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通过调查分析 783名不同年级的中小学生对广告重要性、广告信任度和广告意图的认知水平 ,本研究发现 :中小学生对广告重要性的认知随着年级的增长基本呈现上升趋势 ,小学六年级为关键的转折期 ;小学生对广告的信任度在小学四年级显著提高 ,而到了初中则显著下降 ,并且男生对广告的信任度高于女生 ;中小学生对广告意图的认知基本随着年级的增长而提高。
Through the survey and analysis of 783 primary and secondary students of different grades on the importance of advertising, advertising trust and advertising intention of the cognitive level, the study found that: primary and secondary students awareness of advertising importance with the growth of grade basically showed an upward trend, primary Sixth grade as a key turning point; pupils’ confidence in advertising increased significantly in the fourth grade of primary school, but dropped significantly to the junior high school, and boys’ trust in advertisements was higher than that of girls; awareness of primary and secondary pupils’ Grade growth increases.