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本文通过对江苏广告高等教育的直接观察,对江苏广告高等教育的现状进行了总结,提出三点发现,即:办学规模进入跨越式发展之后的稳定期;办学条件从求生存转向谋发展时期;办学定位从“求全”转向“求精”。目前江苏广告高等教育普遍存在的问题主要表现在学科建设不完善;师资缺乏;办学条件差;与实务界互动少。基于此,本文从专业定位、学科建设、师资队伍、业界互动以及高等院校在广告职业培训中扮演的角色等方面提出了未来江苏广告高等教育的发展对策。
This article summarizes the status quo of advertising higher education in Jiangsu by direct observation of advertising higher education in Jiangsu Province and puts forward three findings: that the running school scale has entered a stable period after leaping development; that the conditions for running a school have changed from seeking survival to seeking development; School orientation from “seeking” “turn ” refinement ". At present, the problems that prevail in higher education of advertisements in Jiangsu are mainly manifested in the imperfect discipline construction, the lack of teachers, the poor conditions for running schools, and the lack of interaction with the practitioners. Based on this, this paper puts forward the development countermeasures of Jiangsu advertising higher education in the future from the aspects of professional orientation, disciplinary construction, faculty, industry interaction and the role played by institutions of higher learning in advertising vocational training.