网络视频贴片广告效果影响因素探索

周文娟， 黎 斌

（1.广东工业大学艺术设计学院，广东 广州， 510090；2.暨南大学新闻与传播学院，广东 广州， 510632）



网络视频贴片广告效果影响因素探索

周文娟1， 黎 斌2

（1.广东工业大学艺术设计学院，广东 广州， 510090；2.暨南大学新闻与传播学院，广东 广州， 510632）

网络视频贴片广告是伴随在网络视频播放前中后出现的广告。从消费者认知过程出发，通过对30位用户进行深度访谈，得知品牌认知度、广告位置、广告内容、编排方式与广告态度、品牌态度关系密切，对网络视频贴片广告效果具有影响。应合理控制投放时长、展示频次，内容制作应结合网络媒体特性，多屏联动创造协同效应。

网络视频贴片广告；广告态度；广告效果

作为互联网应用的热点，基于视频内容的网络视频广告不单成为广告主热捧的广告传播形式，也成为业界和学界关注的热点。有学者在相关论文中指出网络视频广告比包括传统电视广告的其他媒体广告更加有效。[1]由于互联网的多样性和灵活性，让网络视频广告有了更加丰富的表现形式。张莹总结了国内外网络视频广告的类型，基本为前置式广告、视频贴片广告、视频浮层广告、播放器背景广告、UGA视频植入式广告。[2]网络视频贴片广告属于网络视频广告，是伴随在网络视频播放前中后出现的广告，包括前贴片广告、内贴片广告、视频暂停弹出广告、后贴片广告。

网络视频贴片广告的广告效果测定和评估发展模式处于萌芽期：一是网络视频贴片广告还未有统一的第三方检测，二是广告效果评估多采用传统电视按展示付费的方式（CPM）。从技术操作性层面上，大数据的分析平台让网络视频贴片广告投放精准度有了大幅提升。但是有哪些因素会影响消费者广告态度，而广告态度又是以怎样的方式作用于广告效果？大数据平台是无法展现这些因果关系的。这些因果关系需要从消费者认知的角度入手进行探寻。

一、文献综述

（一）广告效果的理论背景

基于效果层次的模型框架，广告认知会影响广告态度[3-4]，广告态度会影响到品牌态度[5-8],品牌态度与广告效果相关[9]。相关研究指出，不管是低卷入度还是高卷入度的产品，品牌态度比购买意愿更加适合测量广告效果[10]。同时，品牌态度也是最先能引发消费者行为改变的因素[11]。广告态度比品牌态度更早对消费者行为产生影响，消费者喜欢的广告能唤起注意；其厌恶的广告就算不停地在消费者面前展示，也只会引起消费者回避或者厌烦的情绪。[12]

广告态度作为调节变量能影响品牌认知和品牌态度，MacKenzie等依此提出了广告态度的双中介影响模型（见图1）。[13]后续的研究也提出广告态度能影响品牌认知和品牌态度，品牌认知也能对品牌态度产生影响。[14]

Cad—广告认知 Aad—广告态度 Cb—品牌认知 Ab—品牌态度 PI—购买意愿

图1 广告态度的双重中介模型（MacKenzie & Lutz 1986）

广告态度的双重中介模型证明了广告认知、广告态度、品牌认知、品牌态度与广告效果之间的关系，但是并没有进一步阐述在具体的广告投放环境中，有哪些因素影响了广告认知、广告态度、品牌认知和品牌态度，并构成了怎样的结构关系。广告态度作为中介变量，通过哪些因素调节和影响其他变量也是有待探求的。

（二）广告效果的影响因素

1.网络视频贴片广告位置

张莉通过问卷，调查了大学生网络视频使用行为及其对网络视频广告的态度，发现前贴片广告注意力最高，播放中的弹出广告注意率也较高。[15]阳狮锐奇集团“2012泳道项目”发现，视频广告前贴片与中插广告视觉情绪分数相差甚微，差异不显著。[16]网络视频贴片广告的时长主要为5秒、10秒、15秒和30秒，并与视频时长有很强的关联性。如果短视频碰上长时间的广告，会引起受众的不满情绪。[17]

2.网络视频广告内容

也有学者从网络视频广告的视频形象、视频内容及情境因素三个方面进行研究。发现唤醒度、愉悦度与网络视频广告的外观吸引力、播放质量和信息相关度有显著的正向影响。情感体验与品牌认知对消费者的愉悦度产生正向影响。[18]这项研究界定的网络视频广告范围较广，忽略了网络视频广告插入的整体环境是在网络视频的间隙或播放时间段，在评估网络视频贴片广告时具有局限性。

3.网络视频贴片广告频次

广告频次增加能增强品牌认知[19]，并随着时间的累积其广告效果逐渐下降[20]。网络视频贴片广告中的视频暂停弹出广告，虽然广告暴露时间短，但是其重复的广告频次能确保广告的认知效果。[21]

综上所述，网络视频贴片广告效果影响因素的研究多散布在不同文献中，不同因素转换为影响网络视频贴片广告效果的前因变量也不明晰。如果仅立足于验证已有的影响因素，难以整合具体模型与因素间的关系。本文以效果层次模型作为框架，应用质性研究方法，为梳理网络视频贴片广告效果，影响因素的前因变量做探索性研究。

二、研究方法与研究设计

研究选取了广东高校的30名本科生作为访谈对象。中国互联网络信息中心发布的《2013年中国网民网络视频应用研究报告》显示，与整体网民相比，网络视频用户中，年龄结构偏年轻化，其中大学本科以上学历者高出整体网民 2.6 个百分点。使用大学生作为访谈对象，在样本上具有一定的代表意义。同时，质性研究注重研究对象提供的相关材料的丰富性，而不是强调样本量数量的大小。Holstein建议，线性主题的深度访谈样本数在28～40为宜，能保证研究的集中度和有效性。[22]

