摘要:在社会主义新时期的农村地区，大众媒体的发展和普及得到了逐步的提高，电视媒体成为农村居民了解世界变化、获取各种信息的主要窗口；视听结合、含有丰富商品信息的电视广告在农村居民的社会生活中扮演着重要的角色，它正在潜移默化地改变着农村居民的消费观念、影响着农村居民的消费行为与消费习惯。

　　　本论文以云南省宣威市海岱镇坝塘村为例进行调查研究，并结合相关领域的研究文献和资料，采用问卷法、个别访谈法、小组座谈法、观察法，从影响消费观念中的消费习惯、消费方式、品牌消费观念等几个方面来收集关于电视商品广告与农村地区消费观念之间的有关数据，了解在真实生活中，农村居民对电视商品广告的真实观看情况和接受程度，从而分析电视商品广告对他们社会生活和消费观念的影响；从现象到本质，由里及面，从坝塘村的典型个案研究探讨电视商品广告对农村地区消费观念的影响，从而总结出影响农村居民消费观念转变的各种因素，为现代消费观念的传播与农村消费的推进提供一些有价值的参考意见。

关键词：电视商品广告；消费观念；农村地区；影响

ABSTRACT:In the new period of socialist rural areas, the development and the popularization of mass media has been gradually improved, the television media has become the main window of rural residents understand the world change, get all sorts of information; the audio-visual integration, rich product information television advertisement plays an important role in the social life of rural residents, it is influence character by environment change rural residents consumption idea, affect the rural residents' consumption behaviors and consumption habits.      In this paper, Yunnan province Xuanwei City Hai Dai Zhen Ba Tang Cun as an example to conduct research, and combined with the relevant literature and data, using the method of questionnaire, individual interview, group discussion method, observation method, from the concept of consumption in the consumption habits, consumption, brand consumption concept and so on several aspects to collect relevant data about the TV commodity advertising and rural consumption idea, know in real life, rural residents to the TV commodity advertising real watch and acceptance, so as to analyze the effects of TV advertisements on their social life and consumption; from phenomenon to essence, from the inside and the surface, research on Influence of the TV commodity advertising on the concept of consumption in rural areas from the typical case of Ba Tang Cun, which summed up the various factors affecting rural residents to change the consumption concept, to provide some valuable reference for promoting the communication and rural consumption of modern consumption concept.

Keywords: The TV commodity advertising；Consumption concept；Rural areas；    Influence