高校广告专业教育的问题与对策

On the Problems of Advertising Teaching in Universities and Solutions

广告学作为新兴的综合性边缘交叉学科,涉及经济学、社会学、新闻学、传播学、心理学、统计学、文学和艺术等诸多领域。如果忽视了广告学科应用性、包容性和开放性强等特点,用传统基础学科的管理模式建构广告专业,势必会产生诸如广告专业教师知识结构单一,专业课程设置脱离广告实践,学科定位、培养目标和课程设置缺乏系统化等“发展瓶颈”问题。就高校广告教育中几个热点问题作深入分析,以求能为广告专业的学科发展提供一些思路。

Advertising is a new cross- subjects course, which involves economies, news, literature and arts and so on. If the traditional management is used to construct advertising, many problems will appear, such as teachers＇ simple knowledge structure, separation from reality, lack of training aim and teachers and money etc.. These problems are deeply analyzed in order to find a good way for the development of advertising.