2014年5—6月，研究人员对30名本科生（男女各占一半）进行了半开放式访谈，访谈时间在1个小时左右。访谈前确保被访者有经常观看网络视频的习惯。同时，为防止受访者对于网络视频贴片广告认识模糊的问题，在访谈前介绍网络视频贴片广告的概念及分类。解释访谈采用半结构式问卷进行，将问题按照效果层次模型中的认知（包含广告认知、品牌认知），情感（包含广告态度、品牌态度），行动（购买意向）顺序组合，以便于发掘广告效果前因变量间的关系。

访谈的主要内容包括：（1）不提示品牌及其广告的情况下，请受访者回忆印象较深的网络视频贴片广告有哪些；（2）品牌名称是什么，观看广告前是否已经熟知该品牌了；（3）举其中一例，详细介绍贴片广告在视频中的位置；（4）详细描述广告的内容；（5）观看完广告后，情绪如何，对广告的态度如何，对品牌的态度如何。

在深度访谈后，另外抽取了20名本科生分成4个小组，分别展开焦点小组访谈。访谈结果用来验证半开放式访谈结果与现实的符合度。

三、研究发现

（一）成熟品牌回忆度高，新品牌回忆度低

在不提示品牌及其广告的情况下，10名受访者能回忆起4个成熟品牌，占受访者比例的33%；5名受访者能回忆起3个成熟品牌，占受访者比例的17%；6名受访者能回忆起2个成熟品牌，占受访者比例的20%。新品牌大致只记得广告内容，但品牌名称无法记住。

成熟品牌能在消费者头脑中产生大量的信息联想点，能让消费者启动对广告信息的自动化加工程序。品牌熟悉度对品牌态度、消费者购买意愿都存在正面影响。[23]陈宁在相关研究中也指出，新品牌在刚进入市场时应多在消费者面前展示，广告的“纯粹接触效应”能给消费者留下熟悉感，增加品牌被选择的概率。[24]

（二）网络视频贴片广告与其他屏幕多屏联动能保证记忆度

每个受访者都举了一例印象最深的网络视频贴片广告，共计30则广告。18位受访者表示，广告内容在PC以外的终端看过，占30则广告的60%。PC以外的收视终端主要为电视、平板电脑、手机、地铁。

多屏联动覆盖消费者的生活动态线，能增加广告暴露频次，同时缓解密集在某一终端投放广告带给消费者的厌烦感。仅在PC终端看过广告并记住广告的受访者，对于密集出现在长视频中的贴片广告，表示很厌烦。在其他终端也看到广告的受访者，回忆起当时的感觉是“平静”“熟悉”，情绪更加和缓一些。受访者能以更平和的心情来进行广告信息的自动化加工程序，其对广告的好感度也更高一些。

（三）前贴片广告在广告认知度上优于其他位置的广告

被受访者提及的30则广告中，28则广告为前贴片广告，2则为内贴片广告，暂停广告有1则，后贴片广告为0。

前贴片广告在品牌认知度上优于其他位置广告，同时其60秒的长度也导致了受访者的反感情绪。受访者对于过长前贴片广告时间的，会采取浏览其他页面或离开等逃避方式。被受访者举例的视频暂停广告有1则，是因为这则暂停广告内容与视频前贴片广告一致。对于视频暂停弹出广告，受访者表示一般没有在意。两则被记住的内贴片广告则明显触发了受访者的厌恶情绪。关于后贴片广告，30位受访者没有一人看过。受访者基本表示等视频结束就直接关掉播放器。

（四）广告内容和编排方式直接影响广告态度

30则广告中女性受访者多会因为代言人而记住广告，受访者对代言人的好感也会转移到其代言的品牌上。[25]广告背景音乐和广告画面质量直接影响广告态度。前贴片广告的前5秒呈现的整体内容好坏，决定着后面的广告是否会沦为无效展示。前贴片广告的编排方式也会影响广告态度。

（五）强迫认知的广告对新品牌的品牌态度影响较大

对于已有品牌认知的成熟品牌，消费者的品牌态度受广告态度的影响较小。而新品牌的广告态度则会对品牌态度产生直接影响。[26]访谈资料也印证了这一点。有受访者表示，熟知品牌广告投放过于密集会对广告有厌恶和逃避的感觉，但是对品牌态度影响不大。而新品牌如果广告内容粗糙，或者播放过于频繁，受访者对广告的厌恶态度则会转移到品牌上面。

综合上述研究，结合广告态度的双重中介模型，得到了网络视频贴片广告因素模型图（见图2）。

Cad—广告认知 Aad—广告态度 Cb—品牌认知 Ab—品牌态度 PI—购买意愿

图2 网络视频贴片广告影响因素模型图

四、研究启示

（一）网络视频贴片广告投放时长、展示频次需要合理控制

视频网站行业主要的盈利来源是广告，增加广告时间段能给网站直接带来收益。但是，广告时间段过长，也会对广告主产生不利影响，导致广告沦为无效展示。调查显示，仅有约合10%的用户能忍受10秒以上的广告，50%左右的用户能接受的广告长度为5秒。[27]

在展示频次方面，目前视频网站基本采取定向而非定量的贴片投放方法进行投放，只要用户区域不变，看到类似内容的概率很高。在研究中发现，受访者同一广告观看3次后，就会有厌烦情绪。新品牌的高频次展示带来的负面广告态度更容易转移到品牌态度上。

