An Experimental Study On The Influence Of Mass Media Form And Appeal On College Students Of Chinese Traditional Costume

Based on college students' cognitive characteristics, We adopted the college students scale of Chinese traditional costume culture Identity compiled by Lin Yin(2015).D rawing on the relevant research in the fields of advertising and communication science, The paper tries to apply the concept of media to the research of cultural identity for the first time, By controlling the content appeal and forms of media to explore the relationship between the forms and appeal of mass media and the cultural identity of Chinese traditional costume of college students. And then put forward the research hypotheses and construct the corresponding theoretical models, The experimental results of 2 * 2 experiments show that:(1)In the three dimensions of the college students scale of Chinese traditional costume culture Identity, College students have the highest score on“cognition and proud factor”,followed by“personality and emotion factor”,and the lowest score on “behavior and intention factor”,The female college students scoresd higher than male college students.(2)Under the condition that the form of the media is unchanged, the influence of the content appeal of the media on the college students of Chinese traditional costume culture identity is controlled by the media form. When the media form is fixed as the picture, the media content appeal has no significant influence on the Chinese traditional dress cultural identity, When the media form is fixed as pictures and words, the media content appeal has significant influence on the college students of Chinese traditional costume culture identity.And the rational appeal is obviously higher than the emotional appeal. The media content appeal has significant influence on the personality and emotional dimension and the behavior and intention dimension of the college students of Chinese traditional costume culture identity.Rational picture and words on these two factors score higher than the emotional picture andwords.(3)Under the condition that the content appeal of the media is unchanged, the different forms of the media have significant influence on the Chinese traditional dress cultural identity of the college students. Pictures and words form is significantly better than the picture form on the recognition degree. scores on these two factors are higher than the emotional picture. The emotional picture and words scores on these two factors are higher than the emotional picture.Through this study can be considered in the spread effect of the college students of Chinese traditional costume culture identity : Rational picture and words> emotional picture and words> rational picture> emotional picture. On the college students of Chinese traditional costume culture identity: cognition and proud > personality and emotion > behavior and intention.