A Study On The Influence Of Painless Advertisement On Female College Students From The Perspective Of Communication

In recent years, abortion has often taken place in female college studentS,becoming an important issue which attracts public opinions and views.Some experts predict that there is a certain causual relationship between the increasing number of abortion in female college students and the wide communication of painless abortions advertinsing in public and media space.Based on the above assumptions,this paper chooses Nanjing Xianlin university town as object,and takes communication as thory perspective.Combining quantitative research and qualitive analysis method,we try to present and demonstrate the effects of painless abortions advertising on female college students in contact,cognition,attitude and behavior under the four spreading sequences of communication process model,analysis individual factors and social factors of the influence of advertising,and provide suggestions to reduce the negative impact of painless abortions advertising.This paper argues that the communication and demonstration of painless abortions advertising have different effect on femle college students.In the aspect of media environment,painless abortions advertising builds a stereo communicating sysem in the social space of female college students,covers all kinds of media within their daily contact,and form chord effect of media in the wholely. In the aspect of communication process,the full coverage in space and sustained spreading in time of advertising cause high-frequency contact and cumulative memory to female college students.Contacting advertising make students get access to discussion related to painless abortion,and induce their opinions about reality to a certain degree.The relaxed propaganda and exaggerated rendering of painless abortions advertising cause low fear perception and double desensitization of attitude to students. The communication of painless abortion advertising has a triggered effect on students,and play a guiding role in their medical decisions.Besides,individual factors of female college students has certain limitations and constraints to the effect of painless abortions advertising. Hometown,grade,parents’culture degree,professional and other individual factors make painless abortions advertising has a different influence on different female college students.Therefore,this paper come up with some measures and suggestions in supervision and education according to the research.