广告主投放广告可将前贴片广告和暂停广告结合，在视频的不同位置巩固消费者的广告认知。简短的强制性的前贴片广告能让消费者留下印象，暂停广告打扰度较低，能再次加强品牌的展示。两者结合才能达到良好的广告效果[21]。

（二）广告内容制作应结合网络媒体特性

广告内容应与视频播放的内容相关。拥有海量视频信息的视频网站，能通过不同内容的视频将用户进行大致分类，在不同类别的视频内容里投放相关的广告。当广告内容与视频内容相关度高时，消费者对于广告的卷入度相应会提高，对广告的认知度也会更好。

此外，在视频网站上投放广告时，广告主一般直接将电视媒体上发布的TVC拿来使用。他们仅仅将网络作为一个投放平台，忽略了网络媒体特性。Web2.0时代， UGC（用户生成内容）广泛流行，个性化分享成为网络媒体的重要特征。广告公司需要制作和投放值得分享的广告，让消费者在观看到广告时愿意与广告互动，并能便利地通过社交工具分享给好友。好友间的分享能使广告在网络上完成二次传播。

（三）大视频时代，广告投放需要多屏联动创造协同效应

大视频时代，消费者跨屏使用行为伴随着其一天的生活作息，加上4G时代的来临，视频已经覆盖在消费者生活的每一个时间段。将消费者所接触的屏幕结合起来，多屏联动能创造协同效应。广告中的协同效应是广告战役中各个媒体相互影响、相互合作的关系，当各个媒体共同作用产生的效果大于单个媒体的各自运作的效果之和时，即形成了协同效应。[28]

多屏联动不但扩展了消费者的接受空间，还延伸了广告传播时间，这比仅在同一媒体提升展示频次更有效果。[29]仅在网络终端提升广告展示频次会引起用户逃避、甚至厌烦的心理，而控制播放频次又可能未完成有效达到。这时，多屏联动能更好地覆盖尚未达到的目标人群，同时唤起在网络终端看过广告的消费者的回忆。对于上市推广期的新品牌，能在消费者心中形成良好的品牌态度。

五、结 语

本研究通过质性研究，将网络视频贴片广告的影响因素整合出一个定性的理论模型。通过理论模型描述了消费者对网络视频贴片广告认知过程中，各个组成部分和变量因素之间的关系，为后期实证研究打下了基础。

本研究作为一项探索性研究，存在一定的局限性。首先受访样本基本来源于高校学生群体，结论难免受到一定的影响，后续研究在样本的选择上可以扩展到不同群体中。其次，未来研究需要通过量化研究检验不同因素之间的关系强度。最后，理论运用具有一定的适用性。研究是基于效果层次的理论框架，它类似于AIDA模型，强调的是消费者对信息反应的认知过程，将其涵盖在认知、情感和行为三个阶段组成的一个依次运动的过程。对于基于消费者主动搜索/分享的搜索类网络广告或病毒类的网络广告，则适用性不强。

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[13]MACKENZIE SB, LUTZ RJ, BELCH GE. The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations[J]. Journal of marketing research，1986, 23（2）:130—143.

[14]黄劲松, 王高, 赵平. 品牌延伸条件下的广告说服——双中介影响模型的拓展[J]. 心理学报，2006，38（6）:924—933.

[15]张莉. 提升网络视频广告的传播效果——基于大学生网络视频使用行为的调查[J]. 广告大观:理论版, 2010（5）:52—54.

[16]钟书平, 丁俊杰, 陈传洽. 跨屏传播策略研究[M]. 北京: 中国传媒大学出版社,2013:243.

[17]聂艳梅, 程洁. 中国网络视频贴片广告的发展现状与发展趋势研究——基于腾讯、新浪、网易、搜狐、优酷网、土豆网、酷6网、我乐网等8大网站的调查分析[J]. 广告大观:理论版,2011（4）:88—96.

[18]万君, 秦宇, 赵宏霞. 网络视频广告对情感反应和产品购买意愿影响因素研究[J]. 消费经济,2014（2）:59—65.

[19]PETTY R E, CACIOPPO J T. Issue Involvement Can Increase or Decrease Persuasion by Enhancing Message-Relevant Cognitive Responses[J]. Journal of Personality and Social Psychology, 1979, 37（10）: 1915—1926.

[20]PECHMANN C, STEWART D W. Advertising repetition: A critical review of wearin and wearout[J]. Current issues and research in advertising, 1988, 11（1-2）: 285—329.

[21]NEAL L, BELLMAN S, TRELEAVEN-HASSARD S, et al. Unlocking the" reminder" potential when viewers pause programs: Results from a laboratory test of a new online medium[J]. Journal of Advertising Research，2013， 53（4）: 444—454.

[22]HOLSTEIN A J. Handbook of interview research:context & method[M]. London: Sage publications，2001:453.

