中美大学广告学本科教育比较研究

The Comparative Study of Undergraduate Advertising Education Between Universities in China and the U.S.

相比于中国大学广告本科教育20多年的历史,美国开展大学广告本科教育已百年有余。因发展历程、教育模式的不同,中美在教育理念、课程体系、教学方式、行业组织等方面,呈现出较大的差异。美国广告本科教育在理念实时、教学双师、实践多元、行业搭台等方面优于中国,中国应在保持自身特色、借鉴美国先进广告教育理念的同时,努力融入国际广告教育中。

The college advertising education in the U. S. has undergone over a hundred years, much longer than that of China with over twenty years. With different historical stages and education modes, the educational concept, curriculum system, teaching method and associated organizations differ a lot. The adjustable teaching principle, double qualified teachers, multivariant practice, and organization involvement in the U.S. are referential and instructive, and the advertis- ing education in China should adjust and advance with time so as to be internationalized.