江西高校广告教育的现状及改革研究

发布时间：2018-06-10 13:10

本文选题：江西 + 高校　；参考：《江西师范大学》2009年硕士论文

【摘要】： 江西高校广告教育从1995年开始起步,经过13年的发展历程,从星星之火发展到了20所不同层次的高校设立广告专业的繁荣景象。但是,在江西高校广告教育欣欣向荣的繁荣背后,广告教育还存在着许多问题,其中最突出的就是广告教育质量的问题,广告业界并不看好江西高校培养的广告专业学生,认为江西高校培养的广告专业毕业生不专业。因此,改革广告教育,提高广告教育质量,成为当前江西高校一项艰巨的任务。特别是在金融危机的背景下,江西高校广告教育的发展面临着更大的挑战,广告教育者和研究者必须迎难而上,促进江西高校广告教育又好又快发展。为了全面了解和掌握江西高校广告教育的状况,本文采用文献法、问卷调查法、访谈法、数理统计法等研究方法,从外界环境、专业开设、师资力量、教学情况、学生状况五个方面,对江西高校广告教育的现状做出了全面的分析。在调查分析的基础上,笔者探讨了目前江西高校广告教育存在的问题,并且根据实际情况提出了改革方案。得出以下结论: 1、江西高校广告教育正从“高速”向“高质”发展转变。 2、江西高校广告教育在艰苦的环境中成长,困难重重,在自力更生的同时需要政府、社会、企业和高校加大资金投入和扶持力度,发挥合力的作用。 3、江西开设了广告专业的高校类型不一样,培养的广告专业学生层次也不同,高校应该根据自身情况,以社会需求为导向,明确办学定位和培养目标,走特色办学道路,为社会输送有特长的广告专业人才。 4、江西高校广告专业师资队伍年轻化,缺少教学经验,实践动手能力也不强,江西高校要给广告专业教师时间和机会,积极创造条件支持其参与广告实践,帮助其努力自我提高。 5、广告教学中存在实践教学环节薄弱等问题,江西高校要采取开门办学、构建实践平台、参加广告大赛等方式加强广告实践教学,提高学生的动手能力。
[Abstract]:The advertising education in Jiangxi colleges and universities started in 1995, and after 13 years of development, it has developed from the spark to the prosperity of setting up advertising specialty in 20 colleges and universities at different levels. However, behind the flourishing advertising education in Jiangxi colleges and universities, there are still many problems in advertising education, the most prominent of which is the quality of advertising education. The advertising industry does not think highly of the advertising students trained in Jiangxi colleges and universities. It is considered that the graduates of advertisement major trained in Jiangxi universities are not professional. Therefore, it is an arduous task to reform advertising education and improve the quality of advertising education. Especially in the context of the financial crisis, the development of advertising education in Jiangxi colleges and universities is facing greater challenges. Advertising educators and researchers must face the difficulties. To promote the sound and rapid development of advertising education in Jiangxi colleges and universities. In order to fully understand and grasp the situation of advertising education in Jiangxi colleges and universities, this paper adopts the methods of literature, questionnaire, interview, mathematical statistics and other research methods, from the outside environment, This paper makes a comprehensive analysis of the present situation of advertising education in Jiangxi colleges and universities in five aspects: professional offering, teachers' strength, teaching situation and students' status. On the basis of investigation and analysis, the author probes into the problems existing in advertising education in Jiangxi colleges and universities at present, and puts forward the reform scheme according to the actual situation. The following conclusions are drawn: 1. Advertising education in Jiangxi universities is changing from "high speed" to "high quality". 2. The advertising education in Jiangxi colleges and universities is growing in a difficult environment, which is beset with difficulties. It needs the government and the society to rely on itself at the same time. Enterprises and universities should increase their financial input and support, and play a role of resultant force. (3) the types of colleges and universities that have set up advertising majors in Jiangxi are different, and the levels of students trained in advertising majors are also different. Colleges and universities should be based on their own circumstances. Guided by social demand, we should make clear the orientation and training goal of running a school, take the road of running a school with special features, and transport advertising professionals with special skills to the society. 4. The teaching staff of advertising major in Jiangxi colleges and universities is younger and lacks teaching experience. The practical ability is also not strong, Jiangxi colleges and universities should give advertising teachers time and opportunity, actively create conditions to support their participation in advertising practice, help them to strive to improve themselves. 5. There are problems such as weak practical teaching links in advertising teaching. Jiangxi colleges and universities should adopt open door running school, construct practical platform, participate in advertisement contest and so on to strengthen advertising practice teaching and improve students' practical ability.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F713.8-4

【引证文献】