本文選題：日本廣告教育 + 中國廣告教育�。� 參考：《蘇州大學(xué)》2013年碩士論文

【摘要】：近年來我國廣告學(xué)專業(yè)的學(xué)生數(shù)量快速增長，但這并沒有緩解廣告業(yè)缺乏人才的現(xiàn)狀。我國的廣告教育存在著高校培育出來的人才與社會需求不吻合的事實(shí)，廣告教育模式的科學(xué)與否對廣告人才的培養(yǎng)以及廣告業(yè)的發(fā)展具有重要的影響。 同樣具有東方文化色彩且飽受西方文化影響的日本，作為全世界名列前茅的廣告強(qiáng)國，在廣告人才教育的問題上值得我國學(xué)習(xí)與借鑒。本文運(yùn)用對比研究法，立足于文本分析，梳理現(xiàn)有的關(guān)于中國以及日本廣告教育的情況，試圖對日本廣告教育采取的教育模式進(jìn)行剖析，并在立足國情的情況下總結(jié)中國廣告教育的發(fā)展。本文認(rèn)為，在教師的選擇上應(yīng)該借鑒日本，不拘泥于學(xué)歷更看重實(shí)務(wù)能力，并適當(dāng)引進(jìn)日本教師的終身教育制度；在高校方面多依托高校優(yōu)越的教育資源條件，改變只為學(xué)歷服務(wù)的現(xiàn)狀,倡導(dǎo)廣告相關(guān)組織機(jī)構(gòu)的建立，營造整體廣告學(xué)習(xí)大環(huán)境；此外，借鑒電通等公司的企業(yè)培養(yǎng)方式，設(shè)置兩到三年的教育學(xué)習(xí)時(shí)間，并提供海外研修條件，盡量發(fā)掘員工潛力;最后，注重校企合作提高學(xué)生實(shí)踐能力。 本文主要的研究內(nèi)容包括：首先，簡單介紹中日廣告教育各自的發(fā)展?fàn)顩r；其次，重點(diǎn)解析日本由社會廣告資深人員到大學(xué)開設(shè)的廣告講座、電通等廣告公司對職員的培訓(xùn)和職業(yè)再教育情況的模式；再次，從廣告業(yè)界，大學(xué)教師，，學(xué)生自身等多方面分析了此模式形成的原因；最后，提出中國廣告教育相對日本存在的問題，及其解決方法。
[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.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：G649.313;F713.8-4

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本文編號：2046763