媒介融合及高校转型背景下的职业技能型广告传播人才培养

On the Training of Vocational Talents Under the Background of Media Convergence and University Transformation

科技的发展给传媒界和广告界带来了巨大冲击,传统媒体持续衰落,新媒体异军突起,媒介融合已经是必然趋势。企业和媒体都急需多技能的全媒体传播人才,现今的广告传播教育理念和教育方式相对陈旧,同时教育部鼓励部分高校向职业技能型转型,这一背景下高校的广告传播教育迫切需要改革与转型。本文适应媒介融合的新需求,以培养职业技能型广告传播人才为目标,梳理了媒介融合时代的广告传播特点,针对当前高校广告传播专业的发展问题,探讨了广告传播人才培养的新方式。

The development of science and technology has brought great impact to the media and advertising.The traditional media continues to decline,and the new media suddenly rises.Media convergence is an inevitable trend.In order to adapt to the new demand of media convergence,this paper aims to cultivate professional and skilled adman,combing the characteristics of advertising communication in the era of media convergence,and aiming at the current development of advertising and communication specialty in universities,explores new ways of training adman.