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这是一个信息社会,广告作为其中的重要组成部分,对我们生活的影响越来越大。当前,我们在强调要提高公众媒介素养的同时,对于其中的广告素养也应予以特别关注。大学生是未来白领阶层的生力军,研究大学生的广告素养,对于了解今后社会主流群体的广告素养有较高价值。本文通过调查获得了第一手资料,分析了当前大学生的广告素养的现状,并提出了建设性的观点。
This is an information society where advertising, as an important part of it, has an increasing impact on our lives. At present, while emphasizing the need to improve the media literacy of the public, we should also pay special attention to the advertising literacy among them. College students are the new force of the future white-collar workers. Studying college students’ advertising quality is of great value in understanding the advertising quality of the mainstream social groups in the future. This paper obtains first-hand information through the investigation, analyzes the current situation of college students’ advertisement quality and puts forward the constructive point of view.