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（文字编辑:贾俊兰 责任校对：邹红）

读 者 服 务

为了更好地服务读者，搭建社会工作对话与沟通的聚合平台，我们特推出读者调查活动。在此非常希望能得到您的配合，为我们提供宝贵的意见和建议。请划“√”选择、填写您的答案，并把电子版（拍照或扫描）发送至shhgzygl@163.com。所有参与调查的读者可参加本刊年度“读者之星”的抽奖活动，并有望获取幸运大奖。

1. 您对本刊哪些栏目感兴趣？□社会工作 □社会政策 □社会管理 □社会工作人才培养

□博士论坛 □专题调研 □经典案例 □编译参考

2. 您期望本刊增加什么栏目？

3. 您关注社会学、社会工作、公共政策、社会治理哪些方面的内容？

4. 您希望本刊增加社会工作哪些方面的信息？□学术会议 □名家介绍 □院校、专业介绍 □资格考试培训

读者个人信息（必填）

您所在的学校是否设立社会学、公共政策相关的研究所？

您所在的学校社会工作及社会管理专业开设的情况

本 科：□社会学 □社会工作 □公共管理

硕士点：□社会学 □社会工作 □公共管理

博士点：□社会学 □社会工作 □公共管理

您所在的学校社会工作专业的师生人数教师 □1～5 □6～10 □11人以上学生 □1～200 □201～500 □501～1 000 □1 000～2 000 □2 000人以上

“学院院长”“杰出人才”“高层次人才”招聘

广东工业大学坐落在美丽的南国花城广州，是一所具有50多年历史的以工为主、多科性协调发展的省属重点大学。借助于毗邻港澳的地理优势，在广东经济蓬勃发展的带动下，学校的办学水平、科研能力和核心竞争力得到了快速提升。

学校现有全日制在校生47 000余人；设有19个学院和4个公共课教学部（中心），75个本科专业。具有广东省重点建设的3个攀峰学科和12个优势、特色学科。有机械工程、管理科学与工程、材料科学与工程、控制科学与工程、化学工程与技术5个一级学科博士学位授权点，26个二级学科博士学位授权点；17个一级学科硕士学位授权点，74个二级学科硕士学位授权点（含MBA）；5个博士后科研流动站。

从2011年起,学校启动高层次人才引进的“百人计划”，根据学科发展方向、平台团队建设需求积极引进海内外高端专家和领军人才。在政府、学校、企业、市场相互驱动下，依靠广东经济强省、制造大省的优势，以广东的发展引导人才，以创新的机制吸引人才，以特殊的政策留住人才，以学校的诚意感动人才。坚持与工业界联合引进这一特色，将人才引向市场，使专家在实现学术价值的同时，创造市场价值。到目前为止，学校已引进“百人计划”特聘教授70余名和2名学院院长。“百人计划”特聘教授中已有11名入选国家“千人计划”，4名入选广东省“领军人才”，已组建并入选3个广东省“创新团队”。2013年学校在“百人计划”实施和初见成效的基础上，启动了引进海内外优秀青年人才的 “青年百人计划”，目前已有40多名青年人才到岗工作。

根据学校发展和学科建设的需要，现向社会公开招聘学院院长、杰出人才和高层次人才。热忱欢迎海内外优秀专家学者前来应聘。

一、 招聘岗位

1.学院院长招聘岗位

1）机电工程学院院长 2）自动化学院院长 3）轻工化工学院院长 4）材料与能源学院院长 5）管理学院院长

2.杰出人才专项招聘岗位

1）院士 2）国家杰出青年基金获得者、长江学者 3）国家千人计划专家、广东省引进领军人才、广东省引进创新团队带头人

4）国家优秀青年基金获得者、国家青年千人计划专家

3.高层次人才招聘岗位：

1）“百人计划”特聘教授 2）“青年百人计划”特聘副教授

二、 应聘条件及相关待遇

1.学院院长和“百人计划”特聘教授应聘条件及相关待遇

·应聘条件

一般应具有博士学位、教授资格，年龄一般在50周岁以下。院长应聘者还应熟悉高等教育规律，了解国内外高等教育情况，具有较强的组织协调能力、较好的管理经验和国际化的学术视野，能引领本学科发展的办学思路，实绩突出。对“千人计划”入选者、长江学者、国家杰出青年基金项目获得者等人才，以及曾在国内外知名大学、著名科研院所担任过领导职务者予以优先考虑。

·相关待遇

1）提供具有竞争力的年薪制协议工资，最高可达到100万元年薪（人民币税前，下同）。

2）学校提供一套约100平方米的周转住房。全职引进人员，到校工作后如需在广州买房，学校可提供购房津贴，最高可达到80万元。

3）根据预期工作目标和工作计划，学校安排适当的实验场地，并提供实验室建设与科研启动经费，最高可达到1 000万元。

4）其它条件可面议。

2.杰出人才专项应聘条件及相关待遇

我校全年引进院士等杰出人才专家。对于全职引进或培养的专家，学校专门配套以下待遇（国家和省提供的待遇除外）。

1）院士。学校提供薪酬130万左右，安家费和购房补贴面议；

2）国家杰出青年基金获得者、长江学者，学校提供薪酬80万～100万左右，安家费和购房补贴总和为80万～100万；

3）国家千人计划专家、广东省引进领军人才、广东省引进创新团队带头人。学校提供薪酬60万～80万左右，安家费和购房补贴总和为70万～100万；

4）国家优秀青年基金获得者、国家青年千人计划专家。学校提供薪酬为45万左右（优青）、40万左右（青千），安家费和购房补贴总和为70万；

学校给上述杰出人才专家所配置的科研启动经费视学科而定，最高可达到1 000万元。

3.“青年百人计划”特聘副教授应聘条件及相关待遇

·应聘条件：

年龄在35周岁以下，博士学位，具有海外著名大学或国内重点大学的学历背景；具有在海外知名研究机构、企业或国内国家重点学科平台从事前沿科学研究的经历，取得较好的阶段性成果；近五年以第一作者取得学术成果五项以上（包括在本学科顶尖杂志发表高水平学术论文、海内外发明专利、主持国家级科研项目、获得省级以上学术奖励等）。

·相关待遇：

聘用后享受副教授待遇，学校另外还提供每年10万元薪酬补贴以确保人才年薪达到20万以上；提供周转房、安家费和购房补贴，并配备相应的实验室条件建设与科研启动费和科研用房等。

