中美广告教育比较研究  

A Comparison Study of Sino-American Advertising Education

作　　者：陈素白[1] 翟星[1] 

机构地区：[1]厦门大学新眶传播学院,厦门361005

出　　处：《现代广告》2014年第7期78-86,共9页Modern Advertising

摘　　要：广告教育承担着为广告行业输出专业人才的重任，当前政策环境、传媒环境发生的变动给广告行业以及广告教育界均带来了挑战与机遇，中国大陆广告教育处于变革的关键时期。而美国作为广告教育的先行者，积累了丰富的教学经验，长期以来为我国广告教育界所借鉴。本研究在大陆广告教育经历整三十载的契机下，回顾、梳理和反思大陆广告教育，并与美国广告教育进行比较。通过对比美国和中国大陆广告专业发展较为领先高校的教学计划，发现中美高校广告学专业在课程设置、学分规划、实践的差异，以此提出对高校广告教育的一些建议。Advertising education should assume responsibility of providing professionals to advertising industry. As changes in the current policy and media environments bring both challenges and opportunities to the advertising industry, we are now in a key phase in the evolution of advertising education in China's Mainland. As the forerunner in advertising education, America has accumulated wealth of advanced teaching experience, and thus serves as references to china for a long time. This study carries out under 30 years development of China's Mainland advertising education, and reviews, teases and rethinks it, then makes comparison with American advertising education. This study compares the teaching plans of leading universities in the two countries, concludes that differences do exist in curriculum, credit system and practice, then proposals for advertising education is supposed to put forward.

关 键 词：美国 中国大陆 广告教育 比较 

分 类 号：F713.8[经济管理—广告]