The Impact Of TV Advertising Language On Adolescents' Social Cognition

In today’s society,information is constantly exchanging and integrating.The public demand for information increases media channels,which led the development of the advertising industry.With the rapid development of China’s socio-economic and social culture,advertising,a carrier of economic and cultural propaganda,is enjoying prosperity.In a certain extent,the form and content of advertising reflect the reality of the real existence of society,and audience orientation.Advertising attached to various forms of communication carrier as well as linked people’s life closely.As an important way of gathering daily information for audience,advertising creates a mimicry environment that also quietly guide the social ideology and ideology.Although the advertising media is in a variety of forms,advertising for the dissemination of information has always been based on the spread of language.The TV advertising is the way that can deliver information based on television.TV art combines sound and picture together,making the information both on human vision and on hearing,and is more intense on sensory stimulation than that on newspapers,magazines,radio,etc.With higher ornamental value,the combination of audio and video makes the advertising information more attractive compared to other media.Television advertising is more authoritative in the dissemination of information.TV audience is not subject to restrictions on age,cultural level and excessive operating skills.The transmission advantage of television media is more remarkable than the other media,which provides better communication platform and communication effect for the transmission of advertising.Adolescents are the decisive force of future social development,and the social cognition of adolescent groups affects the development of social ideology heavily.However,the youth groups in our country are limited by the objective environment,and their cognition of the society is not from by the individual’s social experience,but from by the guidance of the media.In addition,the constraints of the individual’s own physical development and weak reasoning thinking limit the rational thinking ability of the young.They cannot distinguish mass information and cannot correctly receive the media communication information.So,we hope to understand whether TV advertising has a guiding effect in the social cognitive activities of adolescents,the effect of adolescents on the extent to which teenagers’ awareness of self,others and social relations and whether TV advertising can help adolescents shape the correctsocial awareness,or has indirect impact on social behavior for adolescents.Because the language of television advertising in shows certain regional characteristics and the youth groups are not entirely concentrated in a particular range,we will focus on the study of the Hefei area school youth groups.To get representative conclusion,we introspect the existing problems in the television advertising language,and discuss the social responsibility the social media,a carrier of media information,should bear.In this paper,I analyze the statistical result of the questionnaire,combining with the three levels of individual social awareness,analyzing of television advertising language in the individual to carry out these three levels of social cognitive activities of the impact,and finally,thinking about the status quo of the spread of TV advertising language.The full text is divided into six parts: Introduction,which mainly sorting out the status of advertising language research and social cognitive theory of the status quo,clears the research ideas,research methods and innovation.In the first chapter,the author defines the related concepts in combination with the previous research results,and analyzes the current situation of the current TV advertising language in the youth groups.The second chapter to the fourth chapter exhibits the results of the survey,based on a continuous process of development of individual knowledge,and show a stage of the characteristics,dividing the youth in to two stages according to the age,using developed the perspective to inspect television advertising language in adolescents self-awareness,social relations cognition and social role cognition three aspects of the impact of individual issues and analyzing two age stages of comparative analysis deeply.At last,conclusion part summarizes this article,from the media responsibility,introspecting the current television advertising language that adverse to young people’s social cognitive activities of the discordant factors and making recommendations.