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从广告事业的兴起,到广告大战的愈演愈烈,短短几年,广告业、广告人完成了西方市场经济几十年、几百年的探索发展过程。这是个可喜的过程,也是包含着许多隐忧的过程。和面对任何事物一样,反省和进一步整理广告业自身,非常有必要,甚至更为迫切。一、心有余而人不足——人才素质的现状制约广告业的动力因素,主要是市场经济的需要和利润的推动。追逐利润是无可讳言的人才聚集原因。广告业的特征是对思维方式、综合素质的挑战,许多人在这种价值观的旗帜下,聚汇到广告人队伍中来。遗憾的是,学校教育中关于广告的
From the rise of the advertising business to the fierce competition in advertising, in a few short years, the advertising industry and advertisers completed the exploration and development process of western market economy for decades and hundreds of years. This is a gratifying process and it also contains many hidden problems. As with anything, it is necessary and even more urgent to reflect on and further organize the advertising industry itself. First, there is more than enough people and insufficient people - the status quo of qualified personnel restricts the driving forces of the advertising industry, mainly the needs of the market economy and the promotion of profits. Pursuit of profit is the reason why there is no reason to gather talent. The characteristics of the advertising industry are the challenges to the way of thinking and comprehensive quality. Many people gather under the banner of this value to the ranks of the advertisers. Unfortunately, in school education about advertising