数字时代美国广告专业人才培养的创新研究  

Innovative Research on the Cultivation of American Advertising Professionals in the Digital Age

作　　者：鲍静 BAO Jing(School of Media and Law,Ningbo Tech University,Ningbo,Zhejiang 315100,China)

机构地区：[1]浙大宁波理工学院传媒与法学院,浙江宁波315100

出　　处：《教育教学论坛》2024年第12期26-30,共5页Education And Teaching Forum

基　　金：2022年度宁波市教育科学规划办教育科学规划课题“具身认知视域下数字技术在课程深度学习中的模式构建及应用”(2022YGH018);2021年度浙大宁波理工学院课题“互联网+实训——‘广告学概论’课程实训体系的构建与创新”(NBTJG-202131)。

摘　　要：广告是一个高度应用的领域,必须与广告行业保持持续的联系,并与媒介技术的发展同步。数字广告影响到传统的广告行业,并给广告教育带来了挑战。通过对美国《广告教育杂志》进行内容分析,了解美国广告教育面临的压力主要来自三个方面:传统广告代理模式被颠覆、广告数字技术的运用以及课程行政审核及认证指导的限制。面对挑战,美国广告教育者尝试从四个方面进行创新:整合广告、公关和市场营销学等学科内容;加强与数字时代相关的专业化技能培养;重视学生的体验,通过实践和小班教学培养学生的创造力;立足本国国情,关注少数群体的广告教育问题。Advertising is a highly applied field that must be continuously connected with the advertising industry and keep pace with the development of media technology.Digital advertising affects the traditional advertising industry and brings challenges to advertising education.Through the content analysis of the Journal of Advertising Education,this article learned that the pressure of advertising education in the United States mainly comes from three aspects:the subversion of the traditional advertising agency model,the application of advertising digital technology,and the restrictions of course administrative audit and certification guidance.Facing the challenge,American advertising educators try to innovate from four aspects:integrating advertising,public relations and marketing;strengthening the training of professional skills related to the digital age;emphasizing students’experience and cultivating students’creativity through practice and small class teaching;and paying attention to the advertising education of minority groups based on the national conditions.

关 键 词：数字时代 广告教育 IMC 多样性 

分 类 号：G640[文化科学—高等教育学]