摘 要：大学生生活在高校广告媒体这个独特的媒体“围墙”中，与高校广告媒体密切接触，是高校广告媒体进行广告宣传的目标对象。高校广告媒体是新闻媒体的重要组成部分，是高校学生与社会互动交流的纽带和桥梁，其内容往往带有该所大学特有的教育和文化特征，在大学生的价值观形成、信息的获取、视野的开阔中具有极其重要的作用。目前我国高校广告媒体还处于相对封闭且不完全开放的状态，其整体功能没有得到充分发挥，并且新兴广告媒体的介入对校园传统广告媒体提出新的挑战。因此，如何充分发挥校园传统广告媒体的优势成为当今高校的重要课题。本文首先结合文献和对该论题的理解，对高校传统广告媒体进行界定，介绍学院传统广告媒体的类型、特点及功能，解析学院传统广告媒的发展现状并分析其发展中存在的问题，并结合问题，提出建议。80488

毕业论文关 键 词：学院，广告媒体，传统广告媒体

Abstract: College students living in the university advertising media, the unique media wall, close contact with the University's advertising media, is the target of College advertising media advertising。 Advertising media in Colleges and universities is an important part of the news media, and it is the bridge of college students and social interaction, often with peculiar to the university education and cultural characteristics of the content, in the value of college students concept formation, information acquisition, open field of vision has an extremely important role。 The advertising media in Colleges and universities in our country is still in the relatively closed and fully open state, the overall function didn't get into full play, and the involvement of emerging advertising media on the campus of traditional advertising media, put forward new challenges。 Therefore, how to make full use of the advantages of the traditional advertising media in the campus has become an important subject in Colleges and universities。 First of all, this paper literature and understanding of the topic, the definition of the traditional advertising media, introduced in Huaiyin Normal College of traditional advertising media type, features and functions, analytic Huaiyin Teachers College of traditional advertising media development status and analysis the problems existing in the development, and combining the problems, suggestions are put forward。 

Keywords: Huaiyin normal university，Advertising media，Traditional advertising media

                   目   录

一、前言4

二、文献综述4

三、学院传统广告媒体的界定5

（一）高校传统广告媒体的概念5

（二）学院传统广告媒体的类型5

（三）学院传统广告媒体的功能7

四、学院传统广告媒体发展中的现状10

（一）学院媒体环境10

（二）学院受众群体特征10

（三）学院主要传统广告媒体13

五、学院传统广告媒体发展中存在的问题15

（一）管理缺位15

（二）业务断层15

（三）广告内容缺乏活力15

六、学院传统广告媒体发展的建议 15

（一）学校层面要加强管理和引导16

（二）完善政策支持、营造良好环境16

（三）充分利用现有校园媒体，开发其广告价值16

结 论17

参考文献 18

致谢 19

一、前言

我国高校校园广告媒体出现较早，随着高校的不断扩招和经济的快速发展及新技术的不断发展，高校广告媒体呈现多元化倾向，高校广告媒体的定位也发生了变化，兼具信息传播和舆论引导的功能。论文网