澳大利亚广告专业本科教育特色及启示

The characteristics and enlightenment of undergraduate advertising education in Australia

澳大利亚的大学除了8所联盟大学(G8)为研究型大学外,其余大学多属于研究与教学型大学,主要培养应用型人才。澳大利亚的广告专业起源和发展都离不开产业发展,对学生和教师进行职业化培养是澳大利亚广告教育的突出特点。在教学上具有以教师为中心的集中授大课和以学生为中心分组讨论小课相结合、详细的评分体系及先进的教学设备和教学辅助手段等特色。这些办学特色对于我国的本科大学广告专业建设具有借鉴作用。如可以考虑构建有广告行业公司和行业学(协)会参与的广告类人才培养机制、进行多学科综合背景下的广告人才培养和重视教师职业的培养等等。

In Australia,apart from research universities -the Group Eight Universities（G8）,most of the universities are research and teaching universities,which mainly cultivate applied talents.In Australian higher education,both the origin and development of advertising discipline are insepara-ble from the industrial demands,thus students and teachers’professional training is an outstanding feature in Australian advertising education.As to the characteristics of Australian advertising teach-ing,one is combining teacher-centered incentive classes with student-centered group discussions, the other is detailed marking system plus advanced teaching equipment and auxillary teaching man-ners.As to the present Chinese undergraduate advertising education,we can consider building a mechanism in which advertising companies and advertising agency associations will participate to cultivate the talents in the background of combining multiple discipline,while attaching importance to training teachers.