摘要：近年来，随着儿童接触儿童电视广告频率的不断增加，关于儿童的消费心理是否受到影响的问题越来越引起人们的关注。无论是从积极健康的角度考虑，还是从消极危害的角度探讨，儿童电视广告对于儿童消费心理都有着不同程度的影响。面对商业气息浓重的广告氛围，每个人都应承担起维护儿童身心健康发展的责任。本文在研究儿童电视广告概述及儿童消费心理界定的基础上，以金鹰卡通电视广告为例，通过抽样调查的方法，分析儿童消费心理受影响的状况及原因，从客观公正的角度探讨对儿童电视广告未来发展的正确引导。57784

毕业论文关键词：儿童电视广告，儿童消费心理，金鹰卡通，影响

Abstract: In recent years, along with the increased frequency of children's exposure to children's television advertising, the question of whether the children's consumer psychology affected has been concerned for a growing cause. It is whether to consider from the perspective of healthy and active or explore from the harmful negative angle, children's television advertising has a different degree of influence on children's consumer psychology, Commercial strong advertising climate，everyone should take responsibility for the children's physical and mental health. On the basis of studying overview of children's television advertising and children's consumer psychology defined, taking Golden Eagle Cartoon TV ads as an example, through the sampling method, this article analyzes the situation and the causes of children's consumer psychology affected. From an objective and impartial perspective, we explore proper guidance on the future development of children's television advertising.

Keywords: Children's television advertising, children's consumer psychology, Golden Eagle Animated Cartoon Channel, affect

目  录

一、前言4

二、儿童消费心理的界定及表现4

 （一）儿童消费心理的内涵及其特征 4

 （二）儿童消费心理的表现 5

三、儿童电视广告概述6

 （一）儿童广告的内涵 6

 （二）儿童电视广告的概念及其特征 6 

四、儿童对金鹰卡通电视广告的接触情况调查分析8

 （一）调查的目的和方法 8

 （二）调查数据分析 8

 （三）调查结论14

五、儿童电视广告对儿童消费心理的影响及其产生原因 14

 （一）积极影响14

 （二）消极影响15

 （三）产生影响的原因16

六、如何正视儿童电视广告对儿童消费心理的影响 17

 （一）营造有利于儿童成长的广告氛围17

 （二）重视家长对儿童消费心理的正确引导17

 （三）推动政府及社会对儿童消费心理的广泛关注18

结论 19

参考文献 20

致谢 21

附录 22

一、前言

随着社会的发展，广告成为了当今时代的传播主流。广告随处可见，人们把它与生活中不可分割的氧气、氮气并为一类。[1]在儿童群体中，儿童电视广告以其独特的优势独占鳌头。

    近几年来大量的儿童电视广告不断涌现，无论是引人入胜的广告内容，还是丰富多彩的广告形式，对儿童的身体、心理发展等方面都产生了不可估量的影响。大多数儿童电视广告能够担负起自身的责任，为儿童营造出积极健康的广告环境。当然也不排除那些为了更好推销产品，扩大市场占有率，不惜违背市场规则，传播大量不利于儿童消费心理发展的儿童电视广告。因此，如何正确地引导儿童电视广告未来的发展就显得非常重要了。