随着数字技术发展,媒介融合加速,市场对广告人才的要求变得更为严苛。然而,高校广告专业人才的培养目标、教学体系、师资队伍等方面存在的突出问题导致了广告专业人才难以迎合市场需要的尴尬局面。在这种状况下,要进一步提高我国广告教育的质量,就必须坚持以社会需求为导向,在人才培养目标、课程体系建设、教学方法、社会实践等方面采取行之有效的措施。 With the development of digital technology, media convergence accelerates, and the market demands for advertisers become more stringent. However, outstanding problems in the training objectives, teaching system, faculty and so on of advertising professionals in colleges and universities have led to the awkward situation that it is difficult for advertising professionals to meet the needs of the market. Under such circumstances, in order to further improve the quality of our advertising education, we must adhere to the guidance of social needs and take effective measures in the aspects of personnel training objectives, curriculum system construction, teaching methods and social practices.