本文關(guān)鍵詞： 日本廣告教育 中國廣告教育 教育體系 借鑒意義　出處：《天津師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：中國當(dāng)代高等廣告教育以1983年廈門大學(xué)成立廣告專業(yè)為起點(diǎn),經(jīng)過了20世紀(jì)八十年代的披荊斬棘、九十年代的篳路藍(lán)縷以及新世紀(jì)以來的星火燎原,已經(jīng)發(fā)展為總計(jì)千余個(gè)本、�？妻k學(xué)點(diǎn)的規(guī)模。然而時(shí)至今日,制約中國廣告行業(yè)發(fā)展的瓶頸仍在于人才匱乏,可見辦學(xué)規(guī)模的擴(kuò)大和學(xué)生數(shù)量的提高并未滿足廣告業(yè)對(duì)人才的需求。中國廣告教育目前亟待解決的問題,即是如何建立科學(xué)合理的廣告教育體系,使培養(yǎng)出來的人才契合行業(yè)實(shí)際需求。 縱觀整個(gè)國際廣告史,無論是在業(yè)界或理論界,以美國為首的西方長(zhǎng)久以來始終占據(jù)領(lǐng)先地位。作為與中國歷史文化淵源深厚的近鄰,日本通過對(duì)西方的學(xué)習(xí)以及自身的努力,率先躋身于世界廣告強(qiáng)國行列,并形成了獨(dú)特的廣告教育體系,培養(yǎng)出大批優(yōu)秀廣告人才。在中國廣告業(yè)迅猛發(fā)展,人才缺乏問題日益突出的今天,日本在廣告教育領(lǐng)域取得的既有經(jīng)驗(yàn)無疑具有重要的借鑒意義。 本論文研究目的在于以日本廣告教育為參照,反思中國廣告教育的不足之處,進(jìn)而提出合理化的改進(jìn)建議。在研究方法上,主要采用了文獻(xiàn)分析及比較研究法。本論文首先對(duì)中日兩國廣告教育的歷史脈絡(luò)與發(fā)展現(xiàn)狀進(jìn)行了梳理。其次,對(duì)日本廣告教育現(xiàn)行體系進(jìn)行研究分析。并在此基礎(chǔ)上,從日本廣告教育體系中總結(jié)可供借鑒的經(jīng)驗(yàn),針對(duì)我國廣告教育目前現(xiàn)存的問題提出解決對(duì)策。最后,立足于本國實(shí)情,分析未來廣告教育趨勢(shì),從而得出結(jié)論：我國廣告教育應(yīng)在順應(yīng)時(shí)代趨勢(shì)發(fā)展、保持自身前瞻性與獨(dú)立性的前提下,對(duì)日本廣告教育體系進(jìn)行有選擇性的借鑒。
[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.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F713.8-4

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