中国内地广告教育转型升级的探讨——基于24家广告学国家级一流专业的调研  

Discussion on the Transformation and Upgrading of Advertising Education in China's Mainland:Based on the Study of 24 National First-class Advertising Majors

作　　者：林升栋[1] 吴珺婷 李伟娟 LIN Shengdong;WU Junting;LI Weijuan(the Journalism and Communication School of Xiamen University of China;the Communication School of Guizhou Normal University;the Journalism and Communication School of Huaqiao University)

机构地区：[1]厦门大学新闻传播学院 [2]贵州师范大学传媒学院 [3]华侨大学新闻与传播学院

出　　处：《国际新闻界》2024年第7期77-94,共18页Chinese Journal of Journalism & Communication

摘　　要：2023年是中国内地广告学专业教育开办40周年。由于传媒行业与技术环境的巨大变化,传统广告的运作模式受到严峻挑战。相应地,中国广告教育也面临转型升级的考验。本文通过对24家国家级一流广告学本科专业建设点相关教职人员的深度访谈,有如下发现:广告学专业正在为“泛广告”行业培养人才。信息生产的创意与创新能力培养始终是广告教育的核心,而与时俱进的部分是对媒体环境、受众行为、新技术的学习。广告学专业同时要培养学生“不变应万变”的素养与“以万变应万变”的能力。在一流专业评估标准方面应鼓励特色、打破量化指标的桎梏。研究结果或对新闻传播领域其他学科亦有参考价值。The year of 2023 marks the 40th anniversary of advertising education in China's Mainland.Due to significant changes in the media industry and technological environment,traditional advertising operational models face severe challenges.Consequently,Chinese advertising education is also undergoing a transformative upgrade.This paper presents findings from in-depth interviews with faculty members from 24 top-tier national undergraduate advertising programs.It reveals that advertising programs are now cultivating talent for the broader advertising-related industry.The core of advertising education remains the cultivation of creative and innovative capabilities in information production,while adapting to evolving media environments,audience behaviors,and new technologies is crucial.Advertising programs must also foster students'abilities to adapt flexibly and respond to changing conditions.In evaluating top-tier programs,it is advisable to encourage unique features and move beyond rigid quantitative metrics.The research findings may also offer valuable insights for other disciplines within the field of journalism and communication.

关 键 词：广告教育 泛广告 创新 技术 

分 类 号：G642[文化科学—高等教育学] F713.80-4[文化科学—教育学]