从“而立”到“不惑”:中国广告教育发展的历史考察

A Historical Review of the Development of Advertising Education in China

中国广告教育自改革开放以来走过了30多年的历程,取得了辉煌成就的同时也面临着诸多问题与挑战。本文从三个基本面即自身定位、理论支撑、内容体系来审视中国广告教育的过往历史与未来方向,指出中国传统体制改革所驱动的广告生态是中国广告教育曾经的生存之锚,也是造成目前困惑的重要根源。面对互联网所带来的巨大冲击,中国广告教育的出路在于积极适应新的广告生态并在此中找准占位。

Advertising eaucation China has gone through more than 30 years since 1978 It has made brilliant achievements while facing many oroblems and challenges This paper examines the past history and future direction of advertising education in China from three basic asoects： self-- orientation theoretical support and content system, ana points out teat the advertising ecology driven by Chinese media system reform was tne anchor for the surwval of Chinese advertising eaucation and an imoortant source of current confusion In the face of the huge impact Drought by tee Internet. the outlet of Chinese advertising education is actively edapl to the new advertising ecology and find the right olace in it.