三、应聘需提供的材料与联系方式

请应聘者将个人简历、应聘岗位工作思路和预期目标等有关材料发至我校。

邮箱：gdutyzzp@gdut.edu.cn 联系人：曾志英 董 毅 杨蕊银 联系电话：020-39322509 020-39322792 学校网站: www.gdut.edu.cn

附：招聘的主要学科领域

1.超精密机床设计、数控与误差补偿；超精密加工与检测；精密电子制造装备视驱控一体化；机器人设计与控制；智能制造车间集成与监控；纳米陶瓷和纳米陶瓷复合材料，陶瓷高温耐磨涂层，光电高性能陶瓷，在机械应力冲击和高温环境下的陶瓷材料性能研究，难加工材料的高速、高效加工理论及技术，材料加工理论及模拟仿真，绿色加工技术。

2.动力电池及太阳能电池材料等能源材料，有色金属材料，材料成形加工和模具技术，与软物质相关的材料、物理和化学问题研究；传热与传质工程，制冷空调新技术，能源材料及其工程应用，蓄能材料与技术，热力系统集成与优化，太阳能利用。

3.复杂系统理论与应用，非线性系统建模与控制，现代自动化装备与系统，智能系统与机器人控制；电力系统安全运行与控制，新能源发电与控制技术，电气设备控制与节能。

4.固体照明和信息显示技术相关的材料、光学设计、驱动电源及器件，激光光刻、光学系统设计、微弱光信号检测和处理，射频技术与工程；

5.服务计算，信息物理融合系统，软件设计理论与方法，芯片设计与嵌入式系统。

6.结构工程（包括建筑材料）、岩土工程、桥梁与道路工程、防灾减灾工程、市政工程、建筑节能、工程力学。

7.催化新材料研究及应用技术，新型功能材料的制备与应用，精细化学合成与应用，生物资源精细化利用技术。

8.环境化学，水污染控制，大气污染控制，环境污染、暴露与人体健康。

9.管理系统工程、生产运营管理、供应链与物流管理、工业工程、信息管理与信息系统。

10.工业设计与创意产品、建筑与环境艺术设计。

11.非线性分析与应用，偏微分方程，智能计算与应用，多目标最优化理论与应用，微分动力系统，控制理论与应用，数理统计。

12.电子科学与技术，电路与系统。

Guangdong University of Technology （GDUT）, Guangzhou, China,Invites Applications and Nominations for
“Deans of five different schools” & “Top Talents” chair professors &“High level Talents” professors

In order to realize the aim of leap-forward development, GDUT continue to implement the high-level talents recruitment programs, including Deans of five different schools, the “Top Talents” Chair Professors and the “High level Young Talents” Associate Professors.

I. Faculty Positions

1. The “School Deans” Program

The university plans to invite scholars, experts and entrepreneurs who are competent to build first-class schools to work as deans of the following schools.

（1） School of Electromechanical Engineering; （2） School of Automation; （3） School of Chemical Engineering and Light Industry; （4） School of Materials and Energy; （5） School of Management.

2. Top Talents Recruitment Plan

The university plans to invite top scholars, experts and entrepreneurs who are honored as following titles.

（1） Academician; （2） The National outstanding youth fund gainers, The Yangtze River Scholars; （3） The National Thousand Talents Plan experts, Guangdong Province leading talents, Guangdong Province Innovation team leader; （4）The National Excellent youth fund gainers, The National Thousand Young Talents Plan experts.

3. High-Level Talents Recruitment Plan

（1） The university’s “One-Hundred Talents” Chair Professors; （2） The university’s “One-Hundred Young Talents” Associate Professors.

II. Person Specification, Salary and Benefits （All the payments below are before tax, Unit:RMB）

1. Person Specification for the “School Deans” and the university’s “One-Hundred Talents” Chair Professors

The eligible candidates must have a doctoral degree（s） or have professor titles, and no older than 50 in general. The applicants for The “School Deans” Program shall have good capacity in organization and coordination competence to lead the school for further development. Applications from individuals as The National outstanding youth fund gainer or The Yangtze River Scholar or The National Thousand Talents Plan experts or the key leader from a well-known university or research institute are strongly encouraged.

Salary and benefits:

（1） We offer competitive compensation package and benefits for the qualified candidates. The annual compensation can be up to ￥1 000 000 RMB （USD 160 000）; （2） We also provide qualified candidates with housing subsidy （approximately 100 m2temporary apartment）, and for those who want to buy an apartment in Guangzhou, the university can offer a housing allowance up to ￥800 000 RMB（USD 130 000）; （3） The startup R&D funding can be up to ￥10 000 000 RMB（USD 1 600 000）. The laboratory space will be provided according to work objectives and plans; （4） Other benefits can be negotiated during the interview.

2. Top Talents

Person Specification, Salary and Benefits

Positions for Top Talents are available all the time. Apart from the benefits of national and provincial support, our University offers competitive support for the introduced Top Talents as follows:

（1） Academician: The annual salary can be up to￥ 1 300 000 RMB （USD 210 000）, and housing allowance can be negotiated during the interview; （2） The National outstanding youth fund gainers, The Yangtze River Scholars. The annual salary can be approximately from￥ 800 000 RMB（USD 130 000） to ￥1 000 000 RMB（USD 160 000）, housing allowance can be approximately from ￥800 000 RMB （USD 140 000）to ￥1 000 000 RMB（USD160 000）; （3） The National Thousand Talents Plan experts, Guangdong Province leading talents, Guangdong Province Innovation team leader: The annual salary can be approximately from￥600 000 RMB（USD 100 000） to ￥800 000 RMB（USD 130 000）, housing allowance can be approximately from ￥700 000 RMB（USD 110 000） to ￥1 000 000 RMB（USD 160 000）; （4） The National Excellent youth fund gainers, The National Thousand Young Talents Plan experts:The annual salary for The National Excellent youth fund gainers can be approximately ￥450 000 RMB（USD 75 000） and the annual salary for The National Thousand Young Talents Plan experts can be approximately ￥400 000 RMB（USD 65 000） housing allowance can be up to￥700 000 RMB（USD 115 000）.

