童共視后對(duì)兒童的廣告素養(yǎng)和飲食行為的影響。 方法本研究共分為兩部分。第一部分是實(shí)驗(yàn)的前期準(zhǔn)備—小團(tuán)體課程培訓(xùn),課程培訓(xùn)的目標(biāo)是幫助成人掌握更多廣告知識(shí)技能和食物營(yíng)養(yǎng)方面的知識(shí),便于第二部分的實(shí)驗(yàn)中這些成人能夠有效地解說(shuō)廣告并與兒童討論電視食品廣告。研究中參與的成人是六名心理學(xué)研究生,進(jìn)行每天一次,每次兩小時(shí),為期四天的課程學(xué)習(xí)。整個(gè)課程結(jié)束后,為了確保課程的效果,參與者需要完成一份課程培訓(xùn)反饋單并接受研究者的訪(fǎng)談。第二部分是不等組準(zhǔn)實(shí)驗(yàn)設(shè)計(jì)。選取金華1所小學(xué)1-3年級(jí)127名兒童為被試。實(shí)驗(yàn)設(shè)有一組實(shí)驗(yàn)組和一組控制組,實(shí)驗(yàn)組是一名主試(即接受廣告課程學(xué)習(xí)的成人)陪同一名兒童看視頻,在觀看過(guò)程中與兒童進(jìn)行交流,控制組是兒童獨(dú)自看視頻,兩組兒童看視頻后完成一份兒童廣告素養(yǎng)問(wèn)卷和飲食行為問(wèn)卷。為了更全面的反映共視效果,研究者對(duì)部分實(shí)驗(yàn)組兒童進(jìn)行訪(fǎng)談。 結(jié)果1.成人共視后,實(shí)驗(yàn)組和控制組兒童在廣告素養(yǎng)總得分上具有非常顯著地差異,具體到各維度上,實(shí)驗(yàn)組在廣告知識(shí)得分和廣告分析能力得分上也明顯優(yōu)于控制組。性別對(duì)兒童的廣告素養(yǎng)得分沒(méi)有影響,而年級(jí)在兒童的廣告素養(yǎng)得分上有差異。實(shí)驗(yàn)組中,三年級(jí)兒童在廣告素養(yǎng)總分、廣告評(píng)價(jià)能力得分上明顯高于二年級(jí),二年級(jí)在廣告知識(shí)得分上高于一年級(jí)；控制組中,在廣告評(píng)價(jià)能力得分上,二年級(jí)明顯高于一年級(jí)。 2.成人共視后,實(shí)驗(yàn)組和控制組兒童在飲食行為及其兩個(gè)維度(學(xué)習(xí)營(yíng)養(yǎng)與健康、營(yíng)養(yǎng)食物選擇)得分上達(dá)到顯著差異。性別對(duì)兒童的飲食行為得分沒(méi)有影響,而年級(jí)在實(shí)驗(yàn)組兒童的飲食行為得分上有影響。實(shí)驗(yàn)組中,一年級(jí)兒童在飲食行為總分及各維度得分上明顯高于二年級(jí)和三年級(jí)。 3.從訪(fǎng)談資料中得知,實(shí)驗(yàn)組大多數(shù)兒童能夠從媒介元素、勸服技巧和產(chǎn)品等方面分析廣告內(nèi)容；在食品購(gòu)買(mǎi)和應(yīng)對(duì)食品廣告宣傳方面會(huì)關(guān)注食品的營(yíng)養(yǎng)和衛(wèi)生以及廣告的真實(shí)性；同時(shí)也反映學(xué)到了較多廣告和營(yíng)養(yǎng)方面的知識(shí)。 結(jié)論成人共視提高了兒童的廣告素養(yǎng),改善了兒童的飲食行為。
[Abstract]:Objective to investigate the effects of adults and children who received advertising training on their advertising literacy and eating behavior. Methods the study was divided into two parts. The first part is the preparation of the experiment-small group training, which aims to help adults acquire more advertising skills and knowledge about food and nutrition. In the second part of the experiment, the adults were able to effectively interpret advertisements and discuss TV food advertisements with children. The adults in the study were six graduate psychology students who took a four-day course once a day, two hours a time. At the end of the course, to ensure the effectiveness of the course, participants completed a course training feedback form and were interviewed by the researchers. The second part is the quasi-experimental design of unequal groups. 127 children in 1-3 grade in Jinhua primary school were selected as subjects. The experiment consisted of a group of experimental groups and a control group. The experimental group was a primary test (that is, an adult who received an advertisement course) to accompany a child to watch a video and communicate with the child during the viewing process. The control group was a child watching the video alone. Two groups of children after watching the video completed a questionnaire on children's advertising literacy and diet behavior questionnaire. In order to reflect the effect of common vision more comprehensively, the researcher interviewed some children in the experimental group. Result 1. There were significant differences in the total scores of advertising literacy between the experimental group and the control group after adult co-viewing. The experimental group was also superior to the control group in the score of advertising knowledge and the score of advertising analysis ability. Gender had no effect on the score of children's advertising literacy, but the grade had difference in the score of children's advertising literacy. In the experimental group, the score of advertising literacy in the third grade was significantly higher than that in the second grade, and the score of advertising knowledge in the second grade was higher than that in the first grade; in the control group, the score of advertising evaluation ability in the control group was higher than that in the second grade. Second grade is obviously higher than first grade. 2. There were significant differences in dietary behavior and their two dimensions (learning nutrition and health, nutritional food selection) between the experimental group and control group. Gender had no effect on children's dietary behavior scores, while grade had influence on children's dietary behavior scores. In the experimental group, the total score and dimension score of the first grade children were significantly higher than that of the second grade and the third grade. 3. According to the interview data, most of the children in the experimental group can analyze the advertising content from media elements, persuasion techniques and products. Attention will be paid to the nutrition and hygiene of food and the authenticity of advertisements in food purchase and response to food advertising, and it also reflects the knowledge of advertising and nutrition. Conclusion Adult synopia can improve children's advertising literacy and diet behavior.
【學(xué)位授予單位】：浙江師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：B848.4

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