美国高校广告教育发展研究  

Research on the development of advertising education by universities in America

作　　者：罗志超[1] 

机构地区：[1]厦门大学新闻传播学院

出　　处：《广告大观（理论版）》2014年第4期26-39,共14页Journal of Advertising Study

摘　　要：美国是广告教育开展最早的国家,经过100多年的发展,其发展规模和培养质量均处于世界领先水平。了解其人才培养的先进理念、机制和方法,对于我国的广告教育事业具有重要参考借鉴意义。本文回顾了美国高校广告教育的历史变迁过程,从学科归属、课程设置、开设高校、教育理念、教育方式、师资队伍、生源状况、支持力量等角度进行全面分析,勾勒美国高校广告教育的现状,以此得出对中国高校广告教育的一些启示。America is the earliest country that carried on advertising education. After more than 100 years of development its developing scale and training quality are both in the leading level in the world. Learning its advanced concept mechanism and method about personnel training, plays significant roles for reference in China＇s advertising education. The paper reviews the historical changes of American advertising education, makes a comprehensive analysis from the aspects of subject, curriculum, offer in colleges and universities, education idea, education mode, teachers, students, supporting power and so on, outlines the status quo of American advertising education and then enlightenment for advertising education in China's Mainland is supposed to put forward

关 键 词：美国高校 广告教育 学科归属 课程设置 教育理念 

分 类 号：F713.8[经济管理—广告]