From Neglect to Action:Changes of Rural Residents'Advertising Cognition in the Context of Rural Revitalization
With the smooth implementation of the rural revitalization strategy,the advertising cognition of rural resi-dents has undergone a major change,which is reflected in three aspects:contact channels,functional cognition,views and attitudes.In terms of advertising contact channels,rural residents have shifted from the separation of ur-ban and rural areas to the integration of mobile information,and have acquired an all-round and multi-angle un-derstanding of advertising information;in the cognition of advertising function,rural residents have shifted from the natural cognition of self-promoting and boasting to the positive cognition of disseminating and helping farmers,and the trend of getting hands-on experience in runing advertising campaigns is becoming more and more obvious;in terms of advertising views and attitudes,rural residents have developed from the traditional commodity conscious-ness of agricultural management to the new commodity concept of multi-dimensional rural value activation,which shows the process of rural residents'advertising cognition changing from neglect to action.The change process of rural residents'advertising cognition reflects that rural society has begun to move towards the openness and integra-tion of advertising culture and lifestyle,that rural residents have begun to realize the assimilation and balance of ad-vertising knowledge and rural environment,that rural residents have begun to improve the synergy and mutual pro-motion of advertising literacy and income growth,and that live broadcast advertising has begun to realize the pro-duction and co-creation of commercial and social value.In the context of rural revitalization,the change of rural residents'advertising cognition is not only an important achievement of the rural revitalization strategy,but also provides a boost for the smooth implementation of the rural revitalization strategy,forming a benign interactive and interactive relationship with the rural revitalization strategy,which has far-reaching historical significance.
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