A Study On The Communication Effect Of Video Advertisements For Conscription In China In The New Era

"The great matter of the state is the ritual and the military "."The great matter of the state is the sacrifice and the military".A strong national defence is not only an important guarantee for national security,but also a strong backing for the survival and development of the Chinese nation and for the peace and stability of national life,and the army is an important part of the consolidation of national defence forces.Since entering the new era,General Secretary Xi Jinping has further put forward the national strategy of "Dream of a Strong Army",and conscription is the basic project to achieve the goal of a strong army in the new era.As an important form of military conscription,the effectiveness of conscription advertisements not only directly affects the effectiveness of conscription,but also has important significance for the construction of our national defence and military.This paper takes the most communicative conscription video advertisement in the new era as the research object.After analyzing the current situation of conscription video advertisement in the new era,it constructs a theoretical model of audience exposure,cognition,attitude and behavioural effects based on the theory of communication effects and KAP model,and uses it to design a questionnaire on the communication effects of conscription video advertisement in China in the new era in order to measure its communication effects.The survey found that the communication effects of China’s conscription video advertisements in the new era show the general characteristics of poor audience contact effects,poor cognitive effects,good attitudinal effects,but average behavioural effects.In terms of exposure effect,the extent of viewing is not fully covered,the frequency of viewing is low and the length of viewing is short,and the main audience of the advertising channel is not the age-appropriate enlistment group;in terms of cognitive effect,the cognition of audio-visual expression and concept essence is good,the cognition of communication content and deep understanding is poor;in terms of attitude effect,the attitude of trust and recognition is good,the attitude of liking and emotional tendency is poor;in terms of behavioural effect,the influence on the behaviour of recommending others to change is good,the influence on the behaviour of changing oneself is poor,the interactive comment and information search behaviour is good,and the secondary communication behaviour is poor.In addition,in the three-dimensional relationship between cognitive,attitudinal and behavioural effects of China’s conscription video advertisements,the partial mediating effect of the attitudinal effect holds true,i.e.the cognitive effect is the basis,the behavioural effect is the purpose,and the attitudinal effect acts as a mediating bridge to provide momentum in it.Based on the findings of the survey,this paper finds that in the new era of China’s conscription video advertising,there are problems such as poor exposure due to inappropriate channels of delivery,a shift in the focus of the cognitive effect due to the ambiguous positioning of the advertisements,a lack of diversified expressions resulting in a lack of attitude effect,and a need to improve the behavioural effect due to the low appeal to the audience.In this regard,it is necessary to optimize the communication methods,focus on the theme of military recruitment,innovate the forms of expression and improve the ways of attraction,so as to continuously improve the communication effects of China’s military recruitment video advertisements at the levels of contact,cognition,attitude and behavior,so as to attract more young people of military age to join the army and make contributions to the construction of national defense and the maintenance of national security.