论大学广告教育与广告实践教学

本文探讨了中国现在的大学广告教育和广告实践教学问题,在两个基本背景的前提下指出:大学广告教育人才培养不是单纯的培养学生的技能,而更主要的是培养学生的基于专业素质和基本素质之上的专业的思维方法和思维能力;并从观念上、教学实践上和广告教育生态上对这个观点进行了论述。文章认为,作为产业链上一环的大众传播产业类组织应该在广告人才的培养上承担一定的责任和义务。

Advertising Education and Advertising Practical Teaching of Colleges and Universities

This paper discusses some problems in advertising education and advertising practical teaching in colleges and universities of China.Based on the two basic premises,this paper points out that the aim of advertising education is not to cultivate students' practical skills,but to cultivate students'thinking methods and thinking competence based on the specialized qualities and basic qualities;then this paper illustrates the above ideas from the conception,teaching practice and the environment of advertising education.Finally,this paper points out that as a section of the advertising industry chain,the mass communication organizations should play a key role in educating advertising talents.