Research On The Influence Of Online Advertising On College Students' Values

At present,with the rapid development of the Internet,network advertising has become an important carrier to carry and spread culture.At the party's Forum on news and public opinion work,Xi pointed out that all aspects of news and public opinion should be guided correctly,with special emphasis on new media and advertising.Therefore,it is of great necessity and importance to strengthen the guidance of Internet advertising to college students' values,which can not only improve their media literacy,but also enhance their subject consciousness in the process of media communication,at the same time,it is beneficial to strengthen the ideological and political education in colleges and universities,and it is of great significance to carry forward the socialist core values.This article takes the network advertisement as the research angle of view,uses the Literature Analysis Method,the questionnaire survey method and the case analysis method synthetically,has analyzed and studied its influence to the university student values.The paper takes two universities in Yunnan as the investigation object,obtains the network advertisement to the university student political value view,the amativeness value view,the consumption value view and the occupation value view influence present situation.Through the analysis of the survey results,the author found that college students' overall recognition of online advertising is positive,but the network advertisement has negative influence on some college students' political belief,love and marriage value orientation,consumption value orientation and occupation value orientation,which will be disadvantageous to the formation of college students' correct value orientation.This study combines the ideological characteristics and reality of contemporary college students,and explores the impact of internet advertising on college students' values,with the aim of giving full play to the role of Internet advertising in promoting mainstream values,and at the same time broadening the research horizon,it provides some reference value for the related research in the future.