日本广告教育模式研究及其中国启示

发布时间：2018-06-21 02:23

本文选题：日本广告教育 + 中国广告教育　；参考：《苏州大学》2013年硕士论文

【摘要】：近年来我国广告学专业的学生数量快速增长，但这并没有缓解广告业缺乏人才的现状。我国的广告教育存在着高校培育出来的人才与社会需求不吻合的事实，广告教育模式的科学与否对广告人才的培养以及广告业的发展具有重要的影响。同样具有东方文化色彩且饱受西方文化影响的日本，作为全世界名列前茅的广告强国，在广告人才教育的问题上值得我国学习与借鉴。本文运用对比研究法，立足于文本分析，梳理现有的关于中国以及日本广告教育的情况，试图对日本广告教育采取的教育模式进行剖析，并在立足国情的情况下总结中国广告教育的发展。本文认为，在教师的选择上应该借鉴日本，不拘泥于学历更看重实务能力，并适当引进日本教师的终身教育制度；在高校方面多依托高校优越的教育资源条件，改变只为学历服务的现状,倡导广告相关组织机构的建立，营造整体广告学习大环境；此外，借鉴电通等公司的企业培养方式，设置两到三年的教育学习时间，并提供海外研修条件，尽量发掘员工潜力;最后，注重校企合作提高学生实践能力。本文主要的研究内容包括：首先，简单介绍中日广告教育各自的发展状况；其次，重点解析日本由社会广告资深人员到大学开设的广告讲座、电通等广告公司对职员的培训和职业再教育情况的模式；再次，从广告业界，大学教师，，学生自身等多方面分析了此模式形成的原因；最后，提出中国广告教育相对日本存在的问题，及其解决方法。
[Abstract]:In recent years, the number of students majoring in advertising has increased rapidly in China, but this has not alleviated the lack of talents in advertising. The fact that the talents cultivated in colleges and universities do not match with the social needs exists in the advertising education in our country. Whether the advertising education mode is scientific or not has an important influence on the cultivation of advertising talents and the development of advertising industry. As one of the leading advertising powers in the world, Japan, which also has oriental culture and has been influenced by western culture, is worthy of studying and using for reference on the issue of advertising talent education. Based on the text analysis, this paper tries to analyze the educational model of advertising education in Japan and China by using the comparative research method and combing the current situation of advertising education in China and Japan. And summarizes the development of China's advertising education under the situation based on the national conditions. In this paper, we should draw lessons from Japan in the choice of teachers, pay more attention to practical ability and introduce the lifelong education system of Japanese teachers, and rely on the superior educational resources in colleges and universities. To change the current situation of serving only for academic qualifications, to advocate the establishment of advertising related organizations and to create an overall advertising learning environment; in addition, to learn from the training methods of companies such as Dentsu, and to set up two to three years of education and study time. And to provide overseas research conditions, as far as possible to explore the potential of staff; finally, focus on school-enterprise cooperation to improve students' practical ability. The main research contents of this paper are as follows: first, briefly introduce the development of advertising education between China and Japan; secondly, focus on the analysis of advertising lectures offered by senior social advertising personnel to universities in Japan. Dentsu and other advertising companies for staff training and vocational re-education model; again, from the advertising industry, university teachers, students and other aspects of the formation of this model; finally, This paper puts forward the problems and solutions of advertising education in China compared with Japan.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：G649.313;F713.8-4

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