广告学职业教育的民间视角观照

Reflection on Advertising Vocational Education from the Perspective of Folk Consciousness

对当前广告学职业教育中的民间意识缺失问题进行了归纳和分析,梳理了五四时期以来广告学职业教育的发展历程以及文学、社会学在其中的介入和影响,并从"民间"视角审视当前的广告学职业教育。民间意识是广告学各领域的必备素养,因此广告教育也需将"民间视角"作为必要的专业维度来培养。对民间视角和意识的重视,将不仅改善当前的广告学职业教育导向,也更有利于广告生产环境,正确引导社会价值发展方向。

This paper summarizes and analyzes the lack of folk consciousness in the current Advertising vocational education,and combs the development history of Advertising vocational education since the May Fourth period and the involvement and influence of literature and sociology,while examining current Advertising vocational education from the perspective of"folk".Folk consciousness is an indispensable literacy in all fields of Advertising.Therefore,Advertising education needs to cultivate the"folk perspective"as a necessary professional dimension.The emphasis on folk perspectives and awareness will not only improve the current professional orientation of Advertising education,but also be more conducive to the Advertising production environment and correctly guide the direction of social value development.