媒介融合视角下广告学专业发展的创新策略

Innovative Strategies of Development in Advertising Major under the Perspective of Media Convergence

在媒介融合传播的背景下,具有全球视野和区域化特色的广告学专业在培养方式和教学管理上还亟待提高.基于时代背景、区域优势、培养模式、专业定位等多重视角进行分析,对国内广告学专业的发展历程进行系统梳理,总结系统性的优化路径,开展跨学科的融合发展,为更好达成高校培养与社会需求的对接创造新空间.

In the context of media integration and communication,the advertising major with a global perspective and regional characteristics urgently needs to improve its training methods and teaching management.Based on multiple perspectives such as the background of the times,regional advantages,training models,and professional positioning,this paper systematically reviews the development process of advertising majors in China,summarizes systematic optimization paths,and carries out interdisciplinary integrated development,creating new space for better alignment between university training and social needs.