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当前中国广告教育的显著瓶颈自从1984年厦门大学开国内教育风气之先,率先引进、设置广告专业以来,广告教育在中国大陆走过了22年的历史。纵观这22年的教学历史与社会实践效果,中国的广告教育为国内广告产业的蓬勃发展作出了不可替代的贡献——构建了中国自己的广告理论架构,输送了一批批广告专业人才,为中国经济事业的发展提供动力。但是,作为一个新兴的教育领域,广告教育22年来仍然存在着不可忽视的种种瓶颈,这些瓶颈的存在,阻碍着广告教育的进一步发展,影响着广告教育最大化地发挥教育目标。可以说,这些瓶颈不得以解决,中国的广告教育永远无法与国际同步,永远是一个学习者、跟随者而不会走出中国自己的广告教育之路,在国际广告教育界永远无法挺起胸膛。(一)教育主体的薄弱使得广告教育先天不足广告教育是一门新兴学科,从1970年代“文革”结束到1980年代广告教育创办,社会给予广告教育的积累时间基本不存在。1984年厦门大学开设广告专业时,师资力量的供应上有两个显著特点:一是教师基本是从营销、中文、绘画艺术等关联学科抽调组织而成,在这里,没有与国际广告教育保持同步的资深人士,没有优势的学科带头人,可以说当时的教师对广告教育基本上都
Significant Bottleneck in Current Chinese Advertising Education Since 1984, when Xiamen University took the lead in educating the country and took the lead in introducing and setting up an advertising specialty, advertising education has gone on for 22 years in Mainland China. Throughout these 22 years of teaching history and social practice, China’s advertising education has made an irreplaceable contribution to the vigorous development of the domestic advertising industry - building its own advertising theory structure and sending a batch of advertising professionals, China’s economic development to provide impetus. However, as an emerging field of education, there are still many bottlenecks that can not be neglected in advertising education for 22 years. These bottlenecks impede the further development of advertising education and affect the maximization of education in advertising. It can be said that these bottlenecks can not be solved. China’s advertising education will never be synchronized with the international community. It will always be a learner and follower who will never walk out of China’s own advertising education and will never stand tall in the international advertising education. (A) the weakness of the main educational advertising advertising makes education deficiencies Advertising education is a new discipline, from the 1970s “Cultural Revolution” to the end of the 1980s advertising education founded, the social accumulation of advertising education to basic does not exist. There are two notable features of the supply of teachers’ forces when Xiamen University opened its advertising major in 1984: First, teachers are basically drawn from related disciplines such as marketing, Chinese, painting and art, where they are not synchronized with international advertising education Of senior people, there is no advantage of academic leaders, it can be said that the teachers are basically advertising education