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数字时代给广告业带来新的机遇与挑战,广告学教育的学科定位需进一步强化传播的价值,为在全球舞台上操作的广告活动做好准备。美国北卡罗来纳大学教堂山分校广告学系积极吸纳数字媒体的新兴发展进入教学体系,在课程设置中整合进数字元素,在师资培养中向数字化平台自我推进,实时更新教材并采用丰富多样的教学方式,积极采纳在线互动的网络教学平台,对我国广告学教育具有一定的启示与借鉴作用。
The digital age has brought new opportunities and challenges to the advertising industry. The discipline orientation of advertising education needs to further enhance the value of communication and be ready for advertising campaigns that operate on the global stage. Advertising Department of University of North Carolina at Chapel Hill actively absorbs the emerging development of digital media into the teaching system, integrates digital elements into the curriculum, advances itself to digital platform in teacher training, updates teaching materials in real time and adopts rich and varied teaching methods , And actively adopt online interactive online teaching platform, which has certain enlightenment and reference for China’s advertising education.