【作者】 刘秀萍；

【导师】 曾光；

【作者基本信息】 南昌大学 ， 传播学， 2009， 硕士

【摘要】 中国现代广告业经过30年的快速发展,已经形成较大规模,由此催生的中国高校广告教育也历经26个年头。高校广告教育与广告行业的发展息息相关,媒介的进化及广告业态环境的变化不断地对广告人才培养提出新的要求,也在一定程度上引领着高校广告教育模式的改革与创新。当前形势下,模式化的高校广告教育与广告行业一线的快速发展依然存在着诸多矛盾,尤其是高校广告人才素质培养与行业需求之间的适应性问题较多,毕业生难以适应行业需求,导致有的广告一线管理者发出感叹:“企业落后于时代,行业落后于企业,教育落后于行业”。在经济全球化高速发展的今天,高校广告人才培养如何适应行业的快速发展,已经成为广告教育研究的重要课题。江西地处我国中部,广告营业额等大量经济指标在全国均处于中游水平。江西的高校广告教育起步于90年代初期,伴随着中国广告业的发展,陆续培养输送了大量广告专业人才,成为了中国广告教育中的一个重要组成部分。江西省高校广告教育存在的问题,具有一定的代表性。选择江西高校广告教育作为研究样本,具有普遍参考意义和价值。本文对当前的广告市场作了概述,并从广告人才素质需求出发,分析了当前媒介发展以及广告业处于特殊转型期对广告人才的要求;探讨了业界对广告人素质的认定,并结合江西高校广告教育现状及存在的问题进行分析,进而对江西高校广告教育提出一些建议,希望能给全国其它地区高校广告教育有所启示。更多还原

【Abstract】 After rapid development during the last 30 years, Chinese modern advertising industry has achieved a considerable scale. Chinese advertising education in colleges, which stemmed from the advertising industry, has gone through 26 years. Advertising education in colleges is closely related to the development of advertising industry. The evolution of media and changes in advertising industry model ask for new requirements on personnel training and, in some extent, lead to the reformation and innovation of education model of advertising in colleges. Under current circumstances, patterned advertising education in colleges is incompatible with the rapid development of first-line of advertising industry, especially how to cultivate qualities of advertising man in colleges to meet the requirement of the industry. From this point, we have so many problems, such as our graduates are difficult to adapt to the modern market. So some first-line managers of advertising industry complain: "The company walks behind the times, the industry lags behind the business, education lags behind the industry." In modern times which the economic globalization develops rapidly, how the training of advertising man in college adapts to the rapid development of advertising industry has become an important research subject of advertising education.Advertising turnover and some economic indicators of Jiangxi province, which is located in the central of China, are in the middle level in the whole country. With the development of Chinese advertising industry, advertising education in Jiangxi colleges, which started in the early 1990’s and supplied a large number of advertising professionals successively, has become an important part of the advertising education of China. The problems existing in advertising education in Jiangxi colleges are also apparent in colleges and universities in other areas, so they have a certain representativeness in Chinese colleges. It is of the prevalent meaning and the value of reference to take advertising education in Jiangxi colleges for research sample. This paper outlines some information about the current market of advertising and, according to the advertising men’s quality requirements, analyses the personnel demands which are brought from the development of media and the transition of advertising industry. Discussing the approval of the advertising man’s qualities from the industry, this paper analyses the current situation and problems of college education in Jiangxi and proposes several suggestions in hope to help the other colleges in the whole country.更多还原