产教融合背景下广告学专业教育改革思考——基于福建省广告教育调查

Reflections on Educational Reform of Advertising Specialty under the Background of Integration of Industry and Education, A Survey of Advertising Education in Fujian Province

在互联网与数字传播环境下,广告行业对广告人才能力提出新的要求,当前广告教育模式不能满足行业需求。文章采取调查法与内容分析法,分析福建省高校广告人才培养计划,了解福建广告教育现状与存在的问题。研究发现福建高校广告教育课程体系落后,适应产业需求的新课程较少,实践教学模式单一,毕业考核方式与专业特点不符,产教融合广告人才培养重视不够。面对广告行业发展新趋势,广告教育应当坚持应用型定位,开设反映行业与学科趋势的新课程,注重培养学生的创新创业能力,利用并发挥产教融合的优势,培养广告专业学生的核心能力。

Under the environment of Internet and digital communication,the advertising industry has put forward new requirements for the ability of advertising talents,and the current advertising education model can not meet the needs of the industry.This paper adopts the method of investigation and content analysis to analyze the training plan of advertising talents in Fujian colleges and universities,and to understand the current situation and existing problems of advertising education in Fujian.The research finds that the curriculum system of advertising education in Fujian universities is backward,the new curriculum adapted to the industrial needs is less,the practice teaching mode is single,the graduation assessment method is not in line with the professional characteristics,and the attention paid to the integration of industry and education in the training of advertising talents is not enough.Faced with the new trend of the development of the advertising industry,advertising education should adhere to the application-oriented orientation,set up new courses reflecting the trend of the industry and disciplines,pay attention to the cultivation of students’innovation and entrepreneurship ability,make full use of the advantages of integration of industry and education,and cultivate the core competence of students majoring in advertising.