The startup R & D funding for Top Talents can be up to ￥10 000 000 RMB （USD 1 600 000）.

3. Person specification for The University’s “One-Hundred Young Talents” Associate Professors

Age below 35, hold a doctoral degree（s）, graduated from a famous overseas university or a National Key University, have working experiences in a well-known overseas laboratories, research institute, national key research platform and achieved satisfactory initial results; gained at least 5 academic achievements as the first author in recent five years, including high level academic papers, patents, host national research project and achieve academic awards, etc.

Salary and benefits:Provide competitive salary packages, the annual salary for the associate professors is over ￥200 000 RMB（USD 35 000）; Provide a temporary apartment and housing allowance; Startup R&D funding and laboratory space will also be offered.

Ⅲ. Contact Information

All the documents and inquiries （including CV and work plans etc.） should be addressed to:

Contact person: Ms Zhiying Zeng Mr Yi Dong Ms Ruiyin Yang

Address: Personnel Division ，Guangdong University of Technology, No. 100 Waihuan Xi Road, Guangzhou Higher Education Mega Center, Panyu District, Guangzhou, P.R China. Postcode: 510006; Telephone: 86-20-39322509 86-20-39322702; Fax: 86-20-39322509 Email: gdutyzzp@gdut.edu.cn

The university will continue to look for qualified candidates until all the openings are filled. More information can be found on the university website: www.gdut.edu.cn

Recruitment Fields:

The university plans to invite scholars, experts and entrepreneurs of the following disciplines to work as Chair Professors and Associate Professor:

（1） Design, numeric control and error compensation technology of ultra-precision machine tool; ultra-precision manufacturing and inspection technology; vision-based actuating control technology for precision IC packaging equipment; design and control technology for robotics; integration and monitoring technology for intelligent manufacturing workshop；Nano-ceramic and nano-ceramic composites, Ceramic hard coating for high-temperature and wear-resistant applications, Ceramic material for optoelectronic substrates, Ceramic material behavior under the combinations of mechanical impact and high temperature, High-speed, high efficiency machining theory and technology for difficult-to-cut materials, Materials machining theory and simulation, green machining technology.

（2） Research in energy materials such as Li-ion batteries and solar cell; Nonferrous metal； Material forming and mold technology; Material、physical and chemical study on soft matter；Heat and mass transfer engineering; Refrigeration and air conditioning technology and system; Energy materials and their application; Energy storage materials and technology; Integration and optimization of thermodynamic system; Utilization of solar energy.

（3） Complex system theory and Applications, Modeling and Control of Nonlinear Systems, Modern automation equipments and systems, Intelligent systems and robot control；Security of power system operation and control; New energy power generation and control technology; Electrical equipment control and energy saving.

（4） Materials, optical design, drive power and devices related to solid state lighting and information displaying technology; Laser lithography, optical system design, weak optical signal detection and processing; radio frequency technology and Engineering.

（5） Service-Oriented Computing; Cyber-Physical Systems （CPS）; Software Design Theory and Method; Integrated Circuit and Embedded systems Design.

（6） Structural Engineering （including building materials）, Rock and soil engineering, Bridge and railroad engineering, Disaster prevention and reduction engineering, Urban utilities engineering, building energy conservation, Engineering mechanics.

（7） Research and application technologies of novel catalytic materials; preparation and application of novel functional materials; Synthesis and application of fine chemicals; Fine utilization of biological resources.

（8） Environmental Chemistry; Water Pollution Control; Air Pollution Control，Environmental Pollution, Exposure and human health.

（9） Management systems engineering; Production and operation management; Supply chain and logistics management; Industry engineering; Information systems and information management.

（10） Industrial Design and Innovation Products; Architecture and Environmental Design.

（11） Nonlinear analysis and applications; Partial differential equations and applications; Computational intelligence and applications; Multi-objective optimization theory and applications; Differential dynamical systems; Control theory and applications; Mathematical statistics.

（12） Electronic science and technology; Electronic circuit and system.

Professionalization and Pluralism: Development of For-profit
Social Work in Western Countries and Its Enlightenment

Possible Self and Its Application in Youth Social Work

ZHU Shi-min
（Department of Social Work and Social Administration, The University of Hong Kong, Hong Kong, China）

Abstract: Adolescence is an important stage in which adolescents develop their selves and plan for the future. The futures they imagine as possible for themselves will shape their engagement in society as a whole and channel their efforts towards or away from productive action. Possible selves are what individuals envisage for themselves in the future, including the self-concept of what they may become, what they want to become and what they are afraid of becoming. This paper introduces possible selves theory and its application in youth social work, including the concept, function, applicability and application scheme of possible selves. It will act as a reference for social workers in our country in their case work and group work, to promote positive youth development.

Key words: possible selves; self-concept; adolescents; youth social work

A Few Thoughts on Cultivating Social Work Talents of Ethnic Minorities

XU Shi-dong
（ Institute of Political Science, Qinghai University for Nationalities, Xining, Qinghai, 810007, China）

Abstract: The training of social work talents of ethnic minorities is one of the major tasks of the development of the ethnic social work, and also the inevitable requirement of the localization of social work in ethnic minority regions in our country. However, as a result of geographical, economic, cultural and many other factors, the cultivation of social work professionals in the ethnic minority areas is relatively slow. All sectors including the government and social organizations, should jointly solve the problem and explore an effective path for the cultivation of social work talents of ethnic minorities.

