对中国高校广告教育学科导向缺口的几点认识

Weakness of Subject Direction of Chinese Advertising Education

广告业的运作主要涉及到广告客户、广告公司以及广告媒体三个方面,对应到广告教育的学科导向就应该是广告的经济导向、艺术导向和媒体导向。每个高校广告专业在发展的过程中,普遍都会依托自身所在院校学科优势,侧重倾向于某种特定的学科导向。但在目前中国高校广告教育突出的"艺术导向"和"媒体导向"倾向下,"经济导向"的广告教育发展相对不平衡,广告客户与广告管理人才的培养存在巨大缺口,未来中国高校广告教育的发展应不断敞开大门,在依托自身学科优势的基础上,尽量展开学界与业界、学校与学校、学科与学科间的相互交流,这将成为中国广告教育发展的一个普遍趋势。

The operation of advertising industry mainly includes three aspects＇Ad customer ,Ad corporation and Ad media, which lead to economy direction, art direction and medium direction of advertising education. Every advertisement speciality in its process of developing,will lay great emphasis on certain particular academic direction, relying on the college academics advantage. However, the economy direction of advertisement education in China develops imbalance,while the art direction and medium direction are outstandingly emphasized. Therefor, a huge indentation appears between the needs of Ad customer and the edcution of Ad.Thus, the advertisement academic circle should communicate with the advertising industy based on its advantage in the future.