基于行业用人需求的高职广告人才培养模式比较与选择

Comparison and selection of modes for the cultivation of advertising proffessional talents of a vocational higher education institution

从我国广告高等教育存在五大矛盾提出问题,从分析对广告专业人才的需求入手,提出应根据不同类型的用人企业对专业人才的不同需求,确定高职广告人才培养模式的选择前提。通过梳理和分析,明确我国不可照搬国外广告人才培养模式,阐明根据我国现实情况,工学交替模式在学理和满足用人企业对广告专业人才的需求方面都能提供一个恰当、正确的框架,可作为高职广告人才培养模式的现实选择。

On the basis of analyzing the five contradictions existing in the advertising specialty of a vocational higher education institution and the demands made of the talents,this paper holds that the cultivation pattern should be selected according to the different demands by different types of enterprises.It makes it clear that,instead of duplicating foreign patterns blindly,we should adopt the school-work alterative mode which may be the realistic selection because it offers a proper and correct frame for talents cultivation.