AI视域下应用型高校广告学专业学生未来就业的挑战与机遇  

Research on the Challenges and Opportunities for Employment of Advertising Majors in Application-Oriented Universities from the Perspective of AI

作　　者：韩李 薛媛 Han Li;Xue Yuan(Jiangsu Normal University Kewen College,Xuzhou 221009)

机构地区：[1]江苏师范大学科文学院,江苏徐州221009

出　　处：《中阿科技论坛（中英文）》2023年第8期133-137,共5页China-Arab States Science and Technology Forum

基　　金：江苏高校哲学社会科学研究项目“后疫情背景下网课的交互手段对线下课堂师生互动的反哺研究”(2021SJA2416)。

摘　　要：随着科技的迅猛发展,AI技术大量参与内容制作与媒体运营。与传统作品相比,AI生成作品更高效且成本更低,这无疑压缩了广告学专业学生未来的就业空间。尽管AI技术已在广告行业许多环节得到应用,但其在语言理解准确度、创意、情感等方面仍无法超越人类。针对AI技术给广告学专业学生带来的机遇与挑战,文章认为,当代应用型高校广告学专业应合理平衡AI技术与人的关系;顺应时代趋势,创新性发展;注重学生个性化发展,引导学生准确自我定位;创新广告教学资源,发挥实践教学的作用;培养学生创新思维,结合人与机器的思维;提升学生团队沟通与协调能力。With the advancement of technology,AI is heavily involved in content production and media operations.Compared with traditional works,AI-generated works are more efficient and cost-effective,which undoubtedly compressed employment opportunities of advertising students.Although AI has been extensively applied in advertising,it still can’t surpass human beings in terms of language comprehension accuracy,creativity and emotions.In response to the opportunities and challenges brought by AI,the thesis argues that application-oriented universities should balance the relationship between AI and people in advertising education;Conform to the trend of the times and seek innovation;Emphasize students’personalized development and guide them to accurate self-positioning;Innovate teaching resources and leverage the role of practical teaching;Foster students’innovative thinking,combining the thinking of human beings with that of machines;Enhance students’communication and coordination skills.

关 键 词：AI 广告学专业 就业 挑战 机遇 

分 类 号：G647.38[文化科学—高等教育学]