Objective:To explore the propaganda methods and propagation path of advertising media cosmetology publicity in accordance with public demand and ethical principles,through understanding college students' acceptance level for advertising media cosmetology publicity and its influence on their choice forcosmetic ways.Methods:With the method of stratified cluster sampling,an anonymous questionnaire survey was conducted among 210 college students in a university in Shaanxi province.Results:The Internet has become the main way for college students to acquire cosmetology knowledge.A total of 44.7 ％ of the students thought most of the media cosmetology publicity was unbelievable,46.5％ of the students thought that advertising media publicity mainly considered the interests of the beauty institution,72.9％ of the students would not consider the beauty institution the media recommended,62.4％ of the students would choose regular public hospitals,56.3％ of the students would give up the idea of cosmetology due to the news of cosmetic failure,42.2％ of the students could accept minimally invasive plastic surgery,and 68.5 ％ of the students expected to acquire the cosmetology knowledge through expert consultation.Concltusion:At current,the credibility of media cosmetology publicity is not optimistic enough.It should further strengthen the supervision for media cosmetology publicity.Cosmetology advertising media should construct the publicity mode based on ethics,law,governance,occupation,public welfare and social responsibility.%目的 通过了解在校大学生对广告媒体美容宣传的接受程度及对自身选择美容方式的影响,探讨符合大众需求与伦理原则的媒体美容宣传方式和传播途径.方法 采用分层整群抽样的方法,对陕西某高校210名在校大学生进行匿名式问卷调查.结果 网络成为在校大学生获取美容知识的主要途径.44.7％的学生认为媒体美容宣传大多数不可信;46.5％的学生认为广告媒体宣传时主要考虑美容机构的利益;72.9％的学生不会考虑媒体推荐的美容机构,62.4％的学生会选择正规公立医院就诊,56.3％的学生会因为美容失败事件新闻放弃美容的想法,而42.2％的学生可接受微创整形,68.5％的学生希望能通过专家咨询获取美容知识.结论 现阶段媒体美容宣传的公信力不容乐观,应进一步加强对媒体美容宣传的监管,美容广告媒体应构建基于伦理、法律、监管、职业、公益与社会责任的宣传模式.
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