日本广告教育体系及其借鉴意义研究

发布时间：2018-02-09 08:24

本文关键词： 日本广告教育中国广告教育教育体系借鉴意义　出处：《天津师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：中国当代高等广告教育以1983年厦门大学成立广告专业为起点,经过了20世纪八十年代的披荆斩棘、九十年代的筚路蓝缕以及新世纪以来的星火燎原,已经发展为总计千余个本、专科办学点的规模。然而时至今日,制约中国广告行业发展的瓶颈仍在于人才匮乏,可见办学规模的扩大和学生数量的提高并未满足广告业对人才的需求。中国广告教育目前亟待解决的问题,即是如何建立科学合理的广告教育体系,使培养出来的人才契合行业实际需求。纵观整个国际广告史,无论是在业界或理论界,以美国为首的西方长久以来始终占据领先地位。作为与中国历史文化渊源深厚的近邻,日本通过对西方的学习以及自身的努力,率先跻身于世界广告强国行列,并形成了独特的广告教育体系,培养出大批优秀广告人才。在中国广告业迅猛发展,人才缺乏问题日益突出的今天,日本在广告教育领域取得的既有经验无疑具有重要的借鉴意义。本论文研究目的在于以日本广告教育为参照,反思中国广告教育的不足之处,进而提出合理化的改进建议。在研究方法上,主要采用了文献分析及比较研究法。本论文首先对中日两国广告教育的历史脉络与发展现状进行了梳理。其次,对日本广告教育现行体系进行研究分析。并在此基础上,从日本广告教育体系中总结可供借鉴的经验,针对我国广告教育目前现存的问题提出解决对策。最后,立足于本国实情,分析未来广告教育趋势,从而得出结论：我国广告教育应在顺应时代趋势发展、保持自身前瞻性与独立性的前提下,对日本广告教育体系进行有选择性的借鉴。
[Abstract]:China's contemporary higher advertising education starts with the establishment of the advertising specialty at Xiamen University in 1983. It has developed into a total of more than a thousand copies through the pioneering efforts of 1980s, the pioneering efforts of 90s and the sparkling prairie fires since the new century. However, the bottleneck that restricts the development of China's advertising industry today is the lack of talent. It can be seen that the expansion of the scale of running a school and the increase in the number of students do not meet the needs of the advertising industry for talents. The problem that needs to be solved urgently in advertising education in China is how to establish a scientific and reasonable advertising education system. So that the talents trained to meet the actual needs of the industry. Throughout the history of international advertising, the United States-led West has long held a leading position in both the industry and the theoretical world. Through its study of the West and its own efforts, Japan took the lead in joining the ranks of the world's leading advertising powers, and formed a unique advertising education system, training a large number of outstanding advertising talents. Today, the problem of talent shortage is becoming more and more prominent, Japan's existing experience in the field of advertising education is undoubtedly of great significance. The purpose of this thesis is to reflect on the shortcomings of advertising education in China, and then put forward some reasonable suggestions on how to improve it. This paper firstly combs the history and development of advertising education in China and Japan. Secondly, it studies and analyzes the current system of advertising education in Japan. This paper sums up the experience that can be used for reference from the Japanese advertising education system, and puts forward solutions to the existing problems of advertising education in our country. Finally, based on the actual situation of our country, it analyzes the trend of advertising education in the future. It is concluded that China's advertising education should adapt to the trend of the times and keep its own foresight and independence, and make a selective reference to the Japanese advertising education system.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8-4

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