广告学专业双语教学中存在的问题及解决对策——以地方院校为例

Discussion on the Problems of Advertising Bilingual Education and Its Countermeasures: Taking Local Universities as Examples

广告学在中国属于新兴学科,其理论大多源于美国等西方国家,在学术及实践领域,国外的经验对我国广告业的发展有着重要的指导作用。因此,在"广告学"教学过程中,双语教学具有重要意义。高校在进行广告人才培养过程中,一般会开设双语教学课程,但由于师资水平、学生素养、课程设置、学习环境等方面的问题,导致双语教学无法达到期望的效果,而欠发达地区的地方院校更为明显。在调研和思考的基础上,发现广告学专业双语教学过程中存在4个方面的问题,提出解决相关问题的4条对策建议。

In China, Advertisingis a new subject whose theories are mainly from western countrieslike the United States. In the field of academy and practice,experiences from abroad play a guiding role in advertising industry of China. Therefore, bilingual education has important significance in the process of ＂advertising＂ teaching. Generally, bilingual education will be used in teaching advertising in universities; however, due to the problems in teachers＇ level, students＇ quality, course design or the learning environment, expected teaching effect could hardly be reached, especially in the under-development areas. Based on the investigation and reflection, we found that the problems in bilingual teaching of Advertising are in four aspects and put forward four countermeasures to solve these problems.