Key words: social work; ethnic minorities; ethnic minority area

A Probe of Social Workers’ Professional Identity and
Professional Competence Development

LI Yan-li
（School of Politics and Law，Guangdong University of Technology, Guangzhou, Guangdong, 510090, China）

Abstract: Taking social workers in Guangzhou as research object, this paper finds that the overall level of current social worker’s professional identity is comparatively high, through the analysis of factors like occupational values, feelings and competence. The development of the whole industry, management of agency, professional salaries, team relationships, occupational prestige and social identity, channels for promotion and career prospects are the important factors that affect social worker’s professional identity. But professional salary is not the primary factor that affects social worker’s professional identity. Multiple regression analysis shows that social workers’ professional identity is closely related with the development of their professional competence. Individuals with low professional identity have negative emotions, take cynical attitude towards jobs and show ennui in their profession, affecting the development of their professional competence. Vice versa. Individuals with high professional identity will take positive attitude and continues to learn and improve their professional competence. Lastly, countermeasures to improve the level of social worker’s professional identity are offered from the four aspects of government and society, social work service agencies, schools and individuals, so as to maintain the stability of social worker teams.

Key words: professional identity; professional competence; factors

Pearl River Delta in China: Diversified Innovation in
Volunteer Service Institutionalization

TAN Jian-guang
（Faculty of Social Work, Guangdong Youth Vocational College, Guangzhou, Guangdong, 510507, China）

Abstract: As the frontier of reform and opening up, as well as one of the birthplaces of volunteer service, the Pearl River Delta is actively exploring and innovating diversified paths for the institutionalization of volunteer service in the new historical period, forming five models which are the "top-level designs to promote the institutionalization of voluntary service （ Shenzhen）, "projects innovation to promote the institutionalization of voluntary service （Guangzhou）, "association cooperation to promote the institutionalization of voluntary service （Foshan）, "professional support to promote the institutionalization of voluntary service（Zhongshan）" and "civilization cultivation to promote the institutionalization of voluntary service（Huizhou）". All of the above experience is worthy of research and promotion. The construction process of volunteer service institutionalization should be coordinated by the Steering Committee for the Construction of Spiritual Civilization, to meet the demand of various local characteristics and requirements, and build up a system of integrated diversity, so as to speed up social construction, innovate social governance and promote the improvement of people’s livelihood.

Key words: volunteer service; institutionalization; program; cooperation; system

New Generation of Migrant Workers’s Aspiration of City Integration:
Based on the Community Support and Path Selection

YAO Yun-yun
（School of Humanities and Arts，Northeast Petroleum University， Daqing, Heilongjiang, 163318， China）

Abstract: Currently, the new generation of migrant workers has become an important group of urban society. They have made a significant contribution to promoting the economic and social development of the city. They are working and living for a long-term in the city, and have aspirations to integrate into urban society. But generally speaking, their living conditions in the city are not so optimistic, meaning that they have not really integrated into urban society. The community is the most important carrier for the implementation of social management and promotion of new generation of migrant workers’ integration into the city. It will be an effective path selection to solve the city integration for the new generation of migrant workers by taking the community as a breakthrough point to include them into the urban community service and management system, strengthening their belonging and identification of the city.

Key words: new generation of migrant workers； community； community integration； carrier

Social Coordination: Path Selection of the
Institutional Social Development Strategy

PENG Ling-ling
（Social Work Department, Guangdong Pharmaceutical University, Guangzhou, Guangdong, 510006, China）

Abstract: The main measures for the social development include social charity, social work and social policy, which aren’t mutually exclusive but can be blended. Institutional social development, social coordination which can combine all kinds of social development ways and coordinate with social and economic policy, can be implemented. Therefore, we should mobilize efforts of government, market and society to promote the promulgation of economic-related social policies, the positive role of government and policies, the establishment of the base and framework of the social coordination organization, the cultivation of professional talent, the construction of the arena and circumstance for social coordination, and the fusion of social development, economic activity and social development approach, so as to improve the public welfare and finally promote the whole social development.

Key words: social coordination; social development; social welfare; social policy

Social Work Service Evaluation: A Comprehensive Model

LIU Jiang
（Department of Social Work, Fudan University, Shanghai, 200433, China）

Abstract: At present, the evaluation of social work services is carried out according to different models, such as process evaluation, outcome evaluation, cost-efficiency evaluation, cost-benefit evaluation and so on. These evaluation methods divide a complete social program into different parts, and each of them only focuses on one part of the program. Based on the connotation of social work evaluation and the chronological order of social work service, the process evaluation, outcome evaluation and cost-benefit evaluation can be integrated into a comprehensive model, and operated in the form of program theory evaluation, monitoring evaluation, impact evaluation and cost-benefit evaluation.

Key words: social work evaluation; program theory evaluation; monitoring evaluation; impact evaluation; cost-benefit evaluation

A Study on the Compulsory Education of
Migrant Workers’ Children in Zhongshan City

LI Cheng-jie1, CAI Fei-na2, SHE Hang2, XIAO Yong-mei2
（1. The Center for Studies of Hong Kong, Macao and Pearl River Delta, Guangzhou, Guangdong, 510275, China;
2. Office of Zhongshan Municipal Government, Zhongshan, Guangdong, 528403, China）

Abstract: To provide migrant worker’s children with proper education is a major task to retain talents and promote education equality. Taking Zhongshan City, which features of a large size of migrant worker’s children, mainly from outside Guangdong province and educated in private-funded schools, as a sample, this paper details the relevant policies provided for migrant workers’ children to receive compulsory education in Zhongshan City, analyzes the challenges that the city faces in aspects like insufficiency of school positions in public-funded schools, education fund, enrollment for students from outside Guangdong and development of private-funded education,and proposes several suggestions to deal with challenges, including the expansion of public school position, the increase of public investment, and the provision of more opportunities to high school for migrant workers’ children, regulating the education enrollment system and supporting the development of private education.

