关键词: 青少年, 广告, 态度

Abstract: This article studies Chinese adolescents’ attitude toward advertising and influencing factors. By surveying 730 students from 11 middle schools in Beijing, the results show that Chinese adolescents hold negative attitude toward advertising in general. Using factor analysis, we found four factors, which represent the attitude toward advertising. They are “information for decision”, “enjoyment”, “purchase experience” and “insult to individual”. The results show that most adolescents hold positive attitude to “information for decision”, but negative attitudes to “enjoyment”, “purchase experience” and “insult to individual”. Beside, demographic variables have multiple relationships with attitude toward advertising, such as males are more negative toward advertising than females. Males are more positive to “purchase experience”, but more negative to “enjoyment” than females. So, if marketers want to change adolescents’ attitude toward advertising, they have to concentrate on improving their products quality, advertisements performance and so on.

Key words: adolescent, attitude, advertising