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随着中国经济的快速发展,农村市场越来越成为各路商家角逐的对象,广告传播自然也不会放过这一机会。然而,中国地域广阔,东西农村、南北农村之间的差异非常明显,各地农民的消费特点不尽相同,对媒介的接触范围和偏好也有差异。本文以甘肃农村受众对各种媒介广告的态度调查数据为依据,结合苏南农村受众的广告态度调查数据,就我国农村受众对各种媒介广告的看法、评价、使用及广告对农民观念意识的影响等进行对比分析,寻找东西部农民在广告消费上的异同点,为媒介、广告主和广告公司进行农村广告传播提供有益的建议。
With the rapid development of China’s economy, the rural market has increasingly become the object of competition for all kinds of businesses. Advertisement advertising will naturally not miss this opportunity. However, China has a vast territory. The differences between eastern and western rural areas and between rural areas in North and South China are obvious. The peasants’ consumption characteristics vary from place to place and there are differences in the extent of their exposure to media. Based on the survey data of attitudes towards various media advertisements by rural audiences in Gansu Province and the survey data of advertising attitudes of rural audiences in southern Jiangsu Province, this paper analyzes the opinions, evaluations, uses and advertisements of rural residents on various media advertisements. Influence and other comparative analysis to find the similarities and differences between the farmers in the eastern and western aspects of advertising spending for the media, advertisers and advertising companies to provide rural advertising dissemination to provide useful suggestions.