广告专业复合型创新人才培养探究

A Research on Cultivating Complex Talents with Creative Capacity in Advertising

广告业的发展对高校广告人才的培养提出了新的挑战,广告行业的发展要求高校培养出复合型的具有创新能力的广告人才。笔者认为要培养出广告专业复合型创新人才必须具有通才教育和实践教育的办学理念,有适合市场并具有前瞻性的课程体系,有高水平的专业师资队伍,有能培养创新意识及综合能力的先进的教育理念和教学方法。

In cultivating the appropriate personnel in advertising, universities nowadays faces new challenges of cultivating complex talents with creative capacity in advertising. The author claims that, to achieve the aim, we must hold a generalist ideology and a belief of more practice in education, give the pioneer courses that are needed, have a good team of qualified lecturers, practice advanced ideas and method, in education, that are suitable to foster the talents with creative ability and the comprehensive capacity.