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广告学专业的培养目标和教学计划决定了该专业的办学水平和办学效果。目前国内许多高校已经或正在新增广告学专业。但对广告学专业的深入研究及把握行业发展的趋势仍存在一些问题。对此,笔者在对广告行业的调查分析基础上,根据国内高校的差异及资源的不同,提出不同于以往的、较有特色的广告学专业的培养目标和教学体系,期望能对高校广告学专业的办学思路起到一定的参考作用。
Advertising professional training objectives and teaching plans determine the level of professional education and school results. At present, many colleges and universities have been or are advertising professional. However, there are still some problems on the further study of advertising major and on the trend of seizing the development of the industry. In this regard, based on the investigation and analysis of the advertising industry, according to the differences of domestic colleges and universities and different resources, the author puts forward different training objectives and teaching system of advertising major different from the past and more distinctive. Professional management ideas play a certain reference role.