Key words: migrant workers’ children; migrant children; compulsory education

Service Assistance in Urban Poverty Relief

HE Ming-jie
（School of Public Administration, Sichuan University, Chengdu, Sichuan, 610064, China）

Abstract: Service assistance is an overall extension of the urban poverty relief system in terms of concept, content and form in this new era. It carries out social assistance in the form of providing the poor with services and is an essential part of Urban Poverty Relief System. Cooperating well with three existing urban assistances-basic living assistance, special assistance and emergent assistance, it could efficiently solve the conflicts between institutional rigidity and the variety of needs in the anti-poverty practices. This paper also offers policy suggestions for service assistance from the point of framework design, mechanism setting, techniques, supervision and evaluation, fund guarantee.

Key words: Service Assistance; Urban Poverty; Social Assistance

Research on the Practice of Community Old-age Household
Care Service of Gulou District in Fuzhou City

LAI Cui-feng
（School of Public Administration, Fujian Normal University, Fuzhou, Fujian, 350007, China）

Abstract: Taking Gulou community old-age household care service in Fuzhou City as the research object, this paper analyzes the practice of old-age household care service. Community old-age household care service station is founded to provide free services, low-cost services and paid services according to the elderly’ different needs and its service contents are diversified and personalized. Because old-age household care service isn’t mature, some problems appear inevitably in the process of the exploring practice, such as less participation of service providers, incomprehensiveness of hardware and software facilities, uneven development of service projects. Therefore, in order to promote old-age household care service, Gulou government should take the following measures: intensify the publicity to change ideas; strengthen the government leadership and make a clear division of labor; implement the standard management and improve efficiency; integrate social resources and ensure the quality. With these measures, it would better meet the needs of the elderly to build a harmonious community.

Key words: community; old-age household care service; Gulou district

Study on the Employment and Cultivating Mode of
Graduates in Business Administration and Countermeasures
——Comparison and Analysis of Employment Data of GDUT and
Other Universities in Guangzhou HEMC

ZHANG Yu-gang1, LIN Wei-ying1, FANG Hui2, YANG Liu3
（1.School of Management, 2. Admissions Office, 3. School of Economics and
Commerce, Guangdong University of Technology, Guangzhou, Guangdong, 510520, China）

Abstract: Based on a survey of graduates of Business Administration in the universities of Guangzhou Higher Education Mega Center, and combined with an analysis of the employment situation of graduates from Guangdong University of Technology in the last five years, this article makes a comparison and analysis of the present employment of Business Administration graduates, and points out that their employment has an utilitarian tendency, with a small number of students seeking graduate studies and a very low rate of both self-employment and employment. The reasons underlying the employment trouble is analyzed from the aspects of teaching, social practice, graduate identity and career planning. In addition, the author puts forwards some countermeasures and suggestions.

Key words: Business Administration; employment; cultivating mode

An Exploring Study on the Effectiveness of Online TV Advertising

ZHOU Wen-juan1， LI Bin2
（1.School of Art and Design, Guangdong University of Technology, Guangzhou 510090, China;
2. School of Journalism and communication, Jinan University, Guangzhou, Guangdong, 510632, China）

Abstract: A recently developed online television-advertising formats display a banner ad whenever a viewer watches a streaming-video program. This study interviewed 30 users from the perspective of consumers’ brand attitude and find out the impact of brand recognition, location and content of advertisement, advertisement attitude and brand attitude on the effectiveness of this type of advertisements. The results demonstrate that the length and frequency of advertising exposure should be controlled; the characteristics of online media should be taken into consideration in the process of producing online TV advertising, so as to form a synergistic effect between online and offline media.

Key words: online television-advertising; the advertising attitudes; advertising effectiveness

FANG Wei1, SHAN Jia-li2
（1. College of Political Science and Public Administration, Zhejiang University of Technology, Hangzhou, Zhejiang,
310023, China; 2. School of Social Development, East China Normal University, Shanghai, 200241, China）

Traditional social work depends on governmental and non-governmental departments while modern social work evolves in for-profit division hand in hand with those traditional ones, and has become the fastest developing area in the social work of western countries. On the basis of discussing the professionalization of social work occupations in the Western countries and welfare pluralism, this paper analyzes the development of professional social work in private practice and for-profit organizations in western countries, and proposes the consistent adherence to the development of welfare diversity, improvement of professionalization and regulation of professional ethics for the development of social work in China, in order to promote the growth of professional social work in for-profit organizations in our country.

professionalization of occupation, welfare diversity; for-profit social work; enlightenment

2014- 10- 06

■ 基金课题：广东省哲学社会科学“十二五”规划青年项目“新媒介环境下古法造纸工艺的传承与传播研究”（GD14YYS04）;国家社会科学基金艺术学项目“隐晦与新生——中国民间手工纸的艺术应用研究”（14CG133）。

周文娟（1982—），女，汉族，讲师，博士研究生；主要研究方向：网络传播。

周文娟， 黎斌.网络视频贴片广告效果影响因素探索[J].社会工作与管理，2015，15（3）:82—86.

F713.8

A

1671- 623X（2015）03